Branding is One of a Company's Most Important Assets

摘要

Branding is one of a company's most important assets. It's the place where corporate mission, identity and capabilities intersect, and the ability to get a brand "right" with customers can have enormous implications for the bottom line. Environmentally-aware plastics manufacturers must develop strong and versatile brands - ones that resonate in the marketplace and the environmental arena - to help differentiate their products from the competition and foster loyalty among employees and customers. Through a comprehensive brand reevaluation and implementation program, Michigan-based Cascade Engineering has strengthened its image as an innovator in plastics manufacturing. Smart branding has also helped Cascade Engineering to operate more effectively in today's challenging auto supply sector. This paper will offer useful insights into how developing a strong brand can improve a company's performance in nearly every facet of operations.