Building, Measuring, and Management of Brand Strategy

There are eight stages in this process, beginning with building a strong brand. This information explains clearly the important steps to build solid, strong, long term brand name, character and symbol. Next is the Brand Positioning stage, it gives instructions on how to position the brand in various situations. In looking at CBBE model, which is the most important part of strategic brand management, detailed direction is given to build brand equity where the emphasis on choosing brand elements, design marketing, customer relations and marketing is emphasized. The CBBE model also is a like a roadmap that deals with important approaches such as strategy and tactics. Other vital branches including design, brand names, and logos are found in it. Using CBBE effectively will result in building an effective and powerful strong brand, creating successful businesses in the competitive market. Examples such as Apple, GEICO and IBM, personify strategic brand management.

Brand challenges and opportunities deal with the numerous risk factors and opportunities in branding. This leads to introducing and naming new products in the brand extensions stage where academic research, consumer feedback, evaluation of new opportunities based on a particular market. For example, the McDonalds has introduced new brand and lines, and in the age of globalization it has created products for different regions of the world.

Another important stage of SBM is developing a brand equity measurement & management system. It is important to develop a strong and effective management system in order to survive in a sharp competitive market. Therefore this stage illustrates the importance of measuring the sources and effectiveness of BE, and introduces qualitative and quantitative research techniques to tackle ongoing competition. For example GEICO vs. Progressive in the insurance industry.

Finally, the longevity and reinforcement of brands over time. This is equally important when it