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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One comment
Ralph Leon
March 2, 2010 at 7:43 pm
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.
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