Brand Building Strategy
Brand Building Strategy
Paper Presented By
R.PRIYADHARSINI DR.K.SHYAMASUNDAR,.B.E.,M.B.A., PH.D
SENIOR LECTURER DIRECTOR
PG DEPARTMENT OF BUSINESS PG DEPARTMENT OF BUSINESS
ADMINISTRATION ADMINISTRATION
MOHAMED SATHAK COLLEGE MOHAMED SATHAK COLLEGE
OF ARTS AND SCIENCE OF ARTS AND SCIENCE
(Affiliated to University of Madras) (Affiliated to University of Madras) pdgprabu@yahoo.co.in drshyamasundar_k@yahoo.co.in
9840033677 9380558479
Abstract: Brand building Strategy is a plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand 's vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences. Brand is not only name, term, design, symbol but also it give assurance to customers will satisfy with the product. Powerful brands can drive success in competitive and financial market and it also becomes the organization’s most valuable asset. At times, organizations are often inspired by a variety of ideas to create products and services which can be offered locally or globally. Generally, such products or services require the establishment of a brand or company name. Often these brands include both logo and lettering and can do a long way in advertising such products or services. Therefore, one of the most important steps in building a Brand is decide upon a brand name for the product or service one wishes to sell and the relevant brand insights. The brand mix in brand building is characterised as 4 P’s such as promise, process, people and property. The process of building a sustainable brand includes identifying the Consumer expectations, assessing the gaps and taking steps to close the gap by properly positioning the
Paper Presented By
R.PRIYADHARSINI DR.K.SHYAMASUNDAR,.B.E.,M.B.A., PH.D
SENIOR LECTURER DIRECTOR
PG DEPARTMENT OF BUSINESS PG DEPARTMENT OF BUSINESS
ADMINISTRATION ADMINISTRATION
MOHAMED SATHAK COLLEGE MOHAMED SATHAK COLLEGE
OF ARTS AND SCIENCE OF ARTS AND SCIENCE
(Affiliated to University of Madras) (Affiliated to University of Madras) pdgprabu@yahoo.co.in drshyamasundar_k@yahoo.co.in
9840033677 9380558479
Abstract: Brand building Strategy is a plan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand 's vision and driven by the principles of differentiation and sustained consumer appeal. The brand strategy should influence the total operation of a business to ensure consistent brand behaviors and brand experiences. Brand is not only name, term, design, symbol but also it give assurance to customers will satisfy with the product. Powerful brands can drive success in competitive and financial market and it also becomes the organization’s most valuable asset. At times, organizations are often inspired by a variety of ideas to create products and services which can be offered locally or globally. Generally, such products or services require the establishment of a brand or company name. Often these brands include both logo and lettering and can do a long way in advertising such products or services. Therefore, one of the most important steps in building a Brand is decide upon a brand name for the product or service one wishes to sell and the relevant brand insights. The brand mix in brand building is characterised as 4 P’s such as promise, process, people and property. The process of building a sustainable brand includes identifying the Consumer expectations, assessing the gaps and taking steps to close the gap by properly positioning the
References: 1. Jean-Noel Kapferer , Strategic Brand Management Free Press (March 14, 1994) 2. Schmidt, Klaus and Chris Ludlow (2002). Inclusive Branding: The Why and How of a Holistic approach to Brands. Basingstoke: Palgrave Macmillan 3. Holt, DB (2004). "How Brands Become Icons: The Principles of Cultural Branding" Harvard University Press, Harvard MA 4. Kunde, J., (2002) Unique Now... or Never: the Brand Is the Company Driver in the New Value Economy, Financial Times/Prentice Hall. London