Fortification of the Brand

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Fortify means to strengthen. The top management has the responsibility of strengthening its brand. Brands names have longer life spans compared to the products that are sold. It is because products are improved periodically and thus change, but brand names remain the same for years and years.


What are strengths and weaknesses of Brands? They are related to certain brand concepts and principles.

Strong Brand

A strong brand has strong attributes, values and personality that the consumers associate with the brand. A strong brand always delivers the benefits that customers truly desire as per its promise. A strong brand makes use of and coordinates full range of marketing activities to build equity. A strong brand has the right blend of product quality, design, features, costs and prices. A strong brand is properly positioned and occupies a particular niche in consumers minds. A strong brand has  consumers who willingly pay a substantial and consistent premium price for the brand versus a competing product and service.

Brand Relevance
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Berkeley-Haas


Strong Brand
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BiteSize Business School


20 Principles that Drive Brand Success
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What Great Brands Do, Seven Brand Building Principles That Separate the Best from the Rest
Concordia University Irvine
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Fortification is based on the diagnosis of the brand now.

Diagnosis for Your Brand

https://blog.kissmetrics.com/conducting-a-brand-audit/

https://brandascension.com/brand-dna/brand-assessment/

http://www.nielsen.com/cn/en/solutions/capabilities/brand-equity-tracking-and-performance-diagnosis.html

Brand Fortification Strategies

Brand Awareness Related 

What products does the brand represent?

What needs does it satisfy

What benefits does it supply

Brand Image Related

How does the brand makes the product superior?

What strong, favorable and unique associations exist in customers' minds?

Actions by the company

Innovations are required in product design, manufacture and merchandizing.

Relevance in User and Usage Imaginery

In more detail

Consistent marketing support

Continuity in brand meaning

Protecting sources of brand equity

Surplus of Fortification over Leverage to grow Brand Strength

This article is part of #AtoZChallenge 2017 for Blogging Posts. My Theme for the Challenge is Top Management Challenges - Full List of Articles  http://nraomtr.blogspot.com/2016/12/a-to-z-2017-blogging-challenge-top.html