Discuss how branding adds value with reference to the cases namely 3M, Essay

Discuss how branding adds value with reference to the cases namely 3M, Singapore Airiness, AMEX, floor show Med, Haagen Daaz - Essay Exampleconcepts were adopted by its management in order to innovate, reorient, strategically position and delimit its then existing strategic branding techniques. An articulate strategy of brand value creation on with a customer loyalty management approach was adopted in the 1980s in retort to competitors threat to its core business, viz. the American render card.Indeed almost 900,000 federal employees use the American Express card to settle bills to the tune of $250 billion annually though the company has had to do everything low its power to avoid being pushed into the red. The 1980s were marked by stiffer competition from its parallel rivals like the visa card, MasterCard and so on. In fact while the total expenditure on credit cards change magnitude from a mere $250 billion in 1985 to $1,000 billion in 1993, the market share of American Expre ss was either stagnant or actually falling.It was around this time that the management of the company realized the coition significance of a strategic shift in its brand management and value creation approaches. joined with a mammoth advertising campaign, the company sought convincingly to introduce innovation, value for money, smartness and classlessness as the new impulsive concepts in a customer-oriented promotion campaign. This strategic shift in companys brand equity policy approach worked to such an extent that soon its rivals began to copy some of its primordial principles (Neal & Strauss, 2008). The loyalty management program of American Express was probably the best strategic tactic that salaried handsome dividends later on.Unlike its rivals, American Express began to innovate with both adverting and loyalty management. For instance its look People advertising slogan appealed to people across class and social barriers because it focused on the dynamic value propositio n. Every individual person who had some success in their business or traffic was chosen to underline and drive home the message