As I think about the most important things that can be said about brand management, the following come to mind:
• Brands deliver the following key benefits to organizations:
– Increased revenues and market share
– Decreased price sensitivity (or the ability to charge price premiums to consumers and the trade)
– Increased customer loyalty
– For manufacturers, additional leverage over retailers
– Increased profitability
– Increased stock price and shareholder value
– Increased clarity of vision
– Increased ability to mobilize an organization’s people and focus its activities
– Ability to attract and retain high quality employees
– A strong, well-positioned brand extends the life of your organization indefinitely by providing independence from a particular product category, increasing flexibility for future growth (through extension), and therefore, increasing the ability to expand into new product and service categories and alter the product and service mix to keep up with marketplace demands. Without a strong brand, your organization’s life span will be tied to the life span of the products it manufactures or the services it provides.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
