Thursday, September 22, 2005

ON BRANDING

Branding can be done even by the smallest company, says an academic. After a company decides what it wants to be known for, David Shore (Harvard School of Public Health) advises executives to compile profiles on competitors by visiting their stores and Web sites, talking to their customers; among other actions to pin down market share. What is also key is: 1) Knowing what "extras" a competitor offers. 2) A successful brand will even go beyond name recognition 3)" Branding equals perceived quality plus strategic awareness plus singular distinction."

The Coach suggests…get on your competitor's mailing list.

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