Ensuring that the brand has a carefully crafted mission, vision, values, purpose and promise
Maximizing relevant brand differentiation
Ensuring that the brand has an attractive personality
Making sure the brand stands for something important to the target customer
Making sure all employees understand what the brand stands for
Aligning organization strategy with brand strategy
Creating and sustaining organization-wide passion for the brand’s mission, vision and promise
Ensuring a culture of brand: that the organization delivers against the brand essence, promise and personality at each point of contact the brand makes with employees, customers, shareholders, the press and any other stakeholders
Ensuring that the brand acts with consistency and integrity
Maximizing the target customer’s awareness of the brand
Infusing the brand with relevant innovation
Keeping the brand alive and “vital”
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