brandXpress blog

Branding is not just a logo or trademark. It incorporates many components that work together to form the destination brand concept. Their management is part of the brand strategy. The value of the brand is described by the term brand equity. Brand positioning and leveraging are branding management approaches. The identity, image, personality, essence or [...]

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Museum of Brands, Packaging and Advertising opens in Notting Hill on Thursday and will take in 200 years of consumer history with displays of thousands of brands and products. The museum would develop into an archive and resource for marketing professionals wanting to understand how today’s companies sold themselves in the past. The top ten [...]

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The recent unveiling of the at&t (sort of) new logo created quite a buzz online and not only. And it doesn’t look to be a very good one as the opininons are spreading from whatever to it sucks. I have to admit I tend to agree with the last. I don’t like it. It’s just [...]

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Interesting article of Al Ries author of Positioning: The Battle for Your Mind and The 22 Immutable Laws of Branding on AdAge.com website (registration required). Starting from recently over-buzzed Atlanta re-branding, Ries is making a extremly good and sustained point about the need and the opportunity of rebranding, changing logos and slogans, or becoming “too [...]

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The brand-developing process centers on the messages the organization sends and the processing of those messages in its employees’psyches. Employee branding is a process by which employees internalize the desired bran dimage and are motivated to project the image to customers and other organizational constituents. The messages employees take in and process influence the extent [...]

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Simon Williams of branding consultancy Sterling Group argues, that in today’s Savvier-than-ever consumers environment, brands have to work that little bit harder and smarter to cut through. To achieve the cut through Simon proposes a new set of marketing rules. Interesting, not enough, but worth to be considered, here is the succinct list: Brands that [...]

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At the moment I blogged something here about destination branding, earlier this month, I have to admit I didn’t know anything about the fact that FutureBrand, a leading global brand consultancy, in conjunction with sister company and leading global public relations firm, Weber Shandwick, were about to release first-of-its-kind global survey that identifies countries as [...]

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Next to the logo, the typeface, the name or the slogan, color is important to the brand recognition. Whether is about the logo itself or it’s about packaging, color is a brand image element to be considered. Basically color can help send out a message about the brand, or make it easier to remember, to [...]

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Creating a new brand name, whether is a new company or a new product line, is an opportunity to take a deep breath, take stock of who you are and where you’re headed, figure out what new things you need to add to the marketing mix, and what baggage you may be ready to leave behi

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While many companies outside of China contemplate the riches to be made, they must be aware of the increasing competition originating from that country into global markets.

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