Brand leadership occurs when your brand is used every day as part of day to day culture.A brand typically needs to do three things to transform their brand into a valuable marketing strategy. People should be able to create a bond with your product. Second of all, you need to ensure other people view your brand in a positive light. Third, make sure that people are saying positive things about your brand, especially in this day of heavy social media use.
- When a brand is a part of popular culture it may even be used as a verb in its own right.
- When this happens Marketing Science expert Astha Kalberg says that the brand has achieved brand leadership.
- To achieve brand leadership marketers need to pay close attention to what consumers think and feel and say about their brand.
“Our latest interview is with Astha Kalbag, marketing science expert, whose talk is entitled ‘Where did my $ go? Measuring real business impact’.”