Brand marketing

If your business has a name that its customers know and use, you have a brand.
Brands are often the most valuable assets that an organisation has, not least because the strength of the relationships between your customers and your brand affects your future earning potential.

The power of a local or international brand marketing strategy will be very influenced by how well the values, personality and symbols of the brand are understood and exploited. Gaining such understanding often calls for marketing analysis and research, and this is particularly important when developing marketing communications. Working with a marketing consultant on these crucial aspects of your business can be a very worthwhile investment.

There are many conceptual models that can be used in considering how a brand should be marketed.
This is one that I have found useful. It provides a simple framework to work on how the brand interacts with its consumers and its competitors, in the wider context of its marketplace.

Marketing Thinking from GCM Marketing Ltd. provides consultancy, advice and practical help with marketing analysis, marketing research, business and marketing strategy, marketing plans, marketing communications, brands & positioning, from a base in Scotland. Copyright © 2004, 2005,2006.