A company should always consider its entire value chain for its development. Its foundations are its self-concept and its set of values.
An excellent brand has four basic properties:
- It is rooted in the values of the company, has a unique Positioning. It is marked by clarity and presence.
- It bundles the company's peak performances and clearly communicates them to the outside.
- It is communicated in the form of a memorable story that triggers emotional responses.
- It grows from the inside out. It is lived through controlled interaction between provider and consumer along the entire value chain.