BRANDS!

BRANDS! 

Brand Identity is a combination of the following factors:

• Brand Essence - a way of summing up the significance of the brand to stockholders and consumers alike of the brand in one simple sentence
• Brand Slogan - a public way of identifying the brand for consumers - often associated with a logo
• Brand Personality - marketeers can describe their brand as though it were a person, with likes and dislikes and certain behavior
• Brand Values – what does it stand for/against?
• Brand Appearance - What does it look/sound/taste like?
• Brand Heritage - how long has it been around? does it have customers who have been loyal to it for many years?
• Emotional benefits – how it avoids/reduces pain or increases pleasure
• Hard benefits – bigger? better? cheaper? washes whiter?

The Financial Times published a special report that attempts to quantify brand value for the top 100 global brands. The top global brand remains Google followed by IBM, Apple, and Microsoft.  Coca Cola, McDonalds, and Marlboro are familiar consumer products brands that appear in the top 10 list.

SOURCES: 

http://www.mediaknowall.com/as_alevel/Advertising/advertising.php?pageID=brands

http://www.rationalwalk.com/?p=6655