Branding is becoming ever more important as companies face an increasingly global and competitive marketplace. But what should companies be focusing on when managing this key intangible asset? This report provides in-depth analysis of the key challenges of branding and how companies can respond effectively.

• Covers the key challenges facing brand strategists, with case studies of how particular industries have been affected.
• Each case study's conclusions are applicable to all industries looking for best practice ideas.
• Industries covered include consumer markets, utilities, financial services, logistics and healthcare.

There are two important insights into managing brand through mergers and acquisitions successfully. Firstly, serious problems can be created by not actively managing the brand through such developments, which can cause brand equity to suffer. Secondly, ongoing communication to all parts of the value chain is essential.

For intermediaries, the quality and range of products is far more important than brand when assessing providers. Nevertheless, providers should look to appeal to both intermediaries and end customers, by looking to offer a high level of service and wide product portfolio, as well as build up a reputation for trust, leadership and social values.

• Understand the main challenges of branding and how your company can respond.
• Learn from the experiences that other industries have gone through to improve your branding strategy.

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