BOOKLETS

// Excerpt from "Brands: 340 technical terms explained" , by Bengt Anderson

Focus on the brand

Our clients are giving us increasingly more assignments involving brands and branding. The task may be: to develop and launch a new brand; to give an existing brand a clear position in the market; to revitalize a flagging brand; to create a platform for clear and consistent communication of brand values; or to prune a flora of brands that has run wild.

Interest in such matters is rising strongly, because it is becoming more important for companies to build their marketing on strong, healthy brands. Underlying reasons are fierce international competition, shorter product life cycles and increasing technical complexity.

Buyers today have neither the time nor the opportunity to evaluate the offerings form every conceivable supplier in detail. The more complicated the product and the larger its service component, the more the buyer must base his choice on the promise of capabilities and resources that a strong brand implies.

Clarity and simplicity are the keys to successful brand management. It is necessary to limit the number of terms asnd to agree on what each term means.

As a step toward that goal, we have compiled a list of the terms we encounter most frequently in our brand related projects. ( Order the booklet "Brands: 340 technical terms explained")