Topic sentence:

There seem to be three main factors that can contribute to a brand’s success: image, how this image is communicated to the customers and strategy.

Brand image:

7 of top 10 brands are technology companies

Also big names like Steve Jobs seem to attract followers (Gapper, 2010)

To be successful brands need to have high levels of awareness and recognition, through product, design or visual identity, but also need a set of appealing ideas and a clear identity in order to allow customers to differentiate from other brands (Cleaver, 2010)

• Strong brand awareness, exposure and recognition = brand preference and brand loyalty BUT ‘brand blindness’ means developing need for attitude branding and personality branding to make psychological and emotional connections to customers (Corballis and Jennings, 2009)

Communicating that image:

• Strong brand awareness, exposure and recognition = brand preference and brand loyalty BUT ‘brand blindness’ means developing need for attitude branding and personality branding to make psychological and emotional connections to customers (Corballis and Jennings, 2009)

• Identify core values: who you are, what do you stand for and how to communicate this (Jobs, N.D)

Strategy:

• Two approaches possible: same product and marketing everywhere or adapt products to local markets (Hollensen, 2011)

• Brands need to go to their customers. Anticipate their customers’ needs and wants. Invest early in new markets (Friedmann, N.D.)

• Online strategies: need to develop dynamic and interactive online presence: clear strategy of how to communicate with customers in a two-way communication (Rowley, 2009)

• International experience and local market knowledge + strategic posture to standardization and adaptation + major impact on success or failure (Yu, 2012)

Concluding sentence: