Whether the economy is troubled or prosperous, companies have an imperative to protect and nurture their brands—but this is a complicated task. Managers examining the role of branding today face some important questions:
What are the key principles and organizational capabilities needed to build a successful, compelling, and valuable brand—one that truly resonates with customers?
What attributes of our brand enable us to build positioning different from our competitors’ in the long run?
What is the best approach to building, defining, and managing a cohesive brand architecture across multiple brands?
BCG’s experts work with clients to develop branding strategies that combine deep customer insights with rigorous business analytics. Our experience includes extensive work in consumer goods, retail, financial services, travel, industrial goods, automotive, and energy. Read More