Speech Summary

SPEECH SUMMARY OF ALEXANDRA POSEN ON BRAND BUILDING
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Speech Summary
Brand building involves several activities. One has to make phone calls to target consumers of the products being designed or developed to inform them about who they are, where they operate, and what product they produce, as well as a description of their business model. This helps the target markets understand the brand and its worth and identity/equity and also enables the brand to be known to the public. The brand building also entails practicing marketing activities and making a plan of how the product will thrive in the market. The brand builder has to make several trials and prototypes to identify the best strategy for building the brand to the market. Further, networking and interacting with different people and organizations, alongside conducting various interviews with marketing specialists can help gain insights into brand building and effective ways of developing a robust and attractive brand. It has also been determined that making available necessary technology, equipment, and materials can help enhance the performance and durability of the brand. For example, the storage equipment should be efficient to ensure that the brand is safe and maintained for its reliability and viability whenever consumers need it.
It is also important to consider relationship building with key players in the selected industry. Healthy relationships with different companies, individuals, and partners will enhance collaborations for improved marketability of the brand.

Besides, the brand building requires capital. The brand builder can arrange for various sources of capital ventures, including negotiation with other businesses for extra income, presenting the brand and its business model to convince them to invest in the brand, and request individuals and well-wishers for their philanthropy. Finally, it is important to consider regular reviews of the performance of the brand building course and identify whether the progress is towards the set targets for understanding what improvements are required to a sustainable brand building.

Bibliography
Ghodeswar, Bhimrao M. “Building brand identity in competitive markets: A conceptual model.” Journal of Product & Brand Management 17, no. 1 (2008): 4-12.
Posen, Alexandra. “Speech on Brand Building.” Speech Recording, (2018): 54 Minutes.