HOW TO CREATE POWERFUL BRANDS - AN INVESTIGATION

Brands are used by people to establish their status and therefore brand management decisions have to be made in the context of market segments, positioning and the competitive environment. An organisation that uses branding effectively is in a powerful position to create consumer loyalty, whether to an individual product or to a range. All of this helps to make a branding very active and strategically important area in marketing. The concerns of this inscription are mostly qualitative in nature. In this paper, bearing in mind recent developments in this field, the benefits of branding, the branding contribution to building business success and branding dimensions models, are discussed.