B.U.I.L.D. A Great Brand

Powerful brands are built, not born. A quick perusal of global marketing consultancy Interbrand’s fifth annual ranking of the world’s top 100 brands clearly demonstrates this fact. For medium sized business who don’t have huge resources for a big campaign, they can simply use the : B.U.I.L.D. concept
B =Big:The best brands are big – and I don’t mean in resources. Rather, they take up a lot of “head space” by making an impact. When you encounter a big brand, you immediately know what it stands for.
U = Unrelenting: Large companies achieve consistency by operating “as a single [brand] everywhere in the world.” For example, the bank HSBC communicates the same effective message everywhere it operates: “The world’s local bank.”
I = Intelligence: One example of an intelligent brand is Coke, which Interbrand ranked number-one in overall brand value. Smaller organizations can practice intelligent branding by exploiting new trends in how people consume information.
L = Love :Customers appreciate and reward brands that care about the product or service they produce. Much has been made of Apple’s canny use of MP3 technology to establish itself as a global leader in on-line music.
D = Daring :Top-flight brands have to be daring — within reason. If aligned with an organization’s overall goals, risk-taking can be very beneficial.

Http://www.envisionsolutionsnow.com