Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives a major edge in increasingly competitive markets. A brand is the company’s promise to their customer. A brand tells them what they can expect from the company’s products and services, and it differentiates the company’s offering from the competitors’. In taking the companies to become world-class, this work streams can be a vital element as most Malaysian companies just do not value brands as highly as their western counterparts. For the most part, they do not understand the value in spending massive amounts of money to create positive brand name recognition.
In places like in the United States, branding strategy provides the companies with informed decisions on the design, layout, media planning, communications strategies and enhancement of all their customer touch-points providing a memorable and delightful experience for their customers and subsequently enhancing their brand visibility and sales improvement.