As corporations transform from decidedly product-driven organizations into market-driven organizations, and become more dependent on the accomplishment of marketing initiatives, the search for winning marketing strategies is imperative. Corporations can use the information in this document to effectively develop and manage their marketing activities. This 25-page document details the way successful market-driven organizations develop product brand images, communicate marketing plans throughout the entire organization, maintain customer message, and target specific market segments in an efficient and effective manner.
- Creating Customer Connections and Building Market share
- Building and Maintaining the Corporate Brand
- Coordinating Product development and Launch Processes
- Performance Measurement
Sample Best Practices
- Undertake internal branding efforts to ensure that employees understand the corporation as a market-driven, solutions provider.
*Corporate branding is perhaps the most important responsibility of the corporate marketing organization. However, companies often focus on external branding, while neglecting internal branding efforts. Creating an internal corporate identity is perhaps ever more important than creating an external brand identity. It is important for employees to understand what the company stands for so that they can communicate this message to customers.
- Balance corporate and product branding to create customer connections and build market share.
*Company B first developed the positioning for its major product lines and ensured that these “superbrand” images coordinated with the corporate brand image. The company felt that it was important to develop branding and positioning for its “superbrands” before it rolled out individual product branding strategies company-wide. If Company B developed a clear brand image for its “superbrands,” individual product brand strategies would be stronger and more cohesive, aligning with both the corporate and “superbrand” images.
This research originated from a Best Practices, LLC consulting project. It was conducted for a client and was based on interviews, database research, literature reviews, on-line data searches, conference proceedings, professional journals and books, academic research, and analysis of past Best Practices, LLC consulting assignments.