Successful Brand Strategies
Successful Brand Strategies

Summary/Abstract: ‘Brand’ has become one of the most overused and misleading terms in economic discussions. It has become a swear word for the anti-globalization movement and capitalism critics. Consequently, the economic importance of brands is often underrated or, worse, overlooked. The brand and image of a business are vital to its success. Strong brands can generate customer trust, which is particularly important in e-commerce where there are often concerns over privacy and security. There are several branding options. You could use an existing brand name, create a new internet brand name or cobrand with another business. Closely linked to these decisions is the choice of domain name for your website. The paper presents some examples of successful brands in the world, such as: Coca-Cola, Google and others. We use some statistical data from Interbrand site and also their own financial situations. Strongly branded companies are more resistant to economic stress, providing a higher level of predictability of demand and more reliable, stable forecasting. More certainty of revenue and profit allows greater confidence in predicting economic returns. Brands are increasingly treated as any other asset, measured and held accountable for a certain level of return and importantly, producing demonstrable results for shareholders

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