Branding and identity impacts the business performance of all modern companies regardless of industry, market and culture. They need to leverage the brand assets within the entire organisation. The postmodern individual demands that brands live up to their promises in every interaction whether it is through products and services, employees, identity or communication.
A coherent brand and brand portfolio gain trust and loyalty with customers enabling profitable relationships between companies and their customers.
Products versus brands
Products and brands are often creating confusion. They are very different items. Read why they need to be viewed separately.
Corporate Branding
A perspective on how the corporate and brand identity are major drivers of the marketing plan.
Brand Value
Even when faced with better price/ performance combinations, consumers seem to be choosing perceptions over facts.
Brand Management
Successful brands are long-term investments - you must communicate your promise and keep delivering it over time.
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"Martin is a top tier executive, business consulting professional
whose accomplishments when it comes to branding excellence,
leadership and Asian knowledge, are second to none.
He is bright, articulate and freely shares his knowledge with
wit and directness. He approaches both life and the consulting
process with integrity, knowledge and a "can do" attitude. I would
recommend him without hesitation."
Michael Aagaard Andersen
Managing Director
Pandora Asia-Pacific
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"Building successful global brands is - and will be - critical for the rapidly increasing
number of Asian champions on the global stage. Martin Roll provides a compelling and practical
roadmap on how to do this based on his extensive experience advising Asian corporations."
Dominic Barton
Worldwide Managing Director
McKinsey & Company |
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"Asian Brand Strategy is an important handbook for Asian executives
aspiring to build strong brands. It provides a solid foundation for future success in the global market place."
John A. Quelch
Lincoln Filene Professor of Business Administration Harvard Business School and Chairman of the Academic Council at CEIBS
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