In a growing number of industries, the quality of a company’s brand management is very tightly linked to its market value. In fact, brand management has become a strategic domain that goes beyond the boundaries of traditional marketing and communication. Brand has a close relationship to the overall strategy of the company, through issues such as the company’s ability to differentiate, its growth potential, and the impact of brand on margins. Brands allow companies to sell their products for higher prices, to more easily make their customers loyal, and more rapidly develop new markets, and to be in a negotiating position of force.

The Brand Management Center of Competence brings its expertise and methodology to top executives, to allow them to maximize the value of their brand portfolio. Our skill sets include:

		Definition of brand management strategy, in coordination with a company’s overall strategy, in order to maximize the value of its brand portfolio;
		Brand positioning, choice of its territory, and of its target image, and the definition of its fundamental values;
		Identification of the continuous growth potential and elaboration of the development strategy;
		The search for new opportunities and the launch of new brands;
		Evaluation of the value of the brand, the definition of the actions to undertake in order to maximize this value, definition of licensing policy.
		Alignment of the brand’s past with its promises (products, quality, services, price …) and the image that its clients see.
		Alignment of the brand management with the organizational structure, the values and the culture of the company.