A Case-Based Identification of Internal and External Issues for Branding Strategies

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. Abu Sayeed Mondal Swami Vivekananda Institute of Science and Technology, India Dilip Roy University of Burdwan, India Case-Based Identification of Internal and External Issues for Branding Strategies