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Topic : Top Branding Mistakes
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Brand Strategy versus Business Strategy: Where do you start?

Created by : Arnab Sen, Media Planning, Mudra Communications  | 09 30 2008 09:40:36 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : Start Business Strategy Versus Brand Strategy Objectives Business Goals
Activity:  451 views;  last activity : 07 06 2010 20:18:09 +0000
The business strategy articulates why a company is in business in the first place; the brand strategy articulates how a product or service is experienced in the marketplace. The brand strategy is dependent on the business strategy
  
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The brand strategy drives the business plan Vs Business strategy must comes first
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Identifying a Business means that you have seen an opportunity to enter the domain with a plan. The plan includes a brand / product / service. So when you have an identified area of business, you then plan to set up its objectives and its goals. Where you reach with it in terms of your achievement is where a BRAND enters. Because you need something physical that people can see, believe and then connect to to BUY!!

Business strategy must come first!

After the business goals are set, the brand will be used to drive the mission, the communication and the clear objectives to achieve the ultimate goal! Brand drives the business to fruition once the business is set!
By Makrand Bhave, Marketing & MICE, WIZCRAFT International  04 28 2009 09:21:44 +0000
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Brand cannot/should not be viewed as an isolated element,but a key component of the business model.Business and brand strategy are two sides of the same coin.If two are seen as different things then the business plan will suffer since it does not know what products to produce.and the brand strategy will also not be effective since it is unclear which messages to concentrate on to help position the brand correctly in the mind of the customer.
By Meena Deshmukh, Product/Brand Manager, Videocon Inds  | 04 29 2009 06:45:41 +0000
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In my opinion,, The reality us that many business strategies do not find a customer willing to

Buy  the product or service.Pushing  a product down the throat of the consumer is not rational decision making .only the positioning process can direct the company’s fire fire power to its target .

Thinking otherwise creates waste, which reduces shareholder’s value .Brand strategy must come first
By Arnab Sen, Media Planning, Mudra Communications  | 09 30 2008 09:40:36 +0000
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A business strategy is the 1st step as it is the macro level planning in terms of Identfying the need, want and Demand of the clients be it B2B or B2C scenario.

This is followed by undestanding the customer segment to which one can cater to hence build upon a mutually profiatble relationship.

Then comes the step of targeting the identified customer segment through Brand building process that entails identifying one's strength and potraying the Brand personality , values through mediums that has got maximum impact on the teargeted customer so as to establish an emotional connect and hence have a fan following to be read as satisfied customers who vouch for the Brand.

In nutshell Business Strategy in the universal set while Brand Strategy one of the sub sets of Business Strategy  
By DEVRANJAN DASH, Zonal Marketing Manager, ICICI Bank  | 05 11 2009 10:17:14 +0000
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If its a startup company business strategy comes first. Business strategy results in branding.
By Radhakrishnan Nair, Business Development Manager, VentureSoft Global  | 12 23 2008 13:17:31 +0000
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i totally subscribe to this fact................definig the very basics of the business model is of crucial importance followed by the offering by the organization in terms of products/services. a business model is like a 'book' which comprises brands (products/servises) as its chapter, so the front cover or the title of the book is of utmost importance to attract the investor/customers

 
By amit k sharma, Marketing Manager, future group  | 12 23 2008 12:55:28 +0000
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Business Strategy must come first. The business must clearly identify its objectives and goals and then communicate them both internally and externally so that they can be achieved and delivered. Your brand is your promise of your delivery, be it product or service. It is the values by which you will conduct your business, and it is this that you want to present to your audiences. The brand strategy supports and communicates the business strategy. If the business strategy is clearly defined and the brand strategy clearly determined to support and communicate the product/service and values, shareholder value will not be reduced but increased
By Venugopal K, PR & Media Relations Manager, Ogilvy & Mather  | 09 30 2008 09:44:14 +0000
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hi Arnab, well No Branding Strategy can thrive without a business plan to set its objectives. The  heart of the the business plan to set its objectives .The Heart of the business plan is a valid business model and strong competencies and capabilities that will create value . Business strategy must come first as it most often does
By Arvind Shastry, PR & Media Relations Manager, Ogilvy & Mather  | 09 30 2008 09:43:05 +0000
Argue for "The brand strategy drives the business plan "
Argue for "Business strategy must comes first "
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