Assessing Brand Health: Ready For The Next Move?
- Topics:
- Brand Management
- Source:
- Marsh & McLennan Companies
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Overview: Business moves are not the only reason to stop and take stock. Early signs of change in customer priorities or the competitive environment also call for a self-evaluation. Indeed, smart brand builders are constantly reassessing their brand, identifying areas of strength and weakness, asking themselves whether their brand strategy needs to be adjusted or overhauled. The changing rules of branding call for new approaches to evaluating a brand's status. Assuming that a strong brand can make a difference for a company, managers need a strategy to capitalize on that potential. That begins with an understanding of the current status of their brand. Different situations call for different brand architecture models are also discussed. With customer priorities and the competitive environment changing so rapidly, companies must try to anticipate where tomorrow's brand opportunities will be. This type of analysis, described in the next article, draws on a library of brand patterns that catalogs different ways in which brands can evolve.
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Format: HTML | Date: Jan 2003 | Pages: 1
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