The Brand Proficiency Indicator
It is extremely difficult to identify which companies are good at branding.
NEW THINKING
It is extremely difficult to identify which companies are good at branding.
A multiple choice question: is Land Rover British, German or American? Or none of the above? That’s right – it’s Chinese. The Shanghai Automotive Industry Corporation (SAIC) recently acquired the brand and the rights to all its past models for US$140 million.
There are two kinds of brand management: intentional branding and holistic branding.
It has been a gloomy month for US retailers. Iconic brands such as Linens-n-Things and Mervyns are in liquidation, while former electrical retail powerhouse Circuit City filed for bankruptcy protection last week. Store sales are down at every major US retailer – except one.
I have helped organizations position their brands through consensus building brand positioning workshops since the mid-1990s. As a part of that process, I have the workshop participants (mostly organizational leaders) select the brand personality attributes for which they want their brands to stand.