Branding Strategy : Yesterday, Today and Tomorrow

The choice of branding strategy in past, present or future, weather it was, is or will be, corporate dominated, brand dominated or mixed type (corporate in driver seat or corporate name independent brand in a driver seat), and choice depends on how these branding strategy have, and can manage market complexity, competitive pressure, channel dynamics, globalization, acquisition and mergers, helps in aggressive brand extension in related or unrelated category to meet the diverse nature of consumers, to get advantage of social media and internet as well as to minimize the ill effect of negative linkages if any or threats being imposed by society and environment in large. The purpose of this article is to study the past branding strategy pursued by the firm and to suggest the appropriate branding strategy that could offset the impact of complexities imposed by environment in future