The Five Dominant Models of Branding

The latest thinking in the field of branding (which first began to emerge as a true field of study back in the early ‘50s) identifies five branding strategies that reign supreme in today’s corporate world. Although each strategy can be successfully employed by companies offering very different products and services, they all seem to work best within fairly narrow parameters that pertain to the industry, product or service and market being served.

Dell: A Brand in Flux?

For years, Dell has enjoyed one of the strongest brands on the market. Lately, however, the giant PC maker has been taking some real heat in a number of blogs and consumer affair sites.

Bubble Wrap Branding

I'm always seeking fun and creative ways to market my clients, and myself so I just couldn't overlook this opportunity. Chase’s Calendar of Events has chosen January 30 as this year’s day when Americans should stop and appreciate the uniqueness and versatility of Bubble Wrap.

Creating the Brand YOU

Branding. We’ve all heard the word. But what does it really mean for professional service providers. Whether you are a doctor, consultant, business coach or financial planner, YOU are the brand. Do you really understand how important YOUR brand is to your marketing strategy and business?

Lessons I Learned From A Ground Hog

The lowly groundhog, often called a woodchuck, is the only mammal to have a day named in his honor. The groundhog's day is February 2. Granted, it’s not a federal holiday and nobody gets off work. However, we all know about it and most of us check the news to see if the groundhog has seen his shadow. Consider how many of you recognize the name Punxsutawney Phil. Amazing, isn’t it. That's brand recognition at its finest -- it’s not even for a human.

Branding, Positioning and Differentiation

Different products need to be different brands with different names. However, the only thing common about this sense is that it's all too commonly ignored in the hopes of cheating risk and the possibility of failure.

Brand Identity, Corporate Identity, and Brand Image

Brand identity is the complete package of a business to its customers. It includes the company's service reputation, product quality, features, benefits, performance and value. It is the summation of all these things, which create brand identity.

Why Brand Matters

Branding is more than just a logo. It is the soul of your company and should be developed and maintained with care. Learn why brand matters so much in today's economy.

Branding in the Face of Mergers and Acquisitions

Don't lose your brand identity during a merger or acquisition. Use these tips to maintain a strong brand throughout the process.

The Outside Of The Box Is As Important As What Is Inside

So many people never think about the package when they develop a product. Packaging should be the first thought in product development -not the last. Without the package, you couldn't even have a product to sell or ship. After all, the package transports the product from point A to point B, protects it and secures the contents inside.

Logo vs Business Identity , Which One is Right for Your Small Business?

Don't get confused into thinking a logo and a business identity are the same - they're not. Small businesses owners are shelling out thousands of dollars every year thinking they are getting a business identity, when all they are getting is a logo. What's the difference between the two? One is a Pinto and the other is a Porsche. If you run a small business, you owe it to yourself to know what you're getting, take a moment and check this bulletin out.

International Franchise Agreements and Language Issues

When dealing with foreign investors and franchising in another country often language and interpretation of word meanings can get clouded. Additionally tenses or gender of words can change what a sentence says or means in an agreement.

U.S Companies Must Quickly Register Their Brand Name

Trademark experts strongly emphasized the responsibility of American businesses to register immediately their names in China in order to avoid becoming the preys of brand squatters. They said that U.S companies, regardless whether they have future plans for expansion in the Asian country or none, need to enlist their names as quickly as possible. This action is necessary in order for them to avoid losing their business name for other local industries in mainland China.