100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

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148 • 100 GREAT BUSINESS IDEAS


In practice



  • Understand how the brand will be used. Is it to provide
    reassurance, to enable a premium price, or to create a desire to
    buy? Understand what benefi ts the brand offers customers, and
    how reliable and trustworthy it is.

  • Know what the brand means to customers, then deepen this
    appeal. Ensure the tone of marketing is commensurate with the
    brand values and target market.

  • Identify how the brand differentiates a product from competitors,
    to decide which attributes to emphasize.

  • Conduct an audit of the brand to determine how strong it appears
    to customers. This will reveal how the brand can be used in new
    markets.

  • Ensure there is suffi cient investment in the brand, and
    discover how the brand can be strengthened. This active brand
    management will build customer value and loyalty.

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