ABSTRACT
This chapter presents the options selection element of the brand transformation model, a framework to evaluate each brand transformation option against its fit with a firm's objectives, its likely transformative effect, the size of investment required and its ease of implementation. Having analysed a firm's branding performance, identified its strategic issues and developed a series of strategic options, all that remains is to decide which brand transformation option to follow, scoping and arriving at a brand transformation strategy that most practically and feasibly improves a firm's branding performance. The strategic influence of branding, brand value and equity, brand architecture and structure, corporate brand performance, product/service brand performance and effective brand communications. Selecting the most appropriate brand transformation option for a firm involves arriving at a judgement as to which "best fits" the firm at a given point in time, given its particular commercial circumstances, objectives and future direction.
