Making the brand the strategic driver for the correct organization
By Scott Davis Prophet The concept of brand and the practice of brand w be become 2 of the most bandied and misunderstood toll in todays business lexicon. Not by me, you say? Think about it. Here are two short quizzes to get you started. 1. Which is not known as a corporate brand? a. Sony b. Coca Cola c. Proctor & venture d. IBM
2. Is a brand… a. …a logo? b. …a jingle-jangle? c. …a tagline? d. …a product? e. …a positioning? f. … no(prenominal) of the above?
The answer to the first question is Proctor and Gamble. Yes, it is an potent name in corporate America. It is a leading brander, in fact, the father of the classic brand management movement. Itsstable of offerings include some(a) of the best-known consumer products from beauty care to diapers. But the P&G name has not generally been considered a brand in and of itself. Its detergents, for example, are known as Tide, Cheer and Era not P&G Detergent. Sony, Coca Cola and IBM, on the other
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hand, have inextricably linked their corporate names with such olfaction products as televisions and consumer electronics, beverages, and computers and computing.
If you answered f, or none of the above, to the second question, you were absolutely right. A logo, jingle, tagline, product or positioning are all representations of the brand, or means to communicate what the brand stands for. But they are not the brand. And organizations that decide to re-brand themselves and consider the job done when the new logo and tagline are complete and incorporated into the advertising campaign are missing the boat. So, what is a brand, anyway? Conventional versus emerging views on Brand A brand is all of the promises and perceptions that an organization wants its customers to feel about its product and service offerings. This definition has remained static for years. What is ever-changing is how companies go about the business of...If you want to get a full essay, order it on our website: Ordercustompaper.com
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