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Six success strategies for building a stronger brand

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  • Cottineau, Julie

Abstract

A strong brand is an entrepreneur's secret weapon. It helps add focus to all business endeavours and get the most of (often limited) resources. Whether an entrepreneur just starting out or a member of an established business who just wants to think and act more entrepreneurially, the six success strategies included in this paper can help leverage your brand smarter and with greater impact to the bottom line. These strategies include working a personal brand, knowing what makes the target tick, standing for something bigger, applying the brand everywhere, being social but not counting friends and adding a fresh twist when innovating new products and services. With examples from iconic brands, such as Virgin, this paper provides rich examples, practical advice and hands-on exercises for stronger and more profitable brand and business building.

Suggested Citation

  • Cottineau, Julie, 2012. "Six success strategies for building a stronger brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 1(3), pages 240-246, October.
    • Handle: RePEc:aza:jbs000:y:2012:v:1:i:3:p:240-246
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    More about this item

    Keywords

    brand strategy; branding; entrepreneurs; brand-building;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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