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Brand Creation

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March 26, 2011

Emily Zhang and 6 other people answered this question

What department should have responsibility for branding?

Just a thought. I guess the marketing department and strategic department should take the responsibilities. Strategic department may decide the branding direction, culture and budget. Marketing department take the responsibilities of brand awareness, image and other issues. It also depends on if you are going ... more

General Management

Marketing

Brand Awareness

Brand Building

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Dec. 19, 2010

Sam Beamond and 3 other people answered this question

Is branding still important?

I think branding is still important, but I think, especially for smaller mom and pops, that the focus is moving more toward the "personal branding" angle. With social media being worked into every nook and cranny of our business world, people are relating more to ... more

Dec. 14, 2010

Jeffrey Summers answered this question

How do you start formulating a branding strategy?

You have a brand, whether you know about it or not. Ask your top 25 core guests what one thing comes to mind when they hear your name - that's your brand. It's also your 1st step.
You should survey your existing guests who fit ... more

Dec. 10, 2010

Craig Custeau and 2 other people answered this question

What kind of role do logos play for your branding strategy?

Hi Kenny,
I believe Elliot is on the right track. Logos are merely icons that relate the company behind them, to the person's experience with that brand.
For example, if you see the golden arches, what images come to your mind, and what experiences have you ... more

Dec. 9, 2010

Elliot Schreiber and 3 other people answered this question

How effective is rebranding, really?

Greg is making a very good point about brand promise. Rebranding is really repositioning. In positioning, we work to have our customers and others think about us in the way we want them to think about us. We give them our differentiation, the reason to ... more

Dec. 9, 2010

Elliot Schreiber answered this question

How does your brand strategy address different cultural aspects?

First, we need to recognize that whether we are operating within a region of the US with multiple languages and cultures or whether we operate internationally, we always will be dealing with cultural differences. There are some who would argue that you need to develop ... more

Dec. 9, 2010

Elliot Schreiber and 1 other person answered this question

How can I put my own personal touch on a franchise to make it stand out from others?

This is a great question. It lends itself to the difference between strong franchises like McDonald's, versus looser ones like Burger King. The latter has had problems creating an environment that McDonald's has been famous for.
The way Ray Kroc put his personal stamp on the ... more

Nov. 22, 2010

Whit Gurley and 1 other person answered this question

What are the benefits of having an internal branding department vs outsourcing?

Hi Sarah,
This isn't going to be a very authoritative answer, but my sense is that the dividing line you're referring to is going to have something to do with the sheer number of employees that you have, and/or what your total marketing budget is.
If ... more

Nov. 15, 2010

Elliot Schreiber answered this question

What should my branding strategy address?

Your brand strategy should look at several factors, in the following order:
1. How many individual product brands do you have in your portfolio?;
2. Is there competition amongst these brands with the same customers?;
3. How are your brands perceived on a perceptual map from high ... more

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