branding (3)

8673855276?profile=RESIZE_400xMarketing, these days, is shifting towards developing great ideas and creating customer experiences that consumers discuss further in their circle.  The focus of the marketing effort is on building a brand image.  To supplement this organizations need to develop a culture that lives the brand.

Top brands have been built by communicating their message to the most loyal customers who then shout it out to their friends and a chain starts making the brand a known name.  Leading brands, today, strive

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8219693462?profile=originalEnterprises worldwide face problems selecting, staffing, developing, compensating, motivating, and sustaining their key talent.  Building a sustainable Talent pipeline is quite strenuous even for large multinationals.

Replicating best practices from somewhere and applying them alone isn’t sufficient for organizations to build a Talent pipeline and achieve Competitive Advantage.  This warrants overcoming arduous challenges associated with this digital age, including:

  • Adjusting to varying dynamics i
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Based on research with almost 200,000 consumers in 40 countries, the ad agency Young & Rubicam developed a Brand Value framework called the Brand Asset Valuator (BAV).  BAV is based on one of the most extensive research programs on branding ever conducted.

Here is the essence of BAV.  Brand Value can be measured by applying understanding and analysis to 4 pillars:

  1. Differentiation,
  2. Relevance,
  3. Esteem, and
  4. Knowledge.

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As a brand forms and grows, it develops strengths across these 4 pillars, typically in t

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