January 14th 2008
Knox (2000) summarizes the potential rewards associated with successful branding.
Knox (2000) summarizes the potential rewards associated with successful branding.
Pickton and Broderick (2001) argue that commodity-type products such as metal tubing or screws, which in the past have been perceived as ‘non-branded‘, should be considered as branded through their packaging, labelling or logos.
Companies are creating brands through the consistent use of names, logos, a form of packaging, colours, shapes, typography, short descriptions or slogans. Branding can be provided through a variety of mechanisms, such as brand names, brand logos, trade names or trade marks.
A brand name is the part of a brand that can be spoken and which includes letters, numbers or symbols, such as Coca-Cola, VW, or Yahoo. This might be different from the legal name of the company; think, for example, of the use of initials such as AA or RAC, or numbers such as 7-Up or 3M, which have created enduring brands. Brand names can be reinforced through the use of a distinctive colour or typography. The classic example is the Coca-Cola brand name, which has a strong visual appeal and is recognized anywhere in the world through the design rather than the words. Coca-Cola is easily identifiable whether the name is written in English, Arabic, Russian or Chinese because the look is always the same. Continue Reading »
