Dr. Carla Enslin: “Long term brand success requires integration at all levels”

u003cpu003eu003cstrongu003eDr. Carla Enslin, National Academic Head, Vega School of Brand Leadership, was one of the speakers at the Brand Magic Summit Mauritius 2016, which was held on April 7. She gives a more detailed insight into the branding industry.u003c/strongu003eu003c/pu003eu003cp style=margin-left:14.0pt;\u003eu003cstrongu003eu003cspan style=color:#ff0000;\u003eBUSINESSMAG. u003c/spanu003eWhat is the importance of branding in the context of an evolving global economy?u003c/strongu003eu003c/pu003eu003cpu003eThe brand represents the businessu0026rsquo;s reason for existing, the purpose it aims to serve. The more open and competitive our market universe, the more important it is to build a clear and compelling brand and business model.u003c/pu003eu003cp style=margin-left:14.0pt;\u003eu003cstrongu003eu003cspan style=color:#ff0000;\u003eBUSINESSMAG. u003c/spanu003eHave companies really grasped the rationale behind its importance?u003c/strongu003eu003c/pu003eu003cpu003eCompanies are beginning to realise the interdependence of brand and business strategy. However, the design and implementation of processes and systems that support purpose driven brand and business modelling need to receive attention.u003c/pu003eu003cp style=margin-left:14.0pt;\u003eu003cstrongu003eu003cspan style=color:#ff0000;\u003eBUSINESSMAG. u003c/spanu003eBranding usually plays on reaching out to the emotional side of customers. Where does one draw the line?u003c/strongu003eu003c/pu003eu003cpu003eA brand cannot afford to manipulate consumer expectation whether on rational or emotional levels. A successful brand delivers on its promise in every decision and action. Strategic brand building instils genuine levels of credibility, trust and loyalty.u003c/pu003eu003cp style=margin-left:14.0pt;\u003eu003cstrongu003eu003cspan style=color:#ff0000;\u003eBUSINESSMAG. u003c/spanu003eHow can companies inculcate long term success in a brand?u003c/strongu003eu003c/pu003eu003cpu003eLong term success requires the integration of brand and business strategy on all levels, from executive decision making and broad based organisational practices to outward points of customer interface. Brand building occurs at every touchpoint u0026ndash; everything a brand and by implication the team that represents it does, influences what people think, feel and believe about it.u003c/pu003eu003cp style=margin-left:14.0pt;\u003eu003cstrongu003eu003cspan style=color:#ff0000;\u003eBUSINESSMAG. u003c/spanu003eWhat is the status of branding in Africa right now? What about the Mauritian market?u003c/strongu003eu003c/pu003eu003cpu003eThe status of a brand is defined by its level of equity u0026ndash; the extent to which it has acquired a footprint and connected meaningfully with people. There are many brands in developing markets that have truly succeeded to connect with people and add value to their lives u0026ndash; from political parties, to person brands, not-for-profit organisations and commercial enterprises. Likewise, there are brands that have eroded their value by making false promises or by manipulating market conditions to own advantage. Whether a developing or developed market, there is no place to hide in a connected world.u003c/pu003eu003cp style=margin-left:14.0pt;\u003eu003cstrongu003eu003cspan style=color:#ff0000;\u003eBUSINESSMAG. u003c/spanu003eWhat were the salient points of your presentation during the Brand Magic Summit 2016? u003c/strongu003eu003c/pu003eu003cpu003eBuilding a meaningful brand: a proposed model for long term success. Brand building is a primary activity involving and defining the entire organisation, right from ideation to the design of business models and the implementation of strategies. The starting point is to implement a cohesive and sustainable brand-business design for the benefit of all stakeholders. This presentation identifies principled brand building indicators in a defined framework for building brands that matter. The aim is to support contemporary brand leaders in navigating purposeful and participative brand and business ecosystems.u003c/pu003e