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"Do you think that brand vision plays any role in overall brand development?"

aoa all,

share and discuss ur point of views about assigned gdb

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Replies to This Discussion

yes. defenetly it play important role but

how???????

it allows organizations to work for pre-set goals ensuring brand success in future. 

nadia

pre-set goals mean??

& also is it only one function that u explain here?

hmmmm how

mkt624 1st gdb solution 

its just idea

Yes I agreed above the given statement brand vision plays many role in overall brand development. The relation between vision and values is the key to understanding the role of the two in relation to the corporate brand. Values have to be controlled by the vision.
Brand vision brings management to a platform from where they all have to agree what level of growth the brand will generate to fulfill company’s objectives. It is not a function limited to the boundaries of marketing management; it is an objective for total management to agree on one point – brand’s reason for being (why it exists?) and its potential toward profitability.
With the vision in place about your brand’s movement, the next step for you is to take top management into confidence. The top management is extremely interested in the planned brand’s movements as envisioned by you and your department.
If the top management has an overall vision, then the brand vision should automatically fit into that. The brand vision, therefore, is an extension of the overall business vision. It flows out of the latter. Brand vision tells us about a brand’s growth and future direction. It is the most important statement before we undertake the strategic management process. It tells us how our brand is going to help the company achieve its goals – financial and strategic. Before going any further, it is important that we learn how the strategic management process (SMP) works! An understanding of the basics of the process will allow us to easily fit the vision into it and then see how to proceed with every successive strategic step of importance.

The Brand Vision
An understanding of the strategic management process makes it amply clear that a company cannot carve its future path without accounting for its brand(s). Brands lay the foundation for fulfillment of the vision and they also serve as the keystones for sustaining that fulfillment. If brands help the company achieve its strategic and financial goals, then a brand vision must flow out of the company vision. The overall vision must specify the way the management looks at the brand future in the long run.
Brand future refers to
• markets and market segments to be served
• quality improvements to be achieved
• envisioned changes to be met
• investments

Scot Davis makes a statement that not many companies go by the process of having a vision. Such companies are committed to brands but leave much to be desired, he maintains. Subsequently, they keep changing strategies, as desperate moves, from time to time with the result that the brand never gets the desired support. 
• Lack of proper support could be
• Less market investment
• Less manufacturing investment
• Less human resource investment
The net result is that the company cannot fulfill what could have been the right vision and mission, a sure indication that it is not upholding what should have been the right values. You may like to relate this with brand future discussed above and then develop linkages between the two.

more see the lecture #7

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