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The following seven factors continue to rule the day for building leading brands:
Organization Support
•CEO leadership & support
•Distinctive corporate
culture that supports brand promise
•Ability to obtain support
from a broad spectrum of employees
•Alignment of brand messages
across functions
Brand Presentation
•Strength of brand identity
system
•Effective use of
visuals/imagery
•Ability to capture the
brand in a slogan
Source: The Conference Board’s 1998 “Managing the Corporate Brand” study
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I think another big point is trying to bridge the brand gap between the company and its customers. In others words, the gap between how the company wants people to see the brand and how the customers actually perceive the brand. Great points! Thanks for sharing.
Posted by: Ralph Leon | March 02, 2010 at 07:43 PM