Strategic Brand Agility
From David Aacker.
In these dynamic times, customers change, trends disrupt strategies, technologies transform the competitive context, and new subcategories emerge. As a result, there is a pressing need to be agile; to have the ability to adjust the offering, the core brand position, the value proposition, and customer relationship.
Strategic brand agility does not mean to change the brand or its presentation to satisfy a manager who is bored with the current brand strategy and wants to put his or her mark on the brand. Nor does it mean a misguided effort based on the assumption that a brand deficiency is holding back growth when actually the brand is not the problem in the first place.
What then is strategic brand agility?
A strategically brand agile firm is one that can detect and respond quickly and strategically to significant changes in the marketplace. Such firms need to have four assets or capabilities – (1) flexible brand strategy, (2) market sensing processes, (3) the ability to identify and frame strategic issues, and (4) accelerated brand strategy response capability.
A découvrir aussi
- Brand associations and cobranding: 22 examples
- Brand association: the example of Harrod's and Aston MArtin.
- Relentlessly Relevant Brands: The Role Models