The 7 deadly sins of brand management – and how to avoid them.

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance. Some activity-oriented inputs from Sven Reinecke in the British publications Marketing Magazine and Brand Republic.