Once name, logo and corporate design have been defined, the objective is to bring the brand to life. And here it is not enough – although this view is still widespread – to simply roll out guidelines, distribute them throughout the organization, and hope… Read More
What is meant by sustained BRAND implementation ?
Once name, logo and corporate design have been defined, the objective is to bring the brand to life. And here it is not enough – although this view is still widespread – to simply roll out guidelines, distribute them throughout the organization, and hope that this will result in implementation of the brand as if by magic. Rather, brand implementation means systematic and consistent execution of the brand image across all corporate divisions, locations, communication channels and media. But it also means a holistic view of the brand and of marketing, as well as coordinating change processes across all internal and external stakeholders. With this in mind, brand implementation can be understood as an “ongoing journey” which calls for management of the brand’s image and presence in the light of changing requirements in the markets, the target audiences, technologies and the socio-cultural environment, or in one’s own corporate organization.
That leaves the question of how to practically implement all this. With increasingly complex structures and ever-leaner organizations, it is hardly possible to manage – let alone control– changes of the brand presence or provide a continuous assurance of a uniform brand image using only existing internal resources.
Additionally, there are five major obstacles which experience has shown hamper effective implementation:
1. Lack of communication
2. No inventory & needs analysis
3. Lack of consistency
4. Undefined Processes
5. Fragmented Organizational structures.
Link: http://kalpeshpatil.quora.com/The-Brand-Asset Read Less