Excerpt of further issues topics:
Brand Equity and Brand Strategy,
Brand Equity and Brand Diffusion, Brand Equity
and Company Success, Brand Equity and Sales and
Acquisition of Brands or Companies, Brand Equity
and Marketing Investment
Strong brands are
becoming more important for businesses and they
determine increasingly the company success. This
is not only in the world of consumer goods and
services, but also in the B2B segment.
Brands are more than just
products. They live off the relevant statement
that inspires desirability. They live off the
concrete message that gets the strategy across,
both internally and externally. They live off
brand leadership that comprehensively embraces
the brand from brand analysis via brand strategy
and brand design all the way to brand marketing
Brand leadership pertains to the whole company.
The brand should not be restricted to a few
elements. Behind the perceived image of a brand
there is always a widely ramified network of
diverse corporate performances. And: Brand
leadership should not only contain plans for
yearly sales increases, as is often the case.
Only on a long-term basis, through authenticity
and sustainable development and the ability to
resist following short-term trends, the aura,
the myth, a value creation chain of the brand
can emerge. Flanked by marketing strategic
consequences and a value conserving pricing
policy, brands possess a fascinating added value
for retail and the consumer.
In light of this considerable significance the
brand has today for the economic success of a
company, it would best to treat it rationally
and to lead it with the same strict and
matter-of-fact methods as is taken for granted
in other divisions of a company, today.
Due to brands being complex systems which cannot
be lead with the exact principle of causality of
a production machine, often the wrong conclusion
is drawn: Instead of working on the issue of
controllability the issue brand is declared
emotional and thus evades any rational access.
The demand to cut back the lively and
imaginative pictures tied to the brand to mere
numbers may seem strange. Yet, it is time to
reveal that there is no actual alternative.
Marketing expenditures and investments should no
longer be adjusted to the fluctuations of the
corresponding business situation, because
unquestionably, this is tied to great risks for
the brand equity. The same applies if brand
leadership is left unattended by brand managers
in charge. There is no room in a brand system
for indulgence. The tougher the times are, the
more closely you have to watch the brand equity.