In an increasingly competitive world, brand building needs creativity, imagination and well planned marketing programmes - deployed within a strategic framework that focuses all effort to maximum effect.
Kevin Lane Keller (One of the worlds most respected marketing authorities) sets out his 3 interlinked models for strategic brand planning to:
1. Establish a unique brand positioning
2. Create intense and actively loyal relationships with your customers
3. Better understand the financial impact of marketing expenditure and investment
