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What can be input to build a brand?

Updated: 11/10/2022
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11y ago

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Brand vision must be written down as a statement like the one we have for the fast food

business. The question is how to build that statement, for it has implications for so many areas,

the prime one being finance. You need to commit yourselves to pre-production expenses

followed by full-fledged production, marketing, and other areas. Reaching the vision, therefore,

is very serious and cannot be the decision of just one manager.

It is a systematic process that involves people from the top management right down to the level

of brand managers. Development of the vision leads brand management to develop the right

picture for the brand. It is a four-part approach as expressed by Scot Davis1.

1. Seek senior management's input

2. Determine the financial contribution gap

3. Collect industry data and create a brand vision starter

4. Meet with senior management to create the vision

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