Protect Your Brand at All Cost
There are a multitude of theories, strategies and studies regarding the best ways to build and maintain brand value. Whatever approach you take, a combination of conventional brand strategies and new practices that address social media is the smartest play.
Strategies that focus on building competitive muscle, recognizing weakness and creating opportunities are at the core of generating brand value. Recognizing when and where your brand is outperforming and underperforming your competition is essential in building value.
Only your brand can harm itself; only your company can place your brand in harm’s way. Consumers, retailers, editors and analysts will attack your brand and celebrate its failures. But that’s only after your company has failed in living up to its brand promise and intentions. Consumer loyalty is dictated by the relevance and power of your brand, as well as the services that support it. It is up to your company to create customer loyalty.