A Brand And Its Marketing Partner
- Topics:
- Brand Management,
- Marketing Strategy
- Tags:
- Brand,
- Branding,
- Lens,
- Marketing,
- Marketing Research,
- Stephen M. Rapier
- Source:
- Stephen M. Rapier
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Overview: While at first glance it may seem self-evident, organizations that rely exclusively on a small subset of either traditional marketing or branding analytics for crafting a brand's communication strategy are potentially ignoring the greater value to be gained by leveraging the symbiotic interrelationship that exists between the external lens of marketing and the internal lens of branding. The paper mentions that whether tasked with reviewing the potential merit of executing, an advertising campaign that seeks to position the brand favorably with the financial community. With planning the launch of a newly acquired brand, the individuals charged with evaluating a communication approach will typically make their observations through one or both optical instruments comprised of a "marketing lens" and a "branding lens". These lenses offer unique focal powers that facilitate the cognizance of the various components that contribute to the success of a brand communication strategy.
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Format: PDF | Size: 22KB | Date: May 2003 | Pages: 3
