Keeping Brands Strong

Keeping brands strong
Great value of corporate name
Google as an example of outstanding brand
Brands damaged by strategic mistakes
How brands cross borders
Challenges and advantages of brands

Corporate brands = Human reputation
But the reputation of the brand can be damaged easily if the company
Reduces the quality of services and products
or
Stretches the brand unwisely.

Google’s success
Google.com was registered in 1997.
What is the secret of its success?
There is no secret:
Google doesn’t put any
display advertisement on its
homepage.

Brands damaged by strategic erros
Levi’s Company decided to produce suits.

Apple moved into audio and visual products.
It saved the brand’s reputation.

What can help brands cross borders?
Globalization
Lowering of trade barriers
Advances in technology

Challenges
Certainly all brands face challenges. What are they?
Challenges can be:
Global: pirating of brand products
Phone, motor, textile companies, film and entertainment companies can’t stop their products being illegally copied

Challenges
Local: generic competition
This kind of challenge is extremely painful for food and pharmaceutical industries

Strong brands mean big advantages
To increase profit
To recruit the best graduates from universities and business schools
To make use of the innovations

Conclusion
In the modern world the reputation of corporate brands is more important than ever before.
It really protects companies from illegal generic competition and global challenges.