Branding is all about differentiation. In today's markets where technology parity and to a certain extent commoditization is happening faster, innovations not just in products and services but experiences and delivery are key elements of brand and branding. At HP, brand strategy is an integral part of driving business growth. The portfolio of products and services is driven with a perspective of delivering the brand promise. The communication strategy is also aimed at creating awareness and engagement for the Consumer to experience HP brand at every touch point.
A Brand is a significance of a product to the consumer. And this significance is linked to unfulfilled needs, desires and expressions. A brand is a promise and a branded product is the delivery of that promise to the consumer. Most often, it is an accumulation of tangible and intangible benefits that differentiates brands. Brands are not just about resources and the quantum of investments. All successful brands produce star business results, giving incremental return on investments year-on-year. It is the consistency in delivering the brand promise, every time the consumer or the customer experiences and interacts with the brand that differentiates successful brands.
