Brand Rezonance

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. To be precise brands create the value and personality for the firm, it decides the future of the organization. Therefore, “branding the brands” forms the most important part of any organization.

The Brand strategy

As I see it, a company’s brand strategy depicts how the brand intends to create an impression of itself in the minds of the consumers/customers. Specifically; brands set forth the creative, social and moral steps that the brands take to create customers who will drive the business forward.
For Brand strategy to be effective they should include a few aspects like:
1. Value-based: Value-based brands deliver value that customers can use. This is value beyond that of the product proper. Their intent is to sink brand roots into the customer base, and to grow the customer in ways that can grow the business. In short, their responsibility is to make customers become better off through the brand.
2. Innovation: Brand strategy must also include innovation; higher emphasis on innovation will give companies an edge, something beyond the scope of reach of the competitors in order to gain a long term competitive advantage.
A brand strategy should be created keeping in mind the brand mission. It also includes the capability of brand vision, which is the ability to see your future through your customers’ eyes.

Many brands don’t have strategies

Many brands don’t have brand strategies; they give more importance to the product than the brand on the whole. The advertisement lays more emphasis upon the functioning and use of the product than the brand. Here, the concept of product usage and utility is taken into consideration in order to gain customers interest rather than the brand itself.
While many brands are also constructed as intense identities to be flogged by advertising campaigns, in which the “brand” operates as a stylized sales stimulant. Such brands are synthetic creatures of marketing and sales. They’re part of a persuasion package, and persuasion is not a strategy. It is just a tool used to induce customers in buying the product.

Sahan BN

Business Solutions Thinker