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Branding strategy and its potential benefits are vital to overall customer acquisition and customer retention, which eventually leads to a given company’s overall profitability and viability. The selection of branding methods via audio-visual tools or more innovative ways, such as using internet resources, illustrates a certain degree of judgment and competency on the part of responsible decision-makers.

In essence, a branding strategy will rely on advanced research and information processing methodology to determine market segments and target groups, which in turn may assist in increasing the return on investment as well as overall profitability and long-term goal achievements. Yet a certain degree of uncertainty is accompanied by achieving the greatest effectiveness and efficiency.

The differentiation between success and relative failure in planning and executing a branding strategy will depend on many factors, including the product and services, past brand performance, public relations issues, technological and venue selections, and actual product performance. In the current age of globalization and information highway, it is virtually impossible to cap the spread of global or local negative consumer feedback that may greatly impact overall branding strategy. Hence, it is a safe assumption to suggest that branding efforts must certainly be accompanied by rigorous public relations and an accompanying subset of potential damage control.

Additionally, a considerable amount of competitor actions may harm the outcome of a branding strategy, including negative campaigns, flogs, guerilla efforts such as Google Bombing, and the spread of unfounded rumors. Hence, bring a newfound significance to bundling marketing and branding strategies to public relations efforts.

Essentially, a branding strategy is no different than differentiating a particular product from similar competitors; yet a branding strategy may have unintended consequences that have to be considered and properly prepared for utilizing public relations as well as image damage control to avoid long-term negative consequences to overall efforts, effectiveness, and efficiency as well as overall profitability.

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