brandXpress blog

Branding systems, or architectures, can take various forms that emphasize the corporate name and image, de-emphasize the corporate name, create new brands apart from the company brand, or combine these approaches. Here is a list of the most common branding systems:

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Successful global brands achieve a high degree of consistency in visual, verbal, sonic and tactile identity across geographies. They deliver a consistent customer experience worldwide, often supported by an integrated global marketing effort.

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A business needs to stay relevant in a dynamic market in which new categories and sub-categories are emerging, mergers or brand extensions are taking place. Too often a brand finds its market share declining despite retaining strong awareness, image, and even loyalty. Customers are simply no longer buying.

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There are two trends in product branding, which may at first seem disconnected: the focus on product experiences, and the growth of corporate branding.

People increasingly see the product experience as a key driver of the brand relationship. The quality of the product experience is growing in importance after a couple of decades when some companies perhaps lost focus on product performance, particularly in developed markets. If true innovation is defined as product change that provides real solutions to real consumer issues, then it’s not unfair to suggest that some brands ignored this in favour of quick-fix brand extensions which lacked any longer-term impact

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Scott Bedbury, author of A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century has five smart ways to build intelligent brandwidth:

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A great brand is hard to find and even harder to build. It doesn’t matter if your company is Wal-Mart, your own small grocery store or yourself, every one of them want a great brand, one that exemplifies its best qualities and makes every customer want to purchase its products or services

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For those of you that didn’t see the Guy Kawasaki’s post yet titled The art of branding, here is a summary of main rules of branding:

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Discussing about branding and corporate branding we meet a lot of different and sometimes confusing concepts, sometimes similar or sometimes very different, sometimes unanimously similar understood or sometimes generating controversy in terms of meaning. Corporate Philosophy – the business mission and values espoused by the management board (or founder). Corporate Personality – the sum total [...]

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I had some posts on brand extensions here before, and tried to categorize brand extension, but here are some excerpts of another interesting categorization by Mike Bawden of Brand Crafting” The Next Step – An evolutionary brand extension. The Sequel – More than evolutionary, these extensions tend to be a complete re-thinking of existing products [...]

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When re-branding a business or a product or when you set up a new one and have to come up with a brand new name you should find a way to evaluate among different options that might come up in order to choose the best one out of them. Here I just stumble upon and [...]

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