One of the most critical responsibilities for any senior management team is the creation and management of its organization's brand. Often the first thing that comes into our minds when we think of a 'brand' is a logo and the positioning statement (commonly referred to as a tag line) that a company uses. While these are important components of effective branding, they are only a small part of what is involved in creating a complete brand strategy. The following is an overview of the other branding factors that need to be considered and proactively managed.

Brand as a product.
The performance characteristics and quality attributes of the actual products that you sell are key components in the creation of a strong brand. In an age of product parity understanding the differences between your product and others in the market place is critical to positioning your brand. No amount of advertising and promotion will be able to create and sustain a strong brand if the products themselves are inferior.< - more