6 steps to protect your brand

11th March 2009..

 

In the current climate, consumers are thinking more carefully about brand allegiance than ever before, so it’s important that brands set up to protect themselves from losing market share. Here are 6 steps to help ensure your brand stays on top:

1. Decide internally your brand is an ‘essential buy’ – the brand needs to add value to a consumer’s life and deliver satisfaction on an ongoing basis

2. Communicate why people can’t live without your brand – this needs to be a mix of both functional and emotional elements

3. Create a historical context for your brand – play up the heritage to make consumers feel comforted

4. Develop an innovation tool – innovation gets peoples interest and adds value

5. Emphasise relevance in the current market – brands need to change what they say in order to resonate with consumers in the current market

6. Build a meaningful relationship – brands need consumers to feel part of the brand and share in both its public and financial success

Marketing Week 05.03