American Banker

The First Step to a Winning Brand Strategy is Deciding Who You Are

The First Step to a Winning Brand Strategy is Deciding Who You Are

The brand positioning and marketing issue must be consistent with strategy.

By Charles Farkas & Vijay Vishwanath

  • First published on novembro 12, 1997
  • min read

Article

The First Step to a Winning Brand Strategy is Deciding Who You Are
en

The brand positioning and marketing issue must be consistent with strategy. If the strategy is to be the premium service provider, the image should project that, instead of something else like low price.

Download PDF
Tags

How We've Helped Clients

From Laggard to Leader: Desjardins Evolves Member Centricity for the Digital Age

See more related case studies

Lean Six Sigma improves plant performance and cuts costs

See more related case studies

Lean Six Sigma solves a commercial bank's growth problem

See more related case studies

Quer saber mais?

Ajudamos líderes do mundo todo a lidar com desafios e oportunidades cruciais para suas organizações. Juntos, criamos mudanças e resultados duradouros.