Brand Marketing Strategy | IMD Business School

Brand Marketing Strategy

The brand marketing strategy determines whether products and services are successful in the marketplace. Today's quickly changing and increasingly global environment requires new skills and tools to respond to new consumer demands and habits. Traditional brand strategies are no longer sufficient in reaching customers and convincing them to buy products. The latest tools must be used not only to reach customers where they are, but also to maintain relationships over a long period of time. In this context, management of the brand marketing strategy becomes a key business process for organizations.

In order to be successful, the brand marketing strategy has to be based on a strategic planning process associated with the overall business strategy. It needs to take into consideration the profile of the company, its business objectives as well as the unique selling point. Competitive differentiation is what allows companies and products to stand out in today's busy consumer environment.

The brand marketing strategy should also be based on corporate vision, mission and values. This contributes to building an internal community of brand ambassadors. It is particularly crucial that brand marketing strategy is clearly linked with corporate communications objectives. Corporate communications provides a strategic framework helping to structure marketing efforts, with internal alignment becoming one of the key success factors.

A brand marketing strategy must additionally to take into consideration the newest trends and technological advances - often not just locally, but globally. These include new communications and social media trends as well as changes in consumer preferences and practices. A brand that fails to stay up-to-date and relevant is unlikely to last long.

The brand marketing strategy must be frequently reassessed and evaluated. There is no "silver bullet" guaranteeing success in every marketing campaign. Each and every individual marketing campaign and associated brand marketing strategy has to take into consideration the context as well as current business objectives. It has to be clearly linked to the true corporate essence and be able to tell its own story. Only in such a way is it possible to build sustainable, efficient and effective brand marketing strategy.

Building brand marketing strategy competencies
Building a brand marketing strategy clearly requires a number of skills and competencies. Many business management schools offer courses on marketing and branding and creating a marketing strategy plan. Some offer even more specialized training, such as in B2B sales and marketing. For the best results, stick to top international business schools. These provide the highest quality business management courses, with the necessary global perspective.

In order to continually develop the best marketing strategies, brand and marketing managers need to frequently update their skill set and knowledge in order to keep pace with new developments. Ongoing executive education is one way to do so, as is attending conferences and other business forums. By staying at the forefront, brand marketing managers can anticipate and leverage new trends - ensuring the best results from their brand marketing strategy.

 

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