BRANDING
“Identity is cause;
brand is the effect.”
Larry Ackerman
ESTRATÉGIA
Branding is the management of brand perception. Through consistency between strategy, plans, guidelines and actions, it aims to build brands that are valuable to consumers and that are appropriately positioned in people's minds. Branding should guide the development, acquisition and implementation of benefits desired by consumers, in addition to ensuring that promises made by brands are fulfilled and ensuring customer trust.
“However brilliant the strategy may be,
you must always look at the results.”
Winston Churchill
The company has four choices when deciding on its branding strategy. It can introduce product line extensions (existing brands extended to new sizes, flavors, etc. in existing product categories) , brand extensions (brands extended to new product categories) , multibrands (new brands launched in the same product category), and green brands (new brand for a new product category) .