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Strategic Brand Management

A brand is a promise, consistently delivered, to the point where customers come to expect it, believe in it, and tell others about it. To most businesses, the brand is the most valuable single asset it has. Investing in building brand equity probably has the best return on investment in the short and long terms. This is particularly true when the brand is new and/ or the company is new. It is equally delicate when it is the case of a brand extension, within or beyond the domain of the original brand.


Branding decisions involve very high stakes, and mistakes are expensive and fatal to the product. Sound branding decisions could put the company ahead, and leverage all the competitive advantages it may possess. We have our own Brand Development Model which consists of three modules that can also be applied separately.


The first module is the Brand Foundation which is the review of the corporate strategy and an internal and external brand audit. Based on that, we develop the brand strategy, followed by the brand contract. The second module is the Brand Implementation, which includes the development of the Brand’s visual identity, the corporate identity manual (CIM), and the brand persona and tone of voice. The final module is the Brand Actualization, which focuses on delivering the brand experience, achieving brand advocacy, and tracking brand health.

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