- att aktivt arbeta med bilden av verksamheten

- att utforma ett strategiskt verktyg

Varumärkesarbete innebär att aktivt arbeta med bilden av ett företag, en kommun eller en verksamhet. Målet är att skapa en samlad och entydig bild laddad med positiva associationer – ett löfte till omgivningen. Det handlar om att identifiera och omvandla kärnvärden till unika konkurrensfördelar och att formulera huvudbudskap. Varumärket är ett riktmärke för hela verksamheten. Ett varumärke byggs inte bara med marknadsföring utan formas av vad människor i verksamheten gör och säger och hur de förhåller sig.

Varumärket är ett strategiskt verktyg, inte en skrivbordsprodukt och en snygg logotyp. Det säkerställer de resurser som behövs för att bygga det goda samhället eller det starka företaget. Varumärket ska vara en ledstjärna för organisationen. Det är ett av flera  strategiska verktyg tillsammans med exempelvis budget, affärsplan, marknadsplan och kommunikationsplattform.

Firma Birgitta Melén

  • genomför varumärkesprocesser
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Om företagetFaciliteringVarumärkesarbeteRedaktionellt arbeteKunderKontakt

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