Abstract :
The brands which are positioned in tangible layer of extended products must be carefully created, developed and managed. Building a successful brand, whether for an EN or an extended product, requires strategic planning and a major investment. The Business Developers in EEs and the Opportunity Brokers and Support Institution Assistance Providers in NEs should have special brand managers to make their major brand strategic decisions like Brand positioning, Brand name selection, and Brand development. Key elements of branding strategies are brand equity, building strong brands and managing brands. Enterprise networks´ sponsorship options are enterprise network´s brand, B2B brand, licensing by TEs and EEs, cobranding between ENs. They need to periodically audit their brands´ strengths and weaknesses.
