Brand development has become a major focus for firms hoping to find or maintain success in advanced markets. According to Steve Forbes, “Your brand is the single most important investment you can make in your business.” And he certainly is right.
A brand not only serves to identify firms and what they offer, it also conveys a company’s positioning strategy and value proposition. Promotional elements such as logos, names, symbols, and colors, are commonly leveraged for branding purposes but a brand can also be reinforced through pricing and distribution systems. For instance, if a company wants their product to be viewed as the best of the best, then they wouldn’t want it to be found on the shelves at a discount store. This is why Burberry has been known to burn excess inventory and perhaps it is also why premium brands will leverage opportunities to recycle their products.
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