STRATEGY | What Is Branding?


At the root of the branding challenge is the development of a clear understanding of the current brand and, subsequently, addressing the obstacles that may be precluding an organization (or individual) from becoming the strong and differentiated brand they want to be.

This article is a basic introduction to the essential elements of brand equity – the value of a brand in terms of its ability to “stand apart” from others in the marketplace.

Successful brands remain vigilant in their quest to maintain strong brand equity over the lifetime of the brand. As changes in the marketplace effect how brands are perceived, it is necessary for those in organizational leadership to continually evaluate their positioning, making the necessary adjustments to maintain future relevance and strength.


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