Branding, Brand Basics - Business Strategies and Beyond - business strategies, brand development, branding, brand identity, brand management, brand awareness, strategic planning, corporate identity, marketing, market consulting

Brand Basics
Whether by intention, or not, every company has a brand. To fully understand the impact of a brand, think of the brand as the corporate “personality.” Each individual with whom the company interacts relates to your brand to form a perception about your company and products. Just like a person may exhibit a range of behavioral characteristics depending upon his role as a husband, father, son, neighbor, boss, or friend; your brand exhibits a range of characteristics. Since a brand is formed by perception, all companies have a brand—even if it is not formally developed. The problem with organic (unguided) brands is that they often misrepresent the attributes and values you hope to convey. Goals of a Brand Development Strategy: To create awareness To form valued customer relationships To differentiate products and services To enhance perceived quality To justify premium pricing To establish category leadership And always, to create “brand equity” valuation for the business Brand Components Brand Development Strategy Brand Management Strategy

Brand Basics

Whether by intention, or not, every company has a brand.

To fully understand the impact of a brand, think of the brand as the corporate “personality.” Each individual with whom the company interacts relates to your brand to form a perception about your company and products.

Just like a person may exhibit a range of behavioral characteristics depending upon his role as a husband, father, son, neighbor, boss, or friend; your brand exhibits a range of characteristics.

Since a brand is formed by perception, all companies have a brand—even if it is not formally developed. The problem with organic (unguided) brands is that they often misrepresent the attributes and values you hope to convey.

Goals of a Brand Development Strategy:

To create awareness
To form valued customer relationships
To differentiate products and services
To enhance perceived quality
To justify premium pricing
To establish category leadership

And always, to create “brand equity” valuation for the business

Brand Components

Brand Development Strategy

Brand Management Strategy