Creating and Maintaining a Desired Brand Identity
Creating and Maintaining a Desired Brand Identity
Reference:
Kotler, P., & Lee, N. (2007). Creating and Maintaining a Desired Brand Identity. In P. Kotler, & N. Lee, Marketing in the Public Sector: A Roadmap for Improved Performance (pp. 107-131). Upper Saddle River, NJ: Wharton School Publishing.
Theme: The creation of an effective brand is instrumental to the enhanced awareness and success of the established identity associated with the brand.
Summary:
Contemporary organizations have endeavored to create a good brand identity with the ultimate goal of securing a desired strategic position in the minds of the target market. As such, the concept of branding was initially presented through the example of Energy Star, disclosed to be positioned to assist in the protection of the environment. Concepts on branding were discussed through providing definitions of the term and related terms on branding; as well as stipulating its primary function. Creating the desired branding identity allegedly requires six steps, to wit: (1) establishment of the purpose; (2) identification of the target market; (3) articulation of the desired identity; (4) crafting the promise of the brand; (5) determination of its position vis-à-vis that of its competitor(s); and (6) selecting the elements . Likewise, strategies to maintain the desired brand image were detailed prior to providing crucial information to either revitalize or reinvent a slugging brand image.
Comment on another Reading:
The article entitled “Building brand identity in competitive markets: a conceptual model” applies to the topic through asserting that there selection of brand elements contribute to the successful maintenance of the desired brand identity .
Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, Vol. 17, No. 1, 4–12.
Application:
Knowledge of creating brand identity would be instrumental in the development of branding strategies that would ensure enhanced brand awareness and sustaining the desired image and identity to the target clientele.
References
Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, Vol. 17, No. 1, 4–12.
Kotler, P., & Lee, N. (2007). Creating and Maintaining a Desired Brand Identity. In P. Kotler, & N. Lee, Marketing in the Public Sector: A Roadmap for Improved Performance (pp. 107-131). Upper Saddle River, NJ: Wharton School Publishing.
