Know-How Exchange : Student Questions

I'm not really sure what you mean by the "constitutional elements" of branding.

A brand is the sum total of what people think about it. It's a promise that the marketer makes ... a promise that the product or service will deliver a consistent benefit, time after time, the same way, with the same interface and offering.

Strong brands keep their promise, offer a benefit that people find valuable, and engender trust on the part of their target audience. Brands that are not clear about what they promise, or that don't always deliver on their promise, are weak ... and they usually don't last very long.

The "elements" of a brand are all the things it is and means to people. If it has an appealing package, that's part of the brand. If it doesn't, that's part of the brand. So is the price, and the advertising, and where it's sold, and what kind of after-sale service and support comes with it.

Now, what was the question?

core competency is a critical issue for an organisation to compete and achieve advantages against its competitors, whereby it creates an specialized area for the organisation that can be either tangible or intangible, knowledge, experience or skills of employees, capabilities of the management (and any internal activities of the Org) that allowing the organisations to distinguish themselves with others. And this can be apply on Branding, by creating an image, or perceptions into the customers' mindset, based on its customer service, reliability of the products and etc.

For example, Swatch company employed many designer, and it successfully design and produce stylish watches, it creates new designs according to the seasons, and not suprisingly popular among teens. (core competency - designing watches)

hope my explaination helps... correct me if i'm wrong. Thanks!

-k33vin-

hi manas

i dont think there is any formula to make a brand a "cult brand".

a brand is a promise to consumers on delivering certain benefits against that of competitors. while doing so the brand connects with the consumer. the stronger the connection the more consumer-focused the brand is and the more loyal the consumers are.

i suggest you to read The Brand Leadership by David A Aaker. most of the leading brands today are actually, in your language, Cult Brands.

cheers!!