In this chapter we will discuss the key brand levers a company can work with to create strong brands: brand strategy, brand management, brand building through engagement, and brand building through alignment.
In Chapter 1, we discussed the four market forces that shape the current branding environment: lack of control, Internet megaphone, CSR imperative, climate of distrust. In Chapter 2 we outlined how companies have started to react: by bringing the corporation into the brand, focusing more on authenticity, taking a more strategic approach to CSR, and finding ways to engage stakeholders online to (re)build trust and strengthen the brand.
Our review of these strategies in the context of concrete case studies provided a number of insights into critical success factors as well as key challenges. Each of the four strategies discussed in Chapter 2 can be effective in building brand equity: