A well managed brand can be both an economically pivotal and focal asset of a business and the ultimate expression of substance by embodying the character, qualities and motives of a firm. Brands build allegiance in customers and provide companies with an established place in competitive environments. Established brands transcend international boundaries and cultures, generate trade and advance the development of a borderless world.
Brands drive business and are the engines of performance providing companies with measurable income expectations which enable long-term planning, strategy development, financial planning, investment plans and advance shareholder wealth, which in turn creates stock market price stability and increases company value. Customer focused brand strategies create a tangible relationship with the consumer through the product experience in a way that no other customer engagement can do. However, brand management is not just another job for the marketing department to do - It requires a whole company dedication because brands reach into the far corners of every firm and require a coherent and all discipline support.
A company's dedication to its brand has a homogenising effect on its management and focuses and binds people with a commonality of purpose and motivation. Brands require nurturing and good housekeeping and a frequent review of sustained market posture, quality, achievement, and positioning needs to be undertaken. XETA provides a brand and market audit consultancy service on an ongoing basis to several major multinational companies to determine the appropriateness and projected performance of their prime asset. This work goes beyond the normal parameters of a market research project and involves complex insight into competitiveness, external effects on buyer behaviour, and changing consumer patterns as particularly affecting the brand.
XETA has conducted brand audit projects in a wide range of consumer and industrial product industries and in both developed and developing countries. Our expertise in marketing strategy and analysis are brought together to provide our clients with a rigorous and independent review of the sustainability, prospects and development of their major asset.
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