Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview

20
Conclusions and summary

SUMMARIZING
The purpose of this book is to explain the concept of customized branding and the brand marketing and business advantages it offers. The rationale is that a customized brand is a stronger brand. So, what is a strong brand? A strong brand is one that:
a. a is top of mind and is number one in the category – first choice;
b. outperforms competition in the minds of the customers – so customers stay;
c. outperforms competition in the minds of the public – so new customers will come and existing ones will feel comfortable about staying;
d. is differentiated to competition – no brand confusion and a distinct reason for being chosen; and
e. makes money for the company and makes staff proud.

A customized brand will fulfil these requirements because it will be more relevant, more appealing and better tailored to the needs of the individual than mass-market average brands.

From a customized brand point of view, this book falls into the self-selection category. A wide range from which the reader can self-select the most important ideas. The choice will differ depending on circumstances such as company position, market sector, experience and personal interests.

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