Major branding decisions and strategies

Without having a strong brand-building, many leading companies may not survive and many developing companies may never emerge to global prominence. There is a significant opportunity for businesses to gain market standing, tap into emerging customer needs, create distinct positioning, locate and capture new niches and build strong and lasting image which requires the companies to create and build strong brands, which not only have the capability and potential to gain leadership positions in one's home country but also have the ability to expand, diversify and become global brands. Thus, branding has emerged as a major management decision which can ensure its sustainability in this growing competitive world. The research is based on the information collected from various secondary sources. The paper tries to explain the major branding decisions along with the real life examples. In order to build strong brands, brand positioning, brand name, brand sponsorship and brand development have to be in line with each other.