Brand Champions of Tomorrow: Degree branding: Above, Below and Beyond Branding

Jason Nomikos

This article describes '360 degree branding' - a process that targets every internal and external stakeholder/constituency, and is thoroughly integrated into the company's overall business strategy.

Brand Champions of Tomorrow

Degree Branding: Above, Below and Beyond Branding

Jason Nomikos

Over the course of three decades, Jack Welch transformed a sleeping GE into one of the worlds most powerful brands by following a simple, yet profound strategic principle – 'If you don't have a competitive advantage, don't compete'. Yet, in today's marketplace, opportunities for true competitive advantage are becoming rare, and companies can no longer rely on economies of scale or R&D-led USPs for success. Product lifecycles are shortening, new product innovations are instantly being copied or surpassed and intellectual property rights are becoming more difficult to...

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