9 objectives reduced to one It has been suggested that a brand has nine broad objectives: Identity Recognition Awareness Engagement Advocates Equity Share Margins Loyalty I would argue that the first 5 of these objectives simply serve the achievement of the last four. As such, it might be argued that a brand has just four […]

9 objectives reduced to one It has been suggested that a brand has nine broad objectives: Identity Recognition Awareness Engagement Advocates Equity Share Margins Loyalty I would argue that the first 5 of these objectives simply serve the achievement of the last four. As such, it might be argued that a brand has just four ultimate objectives: Build equity in the brand and, therefore, the business Facilitate an increase in market share and, therefore, sales Boost margins by increasing the perceived value of a product Create a loyalty that drives the lifetime value of each customer The ‘brand-culture continuum’ is a model for demonstrating the inextricable link between brand and culture. It has but one objective: To create the culture that will bring the optimum brand to life in a way that will build equity, facilitate market share, boost margins, and create the loyalty that is required to maximise the…