We all at one time or another, had to explain why it is so important to create or sustain strong brands (especially to people who do not necessarily revolve around the wonderful world of marketing ). Here is an overview of the main reasons that you can use depending on location and type of interlocutor. I also added a parenthesis or marks that correspond to profit.
Arguments in favor with your friends / colleagues executive :
- Greater ease to offer new products or brand extensions (Tide). Although I'm very lukewarm towards this strategy in general, it nevertheless remains a strong brand allows easier transfer of equity.
- peace of mind among consumers (Oasis) . A strong brand facilitates or accelerates the process of buying the product because the customer can virtually be put in automatic mode intellectually. It identifies more than it evaluates the product in stores. A strong brand also suggests continuity.
- A bulwark in crisis (Tylenol, Perrier, Toyota). All the sympathy accumulated over the years allows brands to cross more easily periods of turbulence.
Arguments in favor with your friends / colleagues finances or consistency :
- incomes and shares Pursuing higher (Apple). In fact, the most tangible benefit, or at least, the most attractive.
- A higher stock market value (Coke) . Featured Products often gushing about the company and apart from their contribution to profits, they can even boost its multiple capitalization of profits ( Price Earnings Ratio).
- A less price sensitivity and price wars (several brands of clothing, Billabong Youth, Roxy through DKNY) . Indirectly, this means u do increased customer loyalty and margin and p rofitabilité improved.
- A better word-of-mouth and less need for traditional advertising (Montreal Canadiens, Girondins de Bordeaux) . People like about the brands they like and the new social media amplify this phenomenon and demonstrates indirectly. Moreover, the strongest brands in the market are given more advertising awareness that what they are actually invested.
Arguments in favor with your friends / colleagues HR :
- A clearer corporate vision (Nike). This will attract, retain and to rally employees and partners.
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