I read a book that is called Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler and the book states that brand strategy should be build on a vision that is associated with business strategy and it should reflect an understanding of the customer’s needs and perceptions. Also, Brand strategy should show a unique value of a business and its products and services and it is a road map that makes marketing and sales easier.
I believe a Brand used to be just an image that represents a business in the minds of its customers, but in this book the fundamentals of brand strategy are: Vision, Actions, Expression and Experience.
As many companies are launching their products and services online these days, I believe they should create strong and recognized brands so each business can differentiate itself from others. And making use of Web 2.0 will help in building and spreading out the brands to the customers, especially that many marketers consider Web 2.0 as word of mouth on the internet. I feel that Web 2.0 is becoming a direct marketing way between businesses and their customers, do you think so?
2 comments:
Samaa,
Do you think the customer should contribute in anyway towards the definition of the brand?
I don’t think that the customers should contribute in the definition of a brand. However, they are the core of defining and building a brand, because companies are going to understand their customers and build their brands on customers’ perceptions, values, dreams and lifestyles. After reading that book, I have a broader meaning of a BRAND.
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