Branding & Strategies @ Website - B & S @ WS

That's as good as saying - creating scope for building Brand Equity. Contrary to popular belief, even in professional circles, branding is not a one time or once in a while job. It is a continuous process and every action, and even inaction on the part of the company can change a brand's revenue potential either way - by the appropriateness.

A brand's potential tells the limit not just on the revenues and profitability that can be achieved but also on its capability to deal with market upheavals and opportunities. Thus, irrespective of the money available for investment and the market for garnering, the revenues and the profit in it for the brand are limited by the brand's potential equity.

Creating brand potential is a tough task of -value engineering- which calls for absolute understanding of the business, consumers and the competition - for those exceptional insights. Creating potential is a short term to medium term concept and requires many a small next steps across business functions with a few calculated long steps - as long - as feasible.

Brandng Imperatives

Branding Imperatives refer to certain fundamental stipulations on the essential characteristics for a brand which are determined out of good understanding of the nature of the business, larger industry and the market complexities. It is about the type, class, and extent of the operations that sets the larger personality traits for a brand. They are quite critical and happen to be the qualifying elements of feasibility - for effective branding.

Such stipulations, being innate to the brand indicate a certain attitude, approach and the way to go about branding over time. Branding Imperatives remain true over long term and rarely call for specific changes owing to changes in market fundamentals.

A competently prepared Branding Imperatives document would serve as a guide for taking all kinds of branding decisions. More importantly it helps to avoid flawed branding moves that can have negative impact on the revenues.

Branding Strategies

Branding - all by itself is a supreme marketing strategy. Nevertheless, it is important to understand branding strategies - as distinctively different from marketing strategies. Branding strategies facilitate sharper propositions and efficiency in relating with the consumers. Competently developed strategies should result in positive impact on revenues and value accrual

Strategies are exceptionally effective operational solutions that arise out of structured thinking on clearly defined issues. Branding Strategies can prove to be high impact competitive tools across marketing functions - from product considerations, value farming, pricing, channel management to relating with the consumers and stakeholders. And, of course, infusing branding perspectives into the works of every business function is one big branding strategy that calls for perpetual efforts.

Branding strategies help overcome stiff issues and situations. They open up blocked up revenues and help make better with opportunities.

Brand Demand Drives

Branding necessarily is about aligning a set of compelling reasons for the consumers to seek the brand decidedly. It is about including and perpetually enriching such elements of consumer desirability which collectively characterizes the brand. There are essential drives and supplementary drives which together drive the demand preferentially for the brand.

Essential brand drives refer to the real values that arise from the products and the capabilities of the company in providing them. They endow the brand with basic demand by their actual potential to fulfill the needs and wishful expectations of the consumers. Supplementary drives are elements that appeal to the convictions and emotions of the consumers. They can cause preferential demand for the brand by the appropriateness of their association and the effectiveness with which they are fused into the brand.

Brand demand drives, otherwise called brand attributes, contribute to the demand potential of the brand by their true values and collectively they form the Brand Value Spectrum. In a competitive situation, supplementary demand drives become essential and creating them effectively happens to be the key to successful marketing.

Brand Innovations

Innovation is something new that is useful, interesting and appreciable. Innovations; deliver greater value to consumers, create interest, drive word of mouth communications and therefore are exceptionally powerful in building brand equity.

For all businesses, real innovation opportunities invariably exist in the products. It is about enhancing their utility values to the consumers. While high value innovations which are technical in nature call for persistent research minor innovations which are incremental on value can be evolved through structured thinking, not just about products but on all operations and tasks particularly promotions and of course by any and all the staff of the company.

Incremental innovations collectively create brand value and the ability and the culture to work with innovations can even be established as a superior brand attribute which can serve as a dominant competition strategy as well.

(Innovation research tools evolved and practiced by me are adoptable to any business and cover all the functions. Check - Innovation Consulting @ innovationprojects.com