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A Case-Based Identification of Internal and External Issues for Branding Strategies

Abu Sayeed Mondal (Swami Vivekananda Institute of Science and Technology, India) and Dilip Roy (University of Burdwan, India)

EISBN13: 9781466684164|DOI: 10.4018/978-1-4666-7393-9.ch001

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Abstract

In this chapter, the authors offer a strategic platform to pinpoint the variables for developing branding strategies. The case elicits the internal and external aspects of a brand. These two aspects are considered to be the starting point of the strategic roadmap to reach success. A detailed discussion on the brand's internal and external aspects has been made with the help of a successful case. However, the authors go beyond the identification of internal and external aspects of brands and suggest a scheme for arriving at branding strategies. Basically, these two aspects of brands have been matched and a four-cell strategic guideline has been developed. The authors call this four-cell strategic guideline C4 strategy matrix, wherein four types of branding strategies (Continuity, Caution, Change, and Correction) are available.

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A Case-Based Identification of Internal and External Issues for Branding Strategies

Abstract