Implementing a Brand Building Strategy often confuses brand managers and owners. A brand strategy has several multidimensional rules and needs to be aligned to get along with the business strategy. This article focuses on brand building task and its most essential implementation ingredients. Implementing a brand strategy generally consists of a Creating or enhancing the Public Prominence, Brand Associations and Managing Consumer Relationships.
Public prominence can also be considered as Visibility, but we prefer the former to be more suitable in brand building tasks. The Power of public prominence often goes ignored by brand managers. A brand with adequate public prominence will not only stimulate considerations in consumers mind while purchasing goods in the same category but also affect the perception of the brand. Brands like Coca Cola, Intel and Visa have managed to build a strong public prominence.
Building Strong Associations is arguably the most important factor in brand building task. The key to a strong brand is a differentiation factor. Southwest Airlines is one such brand. It differentiates itself with a low cost airline and recognises its competition in road transport rather than other airlines. Harley Davidson could be another example to building strong associations.
Developing a deep relationship with a segment of customers is usually much more important than sheer numbers. It is important to understand that loyal consumers influence others and moreover contribute to stable sales base. Not all companies can manage to build a strong group of committed consumers. In India, Nestles’ Maggi brand managed to get together a strong relationship with their consumers.
Following the above three strategies with a well planned dedicated effort will significantly strengthen a Brand in our opinion. Let us know, if you have tried any of these and have your say.
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I agree with you. It should be noted that public prominence or “awareness” isn’t a stand alone item but is beneficial only when coupled with the other two.
… to add to that would be CONSISTENCY.
Consistency in the all the above practices is also essential to maintain or sustain the Brand Image.
Consistency – ah, my favorite word