Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Kari, a brand marketer in Toronto, Canada who asks this about brand differentiation.
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When strategically executed, extending the brand via licensing is a well-proven growth strategy. Brand Licensing enables:
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If properly designed, brands will promise relevant differentiated benefits to their target customers.
Carefully choosing the most powerful benefits will not only result in brand preference, but brand insistence. That is, the brand will be perceived to be the only viable solution for the customer’s need. Put another way, the customer will not pursue substitutes if the brand is not available. The brand establishes a consideration set of one.
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Awareness of the problems and challenges brands can encounter is an important step in maintaining a strong, healthy brand. So we set out to identify, analyze and solve the 50 Most Common Brand Problems faced by marketers today. Which ones are threatening your brand?
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Everybody wants a brand that’s different. The irony of that statement is intentional. It belies the conservative manner in which most brands approach competitive difference.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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