Corporations must be very concerned with branding and advertising practices that attract customers, retain them, or run them away. Therefore, vigilant efforts must be made to market product brands to positively distinguish them from those of competitors. With effective branding and advertising, corporate profitability could be positively impacted.

Relevant advertising should be carried out, with appropriate lures. These lures certainly must appeal to customer tastes and interests. While trendy advertising might be appropriate with some products and services, marketing pros recommend more refined techniques. Toward these ends, advertisements are to be tweaked over time for consistency regarding product brands and services offered.

1. FUJITSU (IT): “The possibilities are infinite”

2. Charles Schwab: “Talk to Chuck”

3. Claflin University: “Where a Rich Heritage Meets an Exciting Future”

4. Tyson Tire Service: “You ride on our reputation”

5. H&R Block: “Maximum refund guaranteed or it’s FREE”

Some products and services do not have recognized competitors. But competitors will emerge, and they will seek to alter market shares. Market data show that iPod, iPod Nano and iTunes 7 software are marketable and bankable products. Nevertheless, Apple must continue to make improvements to maintain customer satisfaction and product dominance.

In 2007, Toyota Corp. will bring its Lexus LS 460 automobile to dealerships. This automobile parks itself, with the driver playing a small role in the process. Look for creative advertising and marketing to customers with an interest in this unique automobile.

In July 2004, Fast Company detailed Starbucks as taking a collaborative initiative with customer service in addition to the sale of coffee. While coffee is served to its discriminating customers, its expanded menu offerings (in select markets) include individual music-listening stations with CD-burning capabilities.

Here are six suggestions designed to assist corporations (and smaller companies) in maintaining dominance in desired areas of operation:

1. Relate to targeted markets. Go aggressively after them and protect market interests.

2. Make periodic assessments of market conditions. Businesses must constantly mine market-related data to improve the products being promoted.

3. Study competitors to determine what promotes their successes or failures. Emulate corporate successes and minimize failures.

4. Maintain a focused commitment to customer service. Satisfied customers are assets.

5. Use technology to boost business operations: Web sites, fliers, online purchases, etc.

6. Demonstrate the use of savvy business and advertising practices, detailing how the corporation is better than its competitors. Let this be widely known!

Corporate branding and advertising must be taken seriously by small and large businesses alike. Invest what is necessary to achieve predetermined goals and objectives. These are among the reasons the businesses were founded.

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