1) You get to know yourself better.

2) You increase your visibility and presence

3) You increase your chances of compensation

4) It puts YOU in charge of your environment

5) You have continuity

6) You achieve your goals

7) It is fulfilling

1.   Presentation (basic look/feel) – this is less a true branding exercise, than an attempt to arrive at consistent visual standards. Often, this will involve a logo of some sort, and some graphical/color standards that are designed and enforced in all production (e.g., a stylized T&D with a red and grey scheme).
2.   Message and Presentation – this includes the above, plus the addition of some sort of defining and aspirational message that truly represents the aim of the group.
3.   Identity, Message, and Presentation – this involves a more thoughtful process of seeking to articulate the value, culture, outlook, and goals of the department, now and for the future, and crystallizing this in clear summary statements and messages. In this case, an exercise of “brand-storming” precedes development of messages and presentation element, since those are the outflow of identity definition.

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When an entrepreneur brands his or her product, business or concept, inadvertently the entrepreneur himself often becomes associated with that brand.

Basically the decision is to determine which company relies most on you personally for its brand recognition.
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Band branding appears to know no bounds. The Black Crowes market rolling papers, Bon Jovi offers $1,000 signed canvas art prints and Mötley Crüe peddled Mötley Brüe, a carbonated drink. Celebration Cellars, a California winemaker, teamed up with several rockers, including Bon Jovi, Kiss, Madonna and the Rolling Stones, to issue special-edition wines that feature band logos and sell for $100 or more a bottle.

branding lucre rolling in for those who do choose to indulge, some record labels are pressuring artists to share their promotional and merchandising income as a condition of getting record contracts — so-called 360 deals.

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Here is an interesting list, Michele Schermerhorn President of Online Business Institute Inc. has put together:

1. Know Your Customers Better Than You Know Yourself
2. Understand Your Competitive Environment & Competitors
3. Define Your Brand Personality
4. Make A Brand Promise
5. Define Your Brand Strategy
6. Identify Your Branding Game Plan
7. Be Consistent in Action

Now, the second point is not the most commonly use when setting-up such branding rules lists, but I find it very true and usefull: (more…)

Brand and relationship intangibles: these include trade names, trademarks and trade symbols, domain names, design rights, trade dress, packaging, copyrights over associated colours, smells, sounds, descriptors, logotypes, advertising visuals, and written copy. In addition, associated goodwill (the general predisposition of individuals to do business with one brand rather than another brand) should be included.

Then the article si focusing on several approaces to brand valuation:

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The Top 10 UK brands according to the public looks like this:

1. Microsoft
2. Coca-Cola
3. Google
4. BBC
5. BP
6. British Airways
7. LEGO
8. Guinness
9. Mercedes-Benz
10. Cadbury

Is interesting that the parallel study with media and marketing experts on the independent Superbrands Council disagreed with the public, placing Google in the number one slot. Innovative brand Apple, its sub-brand iPod, car icon Mini and online auctioneers eBay completed the experts’ top five. Only three brands made both top tens, namely Google, the BBC and Coca-Cola. Here is the Expert’s Top 10: (more…)

1. Focus on the Customer
2. Monitor the Competition
3. Own the Brand.
4. Find & Direct Outside Vendors.
5. Create New Ideas.
6. Communicate Internally.
7. Manage a Budget.
8. Understand the ROI.
9. Set the Strategy, Plan the Attack, and Execute.

As per the 3rd point in the list Rob is saying:

The perceptions and feelings formed about an organization, its products / services, and its performance is what is known as its “brand.” The Marketing Department is responsible for creating meaningful messages through words, ideas, images, and names that deliver upon the promises / benefits an organization wishes to make with its customers. Furthermore, the Marketing Department is responsible for ensuring that messages and images are delivered consistently, by every member of the organization.

I cannot agree more with the this, with only one point to add. While it’s true that the marketing department is usually the one that gets the praise or blame for a good/bad branding I believe that both the ownership and message delivery of the branding message / image are the responsibility of the entire organization.

Read detailed list here.

Product extensions, on the other hand, are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke

A successful brand helps a company enter new product categories more easily.
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With toursim as the world’s second largest industry, and countries spending more to promote themselves, their product and their assets, FutureBrand feels it is time to look at countries in a whole new way - as brands. Since I presented here the 2005 Country Brand Index, is time now the 2006 Top 10 (number in brackets are representing last year standings): (more…)