This website uses cookies to ensure you have the best experience. Learn more

Strategic Brand Essay

720 words - 3 pages

Branding strategy is one of the most effective ways to sell a product or service. With the increased competition in the business industry an effective branding strategy makes products more popular. Branding strategy analysis includes market, customers, competitors and brand analysis. Branding strategy involves brand communications, analytical techniques and creative positioning. Evaluating the performance of the brand portfolios helps guide decisions on new products, modified products, and eliminating products (Cravens & Piercy, 2013).
The methods for analyzing product portfolio performance are:
Product life cycle analysis: determine the length and rate of change in the product life ...view middle of the document...

Before getting into the process of brand building, various elements for branding your products/services would need to be analyzed carefully. These key elements come into play by means of an appropriate action plan. A proper branding strategy begins with analyzing various measurable advantages of your product over your competitors. This leads to the execution of an effective branding strategy for your product.
Building a strong and unique identity is one of the most important procedures in creating a branding strategy. It includes unification of your brand, effective communication of your brand message, research methods, and various strategies. Internal branding helps to create a strategy within your business. This helps in developing your branding strategy in a much unique style. Brand targeting and positioning help you in defining things like your brand character, availability of your product in the market, and reputation of your product. All of these factors need to be taken into consideration.
It is always recommended to keep track of the strategy in all stages. Measuring your brand always helps you improve branding strategy for your business. It includes tasks such as tracking and measuring of your brand initiatives, measuring their performance, managing the visual identity of the brand, and maintaining a corporate reputation. Creative advertising is a tricky way in developing a branding strategy. In general, an effective...

Other Papers Like Strategic Brand

Gfdsafasdf Essay

564 words - 3 pages • Positioning is vital to brand management because it takes the basic tangible aspects of the product and actually builds the intangibles in the form of an image in people’s minds. If personality is the main part of brand identity, positioning is the other pillar of a brand’s strategic platform. Pg 33 • Most positioning is repositioning. You will need to reposition if you want to change it. Eight reasons for repositioning: 1. Poor

Brand Personality Essay

616 words - 3 pages ", Journal of Marketing, Vol. 57 No.1, pp.1-22. Keller, K. (1998), Strategic Brand Management: Building, Meaning, and Managing Brand Equity, Prentice-Hall, Upper Saddle River, NJ Sirgy, J. (1982), "Self-concept in consumer behavior: a critical review", Journal of Consumer Research, Vol. 9 No.3, pp.287-300.

Book Review : Brand Asset Management - Driving Profitable Growth Through Your Brands by Scott M. Davis

2288 words - 10 pages , encompassing every functional area within the organization." Davis Create phase and steps as follow: Phase One: Developing a Brand Vision Elements of a brand vision In phase one author is describing what good Brand Vision needs to incorporate the company's strategic and the financial growth goals. The key to the success is to create strong Brand Vision and every single word in it. First What the Brand vision is? How is it used? What kind

Integrated Marketing Communication

2128 words - 9 pages , marketing communications help the firm in eliciting favorable responses from customers (Duncan and Moriarty 1998). Although a number of factors influence customer-based brand equity, including product, price, and distribution, in this paper, we focus on the influence ofIMC on brand equity. Observed thatIMC has evolved from being a mere "inside-out" device that brings promotional tools together to being a strategic process associated with brand


756 words - 4 pages has been the central strategic growth for the firms during 80’s. Companies grow by introducing and adding new products under their brand name to strengthen it into the market and to make the new product successful due to already established worth the brand. However this strategy has its own drawback for example a brand name can fail to support the extension or the new products do differ in the minds of consumers from the actual position of the

Brand Identity

5092 words - 21 pages existing service or product strives to maintain its current position, it has to focus on certain elements of strategic management that have been promulgated by the strategists. These elements involve brand positioning, brand equity, brand personality, brand image, brand audit, and brand extension to some extent. All these major elements have been discussed along with the comparison of product and service branding and the impact of these elements

Short Note Strategic Management

617 words - 3 pages Framework A strategic option could be evaluated using the RACES framework: ▪ Resources needed to implement the option must be available, or the organisation must be able to obtain them quickly. ▪ The option must be acceptable to powerful internal and external stakeholders. ▪ The option must be consistent with other company strategies, reputation, image and brand. ▪ The option must be effective in resolving the issues that it intends to address. ▪ The option should, as much as possible, contribute to sustainability of the organisation’s competitive advantage.

Literature Review

4562 words - 19 pages respond to competitive moves. In sum, loyalty to the firm's brands represents a strategic asset which has been identified as a major source of the brands' equity. The American Marketing Association defines brand loyalty as: * "The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category" (sales promotion definition

Brand Management Outline

650 words - 3 pages Overview * Group assignment (replaces a final exam) * In two parts * A 20-30 page report due last class, Dec 1st * Double spaced (excluding exhibits and appendices) * No late papers for this assignment * Worth 30% of your grade * A 45-50 minute presentation on Dec 1st * Worth 20% of your grade * Worth 50% of your class grade (in total) What is a brand audit

Brand Management

561 words - 3 pages of the tools and skills needed to lead a truly cross-functional team. • Learn how to spend less time on tactical tasks and make more strategic contributions. • Create a greater business impact by doing more with less while improving your campaign quality. • Build strong credibility; have more influence within your organization. • Know what it takes to motivate customers to purchase your brand. • Understand the

Marriott Case Study

759 words - 4 pages NPV communication skills IRR income statement Brand Management cash and fluid analysis brand manager variance analysis product manager consumer goods Accounting packaged goods accounting sales promotion audit marketing tax advertising finance type of industry (i.e. placement) accounting software multi-tasking CPA General Management Skills Strategic Planning leadership strategic planning

Related Essays

Strategic Brand Management Essay

2363 words - 10 pages can have profound implications on the resulting positioning. The extent to which users and non-users agree can provide strategic direction. Dr Pepper is an unusual tasting soft drink with an unusual name. Its first major ad campaign stressed that it was “America’s Most Misunderstood Soft Drink,” establishing the brand as a feisty, irreverent underdog that stood out from the crowd. Later ads repositioned the brand, however, in different ways

P&G Strategic Brand Management Essay

3543 words - 15 pages | Brand Management | Assignment No 1 | | Zunair Ali Syed | National College of Business Administration & Economics Contents Company Introduction 3 P&G Pakistan 3 Facts about P&G Pakistan 4 MISSION STATEMENT 4 Vision Statement 5 Organization Portfolio 5 ESTABLISHMENT: 5 COMPANY TYPE: 5 BRANDS: 5 Brand portfolio Pakistan 5 SWOT ANALYSIS- P&G 11 STRENGHTS 11 WEAKNESSES 11 OPPORTUNITIES

Customer Based Brand Equity Model (Cbbe)

1298 words - 6 pages consumers and so successful that it has capture the first position in the top brands' ranking of the world and has brand equity about 67 billion dollars. ◦ Serf Exel (daag nahi tu seekhna nahi), (daag tu achay hotay hain) touchs the emotions of the customers by developing compaigns that contain fun, exicetment and ability to do something new. ◦ Supreme tea ( yahi tu hai wo apna pun) communicates the family bonding ◦ Dew (dew na kia tu phr kia jia) creates excitement (kar guzarne ki pyaas) Reference: Strategic Brand Managemnet, third edition, Keller.

Brand Building Essay

2388 words - 10 pages other partner brands and organizations as part of a positioning strategy. The last article suggests a model which links various brand architecture typologies with different strategic brand concepts. The first article Brand Architecture: The Concept and Its Origins (A Comprehensive Literature Survey) by R Harish explains the origins of this concept, and outlines the ideas behind it as propounded by early researchers. Brand architecture is a