The New Strategic Brand Management, 5th Edition

03

Brand and business models

How do companies grow both the brand and business? What does it take to build a brand? What are the necessary steps and phases? In this chapter we address these questions with a particular emphasis on integration of efforts. Brand building is not done apart, it is the result of a clear strategy and of excellence in implementation at the product, price, place, people and communication levels. There are prerequisites before a brand can be built, and they need to be understood.

Are brands for all companies? Yes

The brand is not an end in itself. It needs to be managed for what it is – an instrument for company growth and profitability, a business tool. Does branding affect all companies? Yes. Are all companies aware ...