6 Management Strategies To Maintain Brand Leadership Every one of you business owners I know has worked hard to build your brand, and recognizes the critical value of instant brand recognition and leadership. You have done everything to register your brand legally , including domains, copyrights, patents, and trademarks. Yet, as an outside advisor, I often see slippage over time on protecting your brand , which can be costly. The specifics of these shortcomings are hard to nail down, but I was impressed with the good summary provided in a new book, Make It, Dont Fake It , by Sabrina Horn. She is a widely acclaimed C-suite advisor, speaker, and founder of HORN Strategy, LLC. I add my insights here to her top six key strategies for keeping your brand authentic and above reproach: Avoid changes that may compromise quality or image. We all strive to reduce costs and improve efficiency, but the ultimate test is the potential to erode values, culture, and brand image. Every change has possible downsides, and it your responsibility to quantify and balance these against benefits.