1. 1. 1Brands Strategic Devices
2. 2. Introduction2A firms branding strategy can be characterized according to itsbreadth, which refers to the number and nature of products that bear thesame brand name, and its depth, which refers to the number and natureof brands in the same product category.The choice of branding strategy depends upon a number of differentfactorsIncluding Consequently, strategies differ significantly between firmsand even across products within firms.
3. 3. Branding Strategy Factors3Corporate objectivesCorporate capabilitiesConsumer behaviorCompetitive approaches
4. 4. Strategic Plan4A strategy gives business a defined route to follow and a cleardestination.Build a marketing strategy and you will ensure that marketing is a long-termway of working, not a one-off activity.A marketing strategy provides organization with shared vision of thefuture.
5. 5. Marketing strategy5The marketing manager should proceed as follows: Create the team Review current situation Set objectives Plan action Implement strategy Review strategy
6. 6. Brand Strategy6Polaris partners with companies, consultants and advertising agenciesto more effectively support brand strategy in each phase ofdevelopment.Consumers, businesses, and the market appreciate and reward brandstrategy leaders that project quality, competence, value, and reliability.
7. 7. Branding Strategies Provide Footholdsto Successful Competition.7Polaris supports strong branding strategies by providing the quantitativeresearch information and data platform needed to work through keybrand identity, positioning and strategy decisions.We collect the information through one of our inhouse data collectionmethods (out-bound telephone calls, Internet surveys, or InteractiveVoice Response Interviewing).We design program according to customers segments (commercial,industrial, or residential) and customize it according to specifiedparameters.
8. 8. Brand is the Best Growth Strategy8The easiest and most visible way to do that of course is to focus onefficiency and cut costs.This leads me to believe that the expectations of shareholders andmarkets have a lot to answer for. Right now, too many of them arehindering our public companies.Actions rarely work in isolation, and efficiency-hunting alone is a cop-out.Its relatively easy to continue to find fault, to churn people, tochop away at expenditure.
9. 9. 9Companies need more balance, spending less time thinking about whatthey can rationalize, less money on the consultants they pay to loseweight and more time thinking about growing businesses that actuallyappeal to customers.Brand is an effective growth strategy because brand is the only stand-outstrategy directed at the people who matter the people who workfor you and those who buy from you and continue to choose you.
10. 10. 10Thank you!