WSM Case 4 - Branding Strategy Discussion

Branding is not necessary for most of the organization. Many organizations has tried to rebrand and revital their brand after some years or getting some momentum for new changes.

From the editor points of view, it can be an edge and risk to the organization. Over here, let's have a discussion of how does it may be possibly linking to WSM strategy

WSM Branding Strategy 1 - Create branding plan to customer's customers

The rationale behind:
developing brand awareness among their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors

For details, please refer to the discussion from the Harvard Business School
http://hbswk.hbs.edu/item/5819.html

What should a CEO do?

• CEO shall be able to understand that building brand reputation reduces commercial risk, insulates the company in a crisis, and provides the common purpose that can bond all the company's stakeholders.
• CEO is a willing brand cheerleader
• CEO helps to bring and improve the customer's customer relation by increasing the exposure and touch between the customers and their customers

How to do so?

We can leverage the theory discussed in WSM Case 3

• Join or sponsor the charity event/compagin is an useful mean to achieve this result to create publicity
• hold some public interested seminers
• hold some competitions

WSM Branding Strategy 2 - Consolidate your branding image from every customer touch

• Most B2B marketers cannot economically address thousands of small businesses using the traditional direct sales force.
• If left unattended, individual managers will each do their own ad hoc marketing. Then brand dilution and pollution is introduce to harm your branding strategy

It can be resolved by starting from internal marketing:
Coordination of company websites worldwide to present a consistent face to stakeholders is the best way to get control of marketing communications that may have become too decentralized.
It is not only for your customers but also fory our employee as well.


For details, please refer to the discussion from the Harvard Business School
http://hbswk.hbs.edu/item/5819.html



WSM Branding Strategy 3 - Connecting with Consumers Using Deep Metaphors

how does your customer think of your branding? what can it be linked with from their point of view? If the answers from the customer is not ourdesired one, then perhaps we shall:

1. rethink our brand positioning and objective
2. strengthen this objective to everybody in our organziation
3. critical access our current branding position in the marketing
4. design a branding position strategy and branding buidling action plan

For details, please refer to the discussion from the Harvard Business Schoolhttp://hbswk.hbs.edu/item/5871.html