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Chapter III Managing the International Brand 1. Brand Planning 2. Levels of Branding Decision and Branding Strategies 3. Brand Consolidation 3.1. Brand Planning Corporate Strategy and Brands Strong brands are already central to the survival of some companies and are becoming so for others - whether they realize it or not. Branding must be at the center of the board's corporate strategy. Observation suggests that this is true for only a few companies, not many of them seeing branding as a board- level concern. There are still too many short- sighted decisions being made that weaken brands. The top management must agree : * The branding model they are using * The brand architecture for the company * The definition of brand essence for each brand The model must be defined and communicated throughout the company as a basic standard, otherwise there is no chance of widespread common understanding The architecture is the framework in which each brand fits. Decisions at corporate level...

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