This competitive strategy recognizes the value of viewing the marketplace not as a “zero sum game” in which your gain is always someone else’s loss but rather as a place in which value can be created by discovering mutually beneficial relationships with other organizations that would traditionally have been considered competitors.
What is the business impact of strong brands? Why are strong brands so important?
Your brand must be available where consumers shop.
The American Marketing Association describes a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”
Each and every brand should choose an intended personality based upon the brand’s aspirations and its customers’ current perceptions of the brand.
