Abstract
Overview
Introduction
Branding is becoming ever more important as companies face an increasingly
global and competitive marketplace. But what should companies be focusing on
when managing this key intangible asset? This report provides in-depth
analysis of the key challenges of branding and how companies can respond
effectively.
Scope
- Covers the key challenges facing brand strategists, with case studies of
how particular industries have been affected.
- Each case study's conclusions are applicable to all industries looking for
best practice ideas.
- Industries covered include consumer markets, utilities, financial
services, logistics and healthcare.
Report Highlights
There are two important insights into managing brand through mergers and
acquisitions successfully. Firstly, serious problems can be created by not
actively managing the brand through such developments, which can cause brand
equity to suffer. Secondly, ongoing communication to all parts of the value
chain is essential.
For intermediaries, the quality and range of products is far more important
than brand when assessing providers. Nevertheless, providers should look to
appeal to both intermediaries and end customers, by looking to offer a high
level of service and wide product portfolio, as well as build up a reputation
for trust, leadership and social values.
Reasons to Purchase
- Understand the main challenges of branding and how your company can
respond.
- Learn from the experiences that other industries have gone through to
improve your branding strategy.
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