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  • Writer's pictureBRANDS & U

Strategic brand management to achieve profitability and competitive advantage 

Strong brands generate interest, appeal to new customers, and improve a business’s general advertising strategy. Building and defending a powerful manufacturer are the key elements that determine how much profitability your business can realize. For the higher area of a decade, approach has been a business organization buzzword. Top executives replicate on strategic ambitions and missions. Trivial planning has lost its glamor and the planner have all turned into strategists. Brand positioning strategies seeks to create unique identity and position for its products, services and ensures that both product and organization create value beyond that of their competitors. (Ind, 1997). Instead of behaving like massive unwieldy bureaucracies, they have been nimbly leap-frogging smaller competitors with technical or market innovations, in proper entrepreneurial fashion. Successful corporations consider branding an investment, and they understand their brand is a treasured asset. These brands ooze success, proving market visibility and awesome reputations build customer loyalty. Researches indicate that formal strategic planning does indeed evolve along similar lines in different companies, albeit at varying progression rates.Comparative advantage, can lead countries to specialize in exporting primary goods and raw materials that trap countries in low-wage economies due to terms of trade.

Competitive advantage attempts to correct for this issue by stressing maximizing scale economies in goods and services that garner premium prices (Stutz and Warf 2009).

The Four Phases in the Evolution of Formal Strategic Planning

The strategy described here has already proved useful in evaluating corporate planning structures and techniques and for indicating approaches of improving their effectiveness .

  • Phase 1: Basic Financial planning - Companies in Phase I often display powerful enterprise strategies, but they are not often formalized. Instead, they exist. The only concrete indication that a commercial enterprise method exists can also be a projected revenue growth rate, once in a while certified with the aid of certain debt/equity pursuits or other specific monetary objectives.

  • Phase 2: Forecast based planning- Phase II improves the effectiveness of strategic choice making. It forces management to confront the long-term implications of choices and to give thought to the viable enterprise impact of discernible modern-day trends, nicely before the consequences are visible in contemporary income statements. The issues that forecast-based plans address—e.g., the have an impact on inflation on future capital wants or the inroads foreign manufacturers may additionally make in domestic markets—often lead to timely enterprise selections that beef up the company’s long-term competitive position.

  • Phase3: Externally oriented planning - In the surroundings of rapid change, activities can render market forecasts obsolete nearly overnight. Having many times experienced such frustrations, planners commence to lose their faith in forecasting and rather strive to recognize the primary marketplace phenomena riding change. The result is frequently a new hold close to the key determinants of enterprise success and a new level of planning effectiveness, Phase III.In this phase, resource allocation is both dynamic and creative.

  • Phase 4: Strategic management - Phase IV joins strategic planning and administration in a single process. Only a few agencies that have been studied have clearly managed strategically, and all of them are multinational, assorted manufacturing companies. However, it is not a whole lot of planning technique that unites these organizations apart, but instead the thoroughness with which management links strategic planning to operational selection making.

Successful branding leads to increased revenue

Many assume that solely the “big consumer” organizations can understand these profits. They spend greater money and time advertising their brand and therefore they comprehend a greater ROI. But B2B manufacturers now recognise the advantage of building a compelling brand. From storytelling and regular messaging to conveying a temper with applicable visuals, your organization can comprehend a return from the unification of your brand. Your company needs to inform your brand's compelling, differentiated story. It requires the whole lot from visible elements (logo, fonts, colors, etc.) that symbolize the company to the mission and values that serve as the company’s foundation. Nothing start barring a thorough competitive analysis. It is at the core of best-practice brand development. You can't differentiate without looking at how your opponents are positioning, messaging, and branding. They assist you establish your benchmarks.

Personification affords a more private platform that each interior and external audiences can relate to. It converts the “abstract” traits your agency stands for and makes them greater human – and therefore more relatable. Whether personification is dealt with by the phrases you pick to use or the visuals you select to carry your brand, it will make you extra understandable and increase quickly.

A brand desires research, defined strategy, exceptional messaging, compelling creative, and hints to make sure regular utility throughout all media. As branding has changed, so have company standards. While brands nonetheless give stakeholders statistics with regard to process, they are a good deal extra integrated with the “who and why” businesses exist.

The company and building brand equity are identified as being widespread elements in achieving positional benefit in the market and, thus, monetary benefits. Brand positioning method is recreation layout that creates a suit between a corporations competencies and the

environment. It is an action design that a company takes in order to reap a set of desires aimed at responding to modifications in the environment. Brand positioning guides firms to finest

performance thru setting up aggressive benefit in this system organizations

consider alternative guides of motion and pick a set of Brand positioning strategies for their business units. Firms appoint strategy in a dynamic surroundings in order to adapt to new realities.

It is worth noting that Brand positioning strategic issues need to be considered within the context of the organization. Different organizations are likely to emphasize on different aspects of Brand positioning strategy because their contexts and environments differ. For some, according to Johnson and Scholes (2002) it is competitive strategy, for others, it is

understanding their competencies while others stress on creating strategic fit, Others talk of innovation. Brand positioning Strategic responses grow out of a firm's assessment of its current situation, Pearce and Robinson (2002) intimate that such decisions have broad

implications and need power to authorize the necessary resource allocations.

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