Strategic brand management has become a critical part of today's business development plan. Increasingly, business enterprises are beginning to realise that branding is not just a game for the big boys - they need to shout to create an impact.
Think branding and what may possibly come to mind would be top global names such as Nike, Coca-Cola, McDonald's and Sony. Similarly, other businesses can also draw on branding as a strategic tool to differentiate themselves and build their brands. The question is - what makes a good brand strategy, and how can it be made relevant?
A good brand strategy defines a company's value propositions that are consistently communicated and demonstrated in a way that its customers recognise, experience and appreciate.
There must be a clearly defined corporate vision that is consistently expressed at every customer's touch point and throughout the company's internal business processes. Advertising and marketing are the means of communicating the company's value propositions to its customers but that is not the be-all and end-all.
Branding allows companies to differentiate themselves and enables them to capture new markets more effectively, hence enhancing their competitiveness.
Branding can be a holistic strategy to effectively re-define the way the businesses function and reach their customers. If they do it right early, they will find themselves in a better position to compete with enhanced market positioning, sustainable bottom-line performance, strong customer base and loyalty to grow their businesses and venture into new markets.
Fetch the full content at:
http://www.spring.gov.sg/et/2007_01/index11.html
Brand The Zero Team
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