Strong branding reaches the consumer and provides a mindset for bonding.  Yet as customer preferences change due to economics, product aging, and loyalty disruptions, corporations must insure their brand strategies are nimble, having the ability to grow and provide flexibility with the times.  There is risk to upgrading brand elements, but no one wants to BetaMax in a Blue-ray world.    The primary value drivers impacting branding are listed below:

	Reputation		Human Capital		IP
	Customer Base		Product Integration		GA Efficiency
	Barriers to Entry		Recurring Revenue		Distribution
	Sales & Marketing Efficiency		Gross Margin

Optimizing the Risk-Reward balance within the soul of a corporation's decision making will enable corporations to:

	Utilize technology to deepen customer loyalty and develop a new "closeness" with the customer
	Reinvigorate branding through strategic alignment and consumer-centric distribution
	Develop new stakeholder synergies to prevent channel robbing and create value

branding   corporate development   e-strategy  ip portfolio  product strategy  risk management  

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