[thelist] BRANDING: what makes up a brand?

Erika Meyer emeyer at lclark.edu
Fri Jul 26 19:50:00 CDT 2002

one characteristic of branding is that it becomes more important as
the market is flooded with similar products...

for example, athletic shoes.

So the idea is you aren't getting a pair of sneakers, you're getting
sexiness, edginess, a whole lifestyle...  that is portrayed by the
companies advertising and style, and if they do it right, when you
see their little logo,  it triggers all the images of the "brand"
lifestyle... its an image, an experience, and yes it goes much deeper
than the colors, the logo.  it all connects together.

(note the web-specific-ness of the article...)

Companies may become aware of the idea of branding when the develop
web sites or other promotional material.  The feel of the web site
should be consistent with the image a company is trying to portray...
so branding is a big deal on the web, and developing a site is a good
time for a company to self-examine their branding strategy.



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