Building and managing a successful brand with the three Cs: Consistency, clarity and conformity

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Even though effective branding is fundamental to the success of any business, the concept remains misunderstood in some regions. Many Asian boardrooms, for example, tend to perceive branding solely as a marketing activity and fail to appreciate that it should reach out from every nook and cranny in order to grab the customer's attention. In other words, branding should be fully incorporated into the overall strategic plan with systematic support throughout the organization. If total alignment with corporate strategy is to be achieved, the organization must clearly set out an identity, strategy and implementation plan for the brand. Brand models come in various shapes and sizes – the key is selecting, developing or modifying one most appropriate to the company's culture and style. Sometimes only minor adjustments will be needed but, as we all know, it's the little things in life that often make all the difference. Once the objectives are set, rewards will only follow if they are strictly adhered to.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Building and managing a successful brand with the three Cs: Consistency, clarity and conformity", Strategic Direction, Vol. 23 No. 1, pp. 19-22. https://doi.org/10.1108/02580540710716554