Strategic brand management can be a source of sustained competitive advantage if executed properly. Unfortunately, how to build a “strong” brand is often discussed yet often misunderstood. Building a “strong” brand requires more than choosing an attractive logo, a cool font, and a good color scheme – it requires an understanding of the role brands play in customers lives and the implications for marketers.
An understanding of the biggest problem facing your customers and why your customers struggle to solve this problem.
An understanding of role brands play in helping your customers solve the biggest problem they have in their life.
An understanding of the real definition of “brand loyalty”.
Ryan White, PhD is an associate professor in the Department of Marketing at Winona State University where he has been a faculty member since 2015. Ryan completed both his BA and his PhD at Michigan State University. His research interests are strategic branding and customer relationship management. His research is published in the Academy of Management Journal, Journal of International Marketing, Journal of Services Marketing, Cornell Hospitality Quarterly, and in the proceedings of the annual conferences for the American Marketing Association and the Academy of Marketing Science. He currently teaches Principles of Marketing, Sports Marketing, Marketing Research, and Small Business Consulting.