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The influence of brands is all around us. This is an in-depth look at Brands and what they do.

by Jane Pavitt


134 reads

Brandscape! - Key Takeaways

  • Brand names influence all aspects of culture, society and daily life.
  • Branding has local and global power.
  • Personalities, products and services are branded.
  • Personal an...


Brand names consume your visual world and affect your daily life with an undeniable power to influence tastes, preferences, ideas and behaviour. Provocative debates continue regarding the global power of the proliferation of branding, including the branding of personalities.

How are bra...

Influence Through Image Control

Critics, historians, sociologists, designers and businesspeople weigh in with studies, observations, reports and commentary that show the pervasive influence branding - and consumer reaction to it - has on your personal, social, cultural and political landscape.

Corporations are now...

In Goods We Trust

Branding is the process of attaching a name and a reputation to something or someone, like a person.

The most recognizable feature of a brand is a name, logo, symbol or trademark that denotes a product’s origin. A person, corporation or institution will own the rights to a brand name that i...

The Nature Of Image Creation

But a brand is far more than a name or product. 

The brand also encompasses all of the associations that the name has for consumers. The brand image or brand value results from the so-called dialogue that takes place between producer or brand owner and the consumer or user.

A brand’s ...

All In The Family

A brand can be the name of a company or product owner and of a particular product or product range. A family of branded products, owned by the same company, may share certain features of their brand image, while each product still has a distinct market character. Yet, despite that individual char...

Becoming The Market Standard By Ubiquity

  • Brands are like chess pieces - the moves we make with them are an indication of our relationship with others.
  • The single most important role for brands within an organization is their ability to spawn loyalty; this is akin to a long-term relationship between brand and consumer.

The Value Of The Brand

Brand value is established over time and is the product of a company’s successful nurturing of its relationship with the brand’s consumers. Branding requires investment, marketing and corporate tending. The most recognizable brands maintain their positions by establishing loyalty and by becoming ...

The Fragility

Brands and their histories are often intertwined and mythologized to create a brand image.

  • For example, Coca-Cola and Levi’s both exemplify the ideal of American individualism.
  • Levi’s has successfully used the image of the American cowboy or rock’n’roll hero in generations of a...

The Power Of Identity

Among all the promises that brands make to consumers, the ’signature’ of the designer is seen as a particular mark of distinction.

A number of familiar companies have promoted themselves as "the brands that built America." The mid-20th century growth of national networks for distributing U....

We Live In Brandscapes

Brands are now so much a part of the environment that they can go almost unnoticed. Because of their proliferation, you rarely question their nature and function. They are simply present, a part of life. This is a powerful testament to the power and prevalence of branding. If you want more eviden...

People Are Brands

Celebrities from sports stars to opera singers are routinely packaged and managed as brands. Political parties and even politicians talk of being "re-branded." People even give brands to other people and to things in their daily personal lives. Consider a woman who chooses to date a man because s...

Forgetting Coke!

So strong is brand psychology that if Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. But, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business, or would become...

The Basic Utility Of Brands

The primary reason why brands exist is economic. Brand names and other trademarks are still used to identify a supplier’s products or services, distinguishing them from those of its competitors. This, at the very least, makes life simpler and less risky for the consumer.

A Homely Image

Brand images can take many forms. McDonald’s main brand image is simply its restaurants and their food. A successful advertising campaign can add images to the brand’s image by featuring them in commercials and ads. The values of those images are then equated in the consumer’s mind with McDonald’...


Counterfeits are inferior products that illegally use another company’s well-established logo, packaging and reputation to try to fool consumers into believing their product is the real brand. Many people knowingly buy counterfeits, also called fakes or knock-offs.

Supply and demand keep th...

The Choice Is Yours

Brands have an impact on people, but people can also have an impact on brands. When people chose not to buy a product, enter a store or read an ad, they are still responding to the marketing efforts of organizations, in this case, by rejecting them.

People really have more than two choices ...

Busting The Ads: Consumer Proactivity

Consumer passivity is transforming into greater degrees of consumer proactivity, creating a new dynamic that companies are trying to figure out how to handle. In this way, consumers exert a power that has been dormant except in isolated instances of boycotting, which is only one tool in t...

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