We have seen that the branding process consists of discovering the uniqueness of a brand, which must then be taken over and reflected by each brand vector (product, communication, behavior and environment). And we have also seen that, in each brand construction, vectors are given a certain share of the investment (money, management).
And as the brand acts as a management tool for the business, we can easily imagine how the business influences a brand that is not built on solid foundations nor run efficiently.
Among the most common challenges that we have encountered throughout our experience, faced by a business in the Romanian market, are:
1. Devaluation of the product or service because the market does not understand what it has better to offer. In brand terms, that reflects the lack of a unique brand idea.
2. Lack of differentiation that leads to a blurred image within a business category.
It is the result of not assuming the central idea of the brand and its consistent and coherent communication.
3. The association of business with an outdated image, “from the communist period”. To a good extent, this situation is the result of management behavior, not adapted to the requirements of a competitive market.
4th. Deposition of the company brand, due to the lack of investment in its management.
5. The existence of conflicting perceptions towards the organization (people) behind the brand, due to a culture that is not adapted to the vision and aspirations of the business.
Here are some examples of projectsof ours that started from business challenges, for which the branding process was part of the solution.