IMC Brand & Brand Management
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IMC Brand & Brand Management
Brand is not only a logo,color palette and slogan, it is also a very important component for a business.
Curated by Benny Yang
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Rescooped by Benny Yang from IMC: Branding Strategy!

Branding Strategy Insider | Strong Brands And Corporate Growth

Branding Strategy Insider | Strong Brands And Corporate Growth | IMC Brand & Brand Management |
In what ways does developing a strong brand increase a company’s growth potential?

Via Kerri-Ann Choromanski, Rakesh Kanji
Benny Yang's insight:

I am agree with this article. It is relevant to Brand Equity. Strong Brands can help a business develop product or service faster and with discipline. It will be easier to attract the right kind of partner or investor. Strong brand can be handy in many areas just like Apple. 

Lilia Storonskaya's comment, March 21, 2013 6:51 PM
The article gives a good explanation of links between the strength of brand and company's success (in terms of revenue, recognition, awareness and so on). However, what it does not mention that the brand strength cannot be developed overnight (meaning the short period of time). All the companies that were used as examples worked hard in the past for many years to build their brands and these days they for sure engoy the benefits of their hard work.

Furthermore, I agree with you. That got me thinking, do we as consumers give a real chance to other companies to establish their brands? Or we just buy and use what we know best without willingness to switch? Also, as an example, we all know the "bad sides" of Coca-Cola; alot was said about its unhealthy influence. But we keep using it because it is such a strong brand that we tend to close our eyes on the negative points. Is it also a part of company's success?
faisal bin afif's comment, March 21, 2013 8:10 PM
A strong brand arguably would allow a business to leverage of this to gain a larger share of the market. Depending on the business and its strategy increased revenues through increased market share may be more important than charging more to increase revenues. Otherwise the strength of a powerful brand cannot be underestimated by the marketer and must be leveraged through an integrated marketing communication strategy to generate maximum benefits. Therefore the importance of a firms brand is paramount to all marketers.
Avi Prasad's comment, March 21, 2013 8:32 PM
I agree with the article, yes strong branding strategies can lead to strong growth for a company but it has to also do with the market you are in as well, not only that matching a strong brand with the ability to match what the brand strategy is selling to the consumers is crucial, failure to do so will lead to negative brand image. I also agree with Faisal, yes it would lead to a greater market share and like the article states allows the company to charge somewhat of a premium because of the brand image of that company. Brand strategy how ever like Fasial has said only a component in both a integrated marketing communication strategy and marketing strategy.
Rescooped by Benny Yang from Brand Strategy and Marketing!

A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | IMC Brand & Brand Management |
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?

Via Rebecca Boschma
Benny Yang's insight:

Brand is the entire experience your prospects and customers have with your company, product or service. It is a Brand Cognitive and audience awareness. Branding strategy is crucial for product and service sold in huge consumer market, which is long-term development. So, I think both Brand and Strategy are equally important.


Jieyi Situ's comment, March 21, 2013 4:36 PM
A strong strategy can prop up a strong brand, On the other hand, a strong brand can help company send more information to the customers. So in my opinion, both strong strategy and strong brand are important.
breanna france's curator insight, April 7, 2013 9:30 PM

This artcle got my attention as it has helped me to understand what to do once you have a marketing strategy.. you create a brand! with the force of the three aspects of brand, marketing and business strategies this can be such an important component of building a brands image. Also out of the three I personally think that the brands strategy is one of the top things a business can have because if they dont have a brand image no one will know what the company is about.

Ying Wang's curator insight, September 25, 2014 1:19 AM

Brand is the entire experience your prospects and consumers have with your company products and services. It is a Brand Cognitive and audience awareness. Strategy of Branding is crucial for products and services sold in huge consumers market, which is a long-term development. So in my opinions, both Brand and Strategy are a equally important. 

Rescooped by Benny Yang from IMC- Brands & Brand Management; The Importance of Brands!

The Importance of Brand

The Importance of Brand | IMC Brand & Brand Management |

"The brand itself tells us or lets us imagine how good or bad the product is even if we never tasted it before."

Via Keane Orchard
Benny Yang's insight:

Yes, brand is important, not only for a business but also for the consumer. It can make us to realize and keep it in our mind easily. Just like Nike shoe and Sony PS3/PS4. A quality product and service can establish a quality brand, and the improvement of product and service will reinforce the brand. It is make sense to understand that branding is not getting your target market to choose you over the competition, but it provides a prospect for you.

Jieyi Situ's comment, March 21, 2013 5:23 PM
Need to say again, a strong brand is really important for a company, it's part of the equity of the company. Once customers try the product, like it and buy it again, the brand is kinda successful. A good brand can reduce customers' time for selecting. And I do very agree with the comment above, if one person wearing a brand, we will find people who are his/her friends might also wearing this same brand. A brand should provide better product and service for getting customers' loyalty.
Connie Guan's curator insight, May 5, 2013 3:02 AM

Brand is significant as it separates a product/service at the thoughts of the customers from other competitive offerings. The differences prevent a slip into products commoditization, and it leads to environments where customer’s choices focus mostly on pricing. Branding supports bigger gross margins, and it is why most products seem mostly the same but on different prices.


In my opinion, brand provides a connection. Being the consumers, we tend to expect things surrounding us are familiar. For this reason, brand becomes familiar in our lives and we seek them out, such as, toothpaste from Crest, shoes from Nike, soft drink from Coca-Cola. As we live with the familiar ones, we build the long term relationship with brand. Walter Landor stated that "Products are made in the factory, but brands are created in the mind." Whereas brand means differences to consumer, the main point is the connection between the brands and the consumers.

Sarah Johnston's curator insight, August 22, 2013 6:43 PM

Branding is highly important. Products and services with good branding are able to be picked out from a group as they can be recognised more easily then regular products. Good branding can be defined as something that is familiar to consumers - something that is remembered, something that has a memorable logo and even slogan. For instance Nike - this is a good, remembered brand as they have the tick logo and "Just Do It" slogan, that consumers remember after buying the product and being satisfied with the outcome.
Without this branding, consumers could love the product, but not really know who made it/ where it came from, and therefore probably will not go out to find their other products later. Knowing that something is "Nike" or another specific brand, means the consumer can continue to buy from Nike, suggest it to friends and other members of the public will notice the logo as well and can look up the brand as well.
Branding creates an image, promotes sales, promotes long-term customers and loyalty. Branding is highly important to success.