All those names – competing for attention and brain share – keep piling up into a considerable number. Some authors claim that about 10,000 new brands are created every day. Whatever the right number is, it’s a disproportionately high population compared with the tiny number of great brands. The management of most companies tends to [...]

Continue reading " How To Identify A Great Brand "

Marketing and its sister branding are too important to be left to marketers alone. In a corporation, it is everybody’s business to be cost-conscious as well as customer-driven. In fact, it is the purpose of brand management to transform a company into a customer-centric organization to the point where the traditional walls that separate functions [...]

Continue reading " How Can Non-marketers Contribute to Branding? "

It takes as much time to build a brand as it takes a person to build a reputation. The difficulty is not as much to perfect a strategy as to be focused, differentiated, and consistent everywhere, every time. Will it take one, five, ten or over twenty years? That essentially depends on the memory and [...]

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The concept of branding applies to any individual, organization, product, or service, as long as there is a transaction between human beings. Branding relies on fundamental principles of psycho-sociology – essentially the way our memory processes, stores, and recalls information. Not to actively manage one’s brand name is therefore the equivalent of putting one’s head [...]

Continue reading " Does Branding Apply to Us? "

Naming is a subset of branding. Any combination of sounds, or phonemes, can compose a name, and perhaps be unique enough as to identify a product or service without ambiguity. But that is not enough to make it a brand.
For internal purposes, engineers or designers often use code names to identify their projects, such as [...]

Continue reading " Is Branding Different from Naming? "

Branding is the foundation of marketing and is inseparable from business strategy. It is therefore more than putting a label on a fancy product. Nowadays, a corporation, law firm, country, university, museum, hospital, celebrity, and even you in your career can be considered as a brand.
As such, a brand is a combination of attributes, communicated [...]

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