Once brands know their archetype, they can use those universal qualities in their branding
Bailey, a business leader and brand specialist who advises CEOs on using their brands to drive business growth, and Milligan, an international branding
consultant, identify and challenge 20 common and persistent myths of branding
, such as the ideas that brands are a way of charging customers more for the same product, trust can never be rebuilt, technology is diminishing the power of brands, branding
is only about the logo and advertising, brands don't have financial value, the customer is always right, customers are seeking a personal relationship with a brand, branding
is all about the product, brands are just consumer goods, and there is no such thing as brand loyalty.
Even if you have a substantive media budget but your message is not compelling enough to potential consumers, then media and branding
become an expensive cost item and not a worthy investment.
He started by saying that branding
, among other things, is about 'stories to tell.' It is not entirely just about the graphic representation of an association in the form of a logo.
Our starting point is that the branding
theory is partly impracticable.
Led by the dominant 'branding
nations'--the US, UK and Japan--13 of the 20 Brand Finance Most Valuable Nation Brands from 2014 are among our top 20 list when we rank brands by country of origin.
Let's first define "BRANDING
": Brands facilitate the identification of products, services and businesses as well as differentiate them from competition.
It has been found that strong university branding
communicates the promise of future satisfaction in educational services (Berry, 2000).
trend points to the growing power of Middle Eastern brands on the international stage and the resulting need for branding
to reflect the needs of all markets.
When all employees consistently behave in a way that expresses the business's core beliefs, the company is practicing "people powered branding
In this regard, this measure is challenging to capture one of the definitive goals of successful branding
: the construction as well as the formation of a brand that is unique or distinctive from its competitors.
It draws on expertise in strategy, branding
, market research, visual identity, finance, tax and intellectual property to help clients make the right decisions to maximise brand and business value.
in a Competitive Marketplace by Rajat K Baisya, 1st Edition, Sage Publications India Private Limited, New Delhi, 2013, pages 229, price Rs.
John Parham is president and director of branding
at Parham Santana ( www.parhamsantana.com), The Brand Extension Agency.
* To examine branding
equity's elements and the linkage present between them