Brand management the case of Verticon Ltd Essay

Brand management the case of Verticon Ltd - Essay Example On the other hand, it has been supported that â€Å"brands often can't justify the time and expense of developing new competencies until they are well behind the opportunity curve; successful licensing offers a way of accelerating new product development and deepening brand relevance† [1]. In other words, in order for branding to bring the necessary results, it has to be appropriately designed and developed taking into account that each particular company has its strengths and weaknesses that can be differentiated from the other firms that operate in the same industrial sector. For this reason, the brand management strategy which is going to be implemented in a particular company has to follow specific rules and, most important, to be adapted to the specific firm’s characteristics trying to promote the positive aspects of the organizational structure. Current paper refers specifically to the development of a brand management strategy for Verticon Ltd, a company that ope rates in the British market and especially in the fashion industry. The above firm operates quite long in the particular market, however the increase of the power of its competitors led the corporate managers to decide the establishment of a brand trying to enforce the firm’s performance and ‘secure’ its position in its market.