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Get A Name by Jacky Tai

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CHAPTER

02

Why Do You Need A Strong Brand?

 

 

 

 

 

WHENEVER a company calls about undertaking a branding project, my colleagues and I usually ask a very important question: “Why do you want to do a branding project?” There are basically two types of companies that want to embark on branding projects. The first is one that has run into serious problems with the competition or can foresee serious problems just around the corner. It wants to start a branding project to develop a stronger brand that has a fighting chance against ever more aggressive competitors. The second is the brand that has done very well over the years and is still doing well, but wants to develop a stronger brand that can continue to grow; it wants to strap an afterburner ...

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