Jan Gooding has enjoyed a successful marketing career during which time she has worked with blue chip corporates such as BT, British Gas, Diageo and Unilever and, most latterly, as the Group Brand Director at Aviva. She shares here best practice advice on building a global brand.

There are few people who would debate the financial value of building a brand. However, it is easier said than done. And both the optimum level of investment, and the most effective activity to focus on, are difficult judgments to make. Brand reputation which builds an emotional connection with consumers is particularly useful in supporting margin and retention strategies over the long term. Whereas the promotions and propositions that drive short term sales revenue are effective in acquisition strategy. Somehow these two quite different but complementary forms of marketing activity need to work together.