ABSTRACT
Industries change, markets develop, competitors emerge and new and different communication channels are used. In the medium term, if a firm does not adjust, its branding strategically drifts and performance reduces. The strategic issues refer to what needs to be considered and done by the firm, clustering into a series of strategic options. When analysing the template to identify the issues fased by a firm, and clustering them into a series of strategic options, it is advisable to work from leftto right, starting at the strategic influence of branding and moving across the template, finishing with the effectiveness of the brand communications platform. Some firms consider brands have a singular purpose, the communication of its products or services to markets and consumers. In other words, branding is a key component of marketing communications. Specific and important product and service messages may be ignored in favour of more generic corporate branding based messages.
