STRATEGIC BRAND MANAGEMENT
When someone hears the name of a particular company or sees the business logo, they can become aware of that organization’s doctrine. It’s the company’s image, and what it represents.
The mental concept of that brand gets the consumer enthusiastic about making a purchase. The company becomes the go-to place for these products and services.
Strategic brand management involves constantly sharpening the image while maintaining company standards. Thus, any potential new services and products should be aligned with those standards. To say it another way: A company should refuse to implement products and services that don’t meet its doctrine.