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International Business Basics by Scott L. Girard

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Building a Brand and Making It Work

A brand is not created overnight, and not everybusiness sets out to make one. But followingthese simple guidelines can help yourbusiness become the brand leader.

DEPENDING ON THE TYPE OF BUSINESS YOU OPERATE, a brand can represent a multitude of things to the buying public. Often, it’s the actual name of a business. In other cases, it can be a certain niche or specific product a company has created. It can even be a recognizable logo, an image or symbol that, over time, becomes synonymous with the overall profile and success of your operation. Whatever it is, the goal for your brand should be to identify your products and services as distinct from those of other sellers in the same market. The international ...

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