Affiliation:
1. South East Technological University, Carlow, Ireland
2. Lighthouse Corporate Training Services, UK
3. Chinhoyi University of Technology, Zimbabwe
Abstract
Developing a strong brand is critical for long-term success in today's competitive business market. This research investigates the key features and strategies involved in developing a successful brand, and how to maintain it to stay ahead. The study underlines the significance of defining brand identity, comprehending the target audience, and developing a consistent brand message. The importance of providing excellent customer experiences, harnessing social media and digital marketing, and cultivating brand advocacy are highlighted as critical in supporting brands. Looking ahead, the study recommends embracing technology and innovation, prioritising data-driven decision-making, and emphasising sustainability and social responsibility. It emphasises the importance of cultivating an innovative and agile culture, fostering strategic partnerships and collaborations.
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