Affiliation:
1. Swami Vivekananda Institute of Science and Technology, India
2. University of Burdwan, India
Abstract
In this chapter, the authors offer a strategic platform to pinpoint the variables for developing branding strategies. The case elicits the internal and external aspects of a brand. These two aspects are considered to be the starting point of the strategic roadmap to reach success. A detailed discussion on the brand's internal and external aspects has been made with the help of a successful case. However, the authors go beyond the identification of internal and external aspects of brands and suggest a scheme for arriving at branding strategies. Basically, these two aspects of brands have been matched and a four-cell strategic guideline has been developed. The authors call this four-cell strategic guideline C4 strategy matrix, wherein four types of branding strategies (Continuity, Caution, Change, and Correction) are available.