Write A Two- To Three-Page Double-Spaced Paper That Addresse
Write A Two To Three Page Paper Double Spaced That Addresses The Foll
Write a two to three page paper, double spaced that addresses the following: In an APA formatted (sixth edition) paper, please summarize the following article, which is an assigned reading in this unit (note: please cite and reference per APA standards). Business and Brand Strategy: A Framework for Integration by Henrik Uggla and Daniel Filipsson (search in the Kaplan Online Library) Reference: Uggla, H., and Filipsson, D. (2009). Business and brand strategy: A framework for integration. ICFAI Journal of Business Strategy, 6(2), 27-42. Retrieved from
Paper For Above instruction
This paper provides a comprehensive summary of the article "Business and Brand Strategy: A Framework for Integration" by Henrik Uggla and Daniel Filipsson (2009). The article explores the critical integration of business strategy and brand strategy, emphasizing the importance of aligning these elements to achieve strategic coherence and competitive advantage. The authors propose a framework that facilitates the integration, offering insights into how organizations can systematically connect their strategic and branding initiatives to foster consistency, clarity, and strategic effectiveness.
Uggla and Filipsson (2009) begin by highlighting the growing recognition of branding as a strategic asset in contemporary business environments. They argue that traditional views often treat business strategy and brand strategy as separate functions, which can lead to disjointed organizational efforts, diluted brand equity, and strategic confusion. To remedy this, they introduce a framework designed to integrate these two domains, ensuring that branding is seamlessly embedded within the overall strategic planning process.
The framework presented by the authors is structured around three primary levels: corporate, business unit, and brand level. At each level, the integration process involves defining strategic objectives, aligning stakeholder perceptions, and translating strategic intent into brand identity and communication. The authors emphasize that successful integration requires not only top management commitment but also cross-functional collaboration, ensuring that marketing, strategic planning, and other relevant departments work cohesively.
A key concept introduced in the article is the "strategic fit," which refers to the alignment between a company's core strategy and its branding activities. The authors argue that achieving strategic fit enhances brand coherence, fosters brand loyalty, and ultimately contributes to superior financial performance. They illustrate how misalignment can lead to conflicting messages to stakeholders, weakening brand trust and strategic clarity.
Uggla and Filipsson further delve into practical mechanisms to facilitate integration, such as shared vision and values, integrated planning processes, and continuous feedback loops for monitoring and adjusting strategies. They stress the importance of leadership in championing integration efforts and establishing a culture that values strategic consistency. Additionally, the authors discuss the role of strategic branding in building long-term organizational resilience and adaptability in turbulent markets.
In conclusion, the article underscores that marrying business and brand strategies is essential for creating a unified organizational identity that supports sustained competitive advantage. The proposed framework offers a systematic approach for organizations seeking to synchronize their strategic initiatives with their branding efforts, ultimately leading to better strategic coherence, enhanced stakeholder trust, and improved organizational performance.
References
- Uggla, H., & Filipsson, D. (2009). Business and brand strategy: A framework for integration. ICFAI Journal of Business Strategy, 6(2), 27-42. Retrieved from [library database link]