Brands are an important aspect of companies’ strategy and enable their transformation. They are useful in the development of performance and can strongly support the innovation process.
Business developments, brands strategic vision, commercial and financial communication are all connected. Strategical choices are finally proven by the revenue growth and the adoption of the brand by the customers.
Success is possible after an in-depth market study and also the value assessment of the brand(s). The positioning on the market, the differenciation regarding competitors, and product renewal are all common factors in the creation of a strong brand.
Dealing with market mutations, it is essential to think through the company strategy and to consider further the positioning of its brand on the market, the associated value of this trademark, that is linked to its notoriety.