Creating And Maintaining Desired Brand Identity Essay Example

Reference: Kotler, P. & N. Lee. (2007) Creating and maintaining a desired brand identity. In Marketing in the Public Sector: A Roadmap for Improved Performance. (pp. 107-132). Upper Saddle River, NJ: Wharton School Publishing.
Theme: Establishing a credible brand identity is very important in public sector as it is how you want your consumers to perceive and accept the brand.
Summary:
- A strong brand strategy plays a key part in building one of the most successful government-industry partnerships. ENERGY STAR EPA is a great example of this.
- A brand strategy must evolve by increasing the brand awareness through promotions, advertisements and public campaigns. Also, it must align its objectives with the consumers benefit.
- The first thing is to establishing a proper brand identity ensuring that the company’s brand image is on target.
- Brand elements include the name, slogan, logo, characters, music, signage, packaging and colours. These elements can be leveraged to succeed in the long run.
- Main steps of establishing a brand identity include establishing a brand purpose, identifying the target audience for the brand, articulating the desired brand identity, crafting the brand promise, determining the brand’s position relative to the competition and selecting the brand elements.
- Selection of the right brand elements depends on key factors; these elements must be memorable, meaningful, likeable, transferable, adaptable and protectable.
- The next stage consists of maintaining a desired brand image and managing this identity. It is necessary to develop a broad range of contact and touch points for customer transactions and positive experience with the brand.
- Adequate exposure of brand elements is essential to ensure it is positioned properly in audience’s mind. The brand position needs to be tracked, measured and sustained over a period of time.
- Finally, it is necessary to revitalize the brand when the preference of consumers change or new competition emerges.
Reference: Kotler, P., Keller, L., Koshy, A.(2009). Marketing Management. Pearson (pp: 95-96) Application: A proper and a sustained promotion of a true brand identity would help an organisation in public sector achieve its marketing objectives.
References
Kotler, P. & N. Lee. (2007) Creating and maintaining a desired brand identity. In Marketing in the Public Sector: A Roadmap for Improved Performance. (pp. 107-132). Upper Saddle River, NJ: Wharton School Publishing.
Kotler, P., Keller, L., Koshy, A.(2009). Marketing Management. Pearson (pp: 95-96)