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How Successful Brands Will Be Built In The Future | Part Three

January 17, 2017

How Successful Brands Will Be Built In The Future | Part Three

THE PARAMETERS FOR BRAND SUCCESS

There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come.

5. DIVERSIFICATION:
In addition to the trend toward increased integration of branding measures, strategy-driven diversification is also becoming more and more important, particularly in the branding arena. This is due to expansion into new markets, and also due to the acquisition and the creation of additional brands designed to make the portfolio more resistant to crises. Future brand-building activities will include analytic processes that provide quantifiable decision-making tools to help minimize risk, as well as structural models and decision trees for efficient management.

6. INDIVIDUALIZATION;
The trend toward the individualization of product offerings continues unabated. Branding activities must ensure that brand strength is not diminished by the sheer quantity of variants. At the same time, it is necessary to integrate stakeholders into the “service performance” process.

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