What does it take to build a successful brand? A lot more than just marketing. Successful companies build brands through:
Elements in a brand’s makeup that touch universal consumer chords and transcend cultures. Example – McDonalds.
Great global brands are products of distinctive corporate cultures — born from the inside out. Example – Levi Strauss.
Consumers identify with a brand’s unique style. Example – Volkswagen.
Winning brands are a means to an experience, not just a means to an end. Example – Disney.
Creating a competitive difference, even in mature categories. Example – Dodge.
The best in class get 360-degree exposure. Example – Coca Cola.
Consumers sort brands emotionally. The great brands speak to the heart as well as the head. Example – Hallmark.
Industry leaders that express a point of view through their brands. Example – Microsoft.
Establishing bonds around the world through symbology or language. Example – Apple.
Building the value of the brand on the corporate balance sheet. Example – Gillette
* Conducted by the Sterling Group, an international branding consultancy.