brandXpress blog




Brand Value vs. Brand Recognition

February 11th, 2009 · 4 Comments

Let me share with you how we think about brand. There is a very important difference between brand value and brand recognition. Brand value means something to the end user. Brand recognition, all it means is a bunch of advertising to make people recognize the brand name. At HTC we care about brand value, not brand recognition. Building brand value is like earning respect; you have to earn respect, you cannot buy respect

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Tags: Brand Value

Corporate Branding vs. Product Branding

February 7th, 2006 · No Comments

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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Tags: Corporate Branding

Risk and Rewards for Global Brands

January 19th, 2006 · No Comments

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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Tags: Brand Management · Top Brands