New Age Branding and the strongPublic Sectorstrong.pdfVIP

Knowledge January 2010 | 71 Solutions New-Age Branding and the Public Sector By Olivier Serrat Background Branding is a The core concept in marketing1 has always been that of means to identify transaction, whereby an exchange of values takes place. a company’s However, in parallel with changes in cultures, lifestyles, and products or services, technologies, the emphasis in marketing has shifted from differentiate them individual transactions: the new focus is on establishing from those of others, long-term relationships. and create and Marketing and branding are inextricably linked. To meet maintain an image demand and facilitate transaction, the objectives that a good brand achieves are to deliver the message clearly, confirm that encourages credibility, connect emotionally to the targeted prospects, confidence among motivate the end users, and concretize user loyalty. clients, audiences, Having a strong brand is invaluable as competition intensifies. Brand management— and partners. Until that is, the art of creating and maintaining a brand—now requires that the whole organization the mid-1990s, brand support its brand with integrated marketing. The stronger the brand, the greater the loyalty management—based of end users is. The stronger the brand, the more flexible an organization is.