Tham khảo tài liệu 'tài liệu thương hiệu b2c phần 2', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 6 Being Known or Being One of Many will be driving the branding effort. Brands and brand equity need to be recognized as the strategic assets they really are the basis of competitive advantage and long-term profitability. It is crucial to align brand and business strategy something that can only effectively be done if the brand is monitored and championed closely by the top management of an To appoint a Vice President of Branding someone who is responsible solely for brand management would be an important step. No matter what the actual title this person should be the one person taking the required actions for keeping the brand in line. Strong leaders demonstrate their foresight for the brand make symbolic leadership gestures and are prepared to involve their business in acts of world statesmanship that go beyond the short-run and therefore require the sort of total organizational commitment which only the CEO can lead. Consider Nucor America s largest steel producer today. In 1972 about 5 years after facing bankruptcy F. Kenneth Iverson as President and Samuel Siegel Vice President of Finance renamed their company and announced Nucor sells steel to people who actually care about the quality of the steel . This announcement and all steps that followed propelled the company to the top of its industry. But do brands really pay off Are they worth the effort and time Evaluating and measuring the success of brands and brand management is a rather difficult and controversial subject. Moreover it is not always possible to attribute hard facts and numbers to them which most marketers certainly prefer. As a result there are only a restricted number of research project and analysis dealing with the actual return on investment for brands. Current results by BBDO Consulting Germany highlight the power of branding. To visualize the effect of brands and branding on share price they compared the financial market performance of 23 of the 30 DAX companies. The .
