Brand as Strategic Device Introduction to Branding Management

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Brands Strategic Devices

2. Introduction
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 A firm’s branding strategy can be characterized according to its
breadth, which refers to the number and nature of products that bear the
same brand name, and its depth, which refers to the number and nature
of brands in the same product category.
 The choice of branding strategy depends upon a number of different
factors
 Including Consequently, strategies differ significantly between firms
and even across products within firms.

3. Branding Strategy Factors
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 Corporate objectives
 Corporate capabilities
 Consumer behavior
 Competitive approaches

4. Strategic Plan
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 A strategy gives business a defined route to follow and a clear
destination.
 Build a marketing strategy and you will ensure that marketing is a long-term
way of working, not a one-off activity.
 A marketing strategy provides organization with shared vision of the
future.

5. Marketing strategy
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 The marketing manager should proceed as follows:
 Create the team
 Review current situation
 Set objectives
 Plan action
 Implement strategy
 Review strategy

6. Brand Strategy
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 Polaris partners with companies, consultants and advertising agencies
to more effectively support brand strategy in each phase of
development.
 Consumers, businesses, and the market appreciate and reward brand
strategy leaders that project quality, competence, value, and reliability.

7. Branding Strategies Provide Footholds
to Successful Competition.
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 Polaris supports strong branding strategies by providing the quantitative
research information and data platform needed to work through key
brand identity, positioning and strategy decisions.
 We collect the information through one of our inhouse data collection
methods (out-bound telephone calls, Internet surveys, or Interactive
Voice Response Interviewing).
 We design program according to customers segments (commercial,
industrial, or residential) and customize it according to specified
parameters.

8. Brand is the Best Growth Strategy
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 The easiest and most visible way to do that of course is to focus on
efficiency and cut costs.
 This leads me to believe that the expectations of shareholders and
markets have a lot to answer for. Right now, too many of them are
hindering our public companies.
 Actions rarely work in isolation, and efficiency-hunting alone is a cop-out.
It’s relatively easy to continue to find fault, to churn people, to
chop away at expenditure.

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 Companies need more balance, spending less time thinking about what
they can rationalize, less money on the consultants they pay to “lose
weight” and more time thinking about growing businesses that actually
appeal to customers.
 Brand is an effective growth strategy because brand is the only stand-out
strategy directed at the people who matter – the people who work
for you and those who buy from you and continue to choose you.

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Thank you!