Branding is not only about increasing sales, but especially about developing a long-term relationship with customers. It consists of making the customer loyal to a brand and making him buy continuously this particular product because of the values and quality it stands for. However, it’s striking that once companies start to grow in size and stature they break their promises towards customers and begin to sell out.
A striking example of a company that did so, is the Body Shop, a retail chain, who recently has been sold out to the French cosmetics giant L’Oréal. Like the Body Shop, many companies chose hard cash above the ideals and product values they once promoted.
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