next question: …and the only one that really matters:
How do brands contribute to bottom-line business success?
Because people know and trust astrong brand, a strong brand will… drive sales build staff motivation support & loyalty recruitment & partnerships boost investor relations
Brands drive sales in several ways… drive sales support price premium reduce competitive boost shopping demand speed decision- increase facilitate tolerance for access to making mistakes decision-makers
Think about what drives you when you buy something…
An example: you’re buying a camera. Which do you choose? (assume similar specs and price)
If you’re like most people, you’ll find this a tough choice. they’re a lot alike… why choose one over another?
Branding is not a one-time action. It’s a process.
What do we mean by a branding process? – consistent over years long-term – incremental improvement – involvement by top management strategic – active participation by all – dedicated resources and staff systematic – a disciplined program
How about your brand… is it contributing maximum value