brandXpress blog

Branding isn’t just one aspect of your marketing campaign. It is the combination of everything your business stands for. Branding is not created with a single, stand-alone event — rather it is created over time through a series of strategically thought-out actions.

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Janice Spark in bizcommunity.com has five valuable lessons for brands entering new markets:
1. Value must be the core of the brand
New players seeking to gain market share in an established industry can generally expect to be met by a public with a mixture of hope and resigned cynicism. While some potential customers will display a [...]

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From Lilian Wong’s Brand Think: a guide to branding:
Brands are undeniably pervasive in our lives. Besides the consumer brands that we use daily, there is subconsciuous awareness of how the way our lives chart out, had something to do with the brands we were associated with. I am talking about brands we choose for education, [...]

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The Interbrand survey focuses on brands that are ‘global’ – in their words, global brands are ‘available in many countries and, though they may differ from country to country, the localized versions have a common goal and a similar identity.’
Although it can be extremely successful, this is not always the best strategy to adopt. A [...]

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Washington Post on brands and power:
Not long ago, the value of a company consisted largely of its “book value”: physical assets such as factories and equipment plus money in the bank. But today book value accounts for only about a third of the stock market capitalization of the top 150 U.S. companies, down from three-quarters [...]

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From the NYTimes on new & young branding and brands:
It is really a process of attaching an idea to a product. Decades ago that idea might have been strictly utilitarian: trustworthy, effective, a bargain. Over time, the ideas attached to products have become more elaborate, ambitious and even emotional. This is why, [...]

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Between the old concept of brand awareness and the new concept of Emotional Branding, a dialogue must take place that involves this changing of consumer reality in the decision process and brings a dimension of personalized relationship into the equation.
Here is a list of 10 very important rules of emotional branding from the interesting Mark [...]

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Addressing a press conference in Chennai on Monday, marketing guru Phillip Kotler, author of Marketing Management (12th Edition) (Marketing Management) and Principles of Marketing (11th Edition) (Principles of Marketing) expressed its opinion on the growing importance of branding in today’s world of Internet and media explosion.
Branding is critical for creating trust in the minds of [...]

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A big brand is a brand that customers trust and believe in. When consumers don’t trust a brand they do not buy or consume it. One of the biggest reasons for people buying a brand repeatedly is the credibility the brand has among the consumers.
In brand building, credibility is vital to the success of any [...]

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Call it m-branding: the use of the mobile channel to create differentiation and build brand affinity as never before possible. When used correctly, it has five key advantages over virtually every other medium:
Immediacy
Consumers can use their cell phones to interact with brand promotions right at the point of impression. This usually involves entering a four- [...]

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