There are times when a business lose it or actually should brand an initiation. With no branding strategy that is successful, an innovation can be short lived - diffusing into a market that is confused with its impact dissipated --or become another internal initiative that is forgotten.
In such instances, branding can make all the difference. Branding, it should be highlighted, does not mean just placing emblem and a name on an initiation. Rather, it means making the brand an essential part of a coherent strategy, supported by sufficiently funded and actively managed brand-building programs. Yet, not all initiations deserve this kind of program and over-branding can pose company threats.
PUBLICATION DATE: November 01, 2007 PRODUCT #: CMR376-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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