brandXpress blog

Product branding is a well-known phenomenon in marketing. A brand is a promise to the customer that goes beyond the generic product, the technical and physical attributes. When selling a branded product the company promises that the consumer will achieve special qualities by using the product, different qualities than when using a similar non branded […]

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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 […]

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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 of the […]

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For any company, branding is critically important it reflects and shapes relationships with its stakeholders customers, media, investors. Branding could mean the difference between success and failure. Just found an interesting article from author of author of Asian Brand Strategy: How Asia Builds Strong Brands, Martin Roll presenting 10 crucial steps for succesful […]

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Building strong and lasting relationships with customers and the communities in which the businesses reside as well as with their own employees seems to be (or should be) the focus of many companies.
Just as there are many branding techniques, there are also many different uses for branding. Here are the seven common types of […]

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One of the questions that many companies grapple with is which level of branding they should use. The main choices are:
Corporate branding
Corporate branding is where the corporate name is the brand, and here the products tend to be described more in alpha numeric or letter terms, and not have distinctive brand names. Such is the […]

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