A company’s brand is an asset to manage and leverage. The rewards for successful brand management can be great: It can address important customer needs, build a sustainable emotional connection with customers, leverage an organisation’s strengths, develop a competitive advantage through differentiation, and inspire and help mobilise workers. Managing a company’s brand on a global scale provides the same benefits, but also consistency and clarity in brand identity across the differing characteristics and demographics of the marketplace.
These rewards are not easy to achieve. It takes time, discipline and a definitive process. In the application of BBN’s highly effective Brand Asset Management (BAM) model, we utilize a proven process to create a rational way to make decisions, resulting in a common vision and inspired consensus for the brand identity. The BAM model was co-developed by an international team of strategists from BBN partner agencies. It represents the synthesis of global best practices and has been peer-reviewed, tested and internationally vetted.
An organisation-defining brand is important to any company that wants to try to stake out its position and differentiate itself in the marketplace.
There are five key elements we have learned to be critical factors, all essential for the success of any global branding effort.
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