For any company, branding is critically important it reflects and shapes relationships with its stakeholders customers, media, investors. Branding could mean the difference between success and failure. Just found an interesting article from author of author of Asian Brand Strategy: How Asia Builds Strong Brands, Martin Roll presenting 10 crucial steps for succesful corporate branding strategy:
A brand is a consistent, holistic pledge made by a company, the face a company presents to the world. A brand serves as an unmistakable and recongnizable symbol for products and services. It functions as the “business card” a company proffers on the competitive scene to set itself apart from the rest. In addition to differentiating in this way, a brand conveys to consumers, shareholders, stakeholders, society and the world at large all the values and attitudes embodied in a product or company. A brand fulfills key functions for consumers and companies alike.