Strategic Brand Management

Successful brand development is reliant on far more than creating a strong image through the marketing communication mix. This is the area of which the consumer will be most aware, but the less visible elements are crucial ingredients in creating a strong brand. Factors such as providing product quality, continuous product development and high levels of service are potential components of a successful brand yet are not as visible as elements of the communications mix. Significantly marketing communication skills are co-ordinated by agencies outside the organisation, whilst the other components of successful brand development have traditionally been reliant on the company’s internal assets and competencies.