How a brand strategy helps deliver sustainable competitive advantage


To succeed in today’s competitive markets sustainable competitive advantage is vital. A clear brand strategy helps create this and ensures that everyone in the organisation understand the brand and its offer.

This includes the objectives, the brand promise and the specific attributes that support it. For example, product, service or performance features and / or the emotional benefits that are derived from these.

It defines how the brand is perceived in the market and the values that support that reputation. Critically, in doing this it sets a benchmark for the brand and the company’s behaviour and that guides employee conduct too, from quality control, to sales language and to ethics. It is often not only ‘what’ you do, but ‘how’ you do it that counts.

This is particularly important in highly regulated markets such as aviation and financial services, where the consequences of reputational damage can be huge.

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