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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 strength rests upon a close correlation between the image the brand creates and the consumer’s reception of that message.
For example, a brand that promotes itself as being inexpensive might be interpreted as being of poor quality instead, if the message is mismanaged.
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Brands and their histories are often intertwined and mythologized to create a brand image.
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...
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 ...
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...
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...
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 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...
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...
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...
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’...
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...
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....
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 ...
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...
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 influence of brands is all around us. This is an in-depth look at Brands and what they do.
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The goal of making a message emotional is to make people care. Feelings inspire people to take action.
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