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Branding
 
 

What exactly is branding? What comes to mind immediately is an image of cowboys using a hot iron to sear onto their cattle a unique symbol of their ranch to convey ownership when selling on the open market. In a sense, that in a nutshell is a very appropriate analogy of what branding means to business marketing.

It has been called corporate identity or corporate image; but it all refers to the same thing. Branding is the cumulative effect a carefully designed and orchestrated group of business attributes, symbols and verbiage has on our perception to create a permanent impression and awareness in our mind. A successful brand is one we immediately recognize sometimes by a mere couple of words, a defining couple of musical notes, a logo, or a color scheme. When a brand has been established, it is one of the most powerful forces in life, transcending time, place and culture. Who in the world has never heard of Coke®, IBM®, or Tiger Woods?


 
  Trademarks, Service Marks and Copyrights:
How The Laws Have Changed




 

 

 
An Attorney with no previous advertising exposure
needed help in establishing an image for himself
with a long-term career in mind.
Mid-Hudson Marketing created this handsome web presence
in addition to an advertising campaign to
get him started on the long road to building a strong,
professional brand.






How is a Brand Built?

 
Building a brand is something that takes a generous budget, plenty of time, and strict discipline. First, the brand needs an appealing identity including a well-designed, memorable logo, striking, memorable advertising and ubiquitous, diversified, repetitive exposure.

Can a Brand Be Built in a Small Market?

For the purpose of this discussion, most companies seeking business advice from Mid-Hudson Marketing are small businesses with a limited market. Is it possible for such entities to build a brand on a small scale? Absolutely, without equivocation, small-market branding is as possible as large-market branding but on a smaller scale.




 
  Another Attorney with a long, accomplished career
turned to Mid-Hudson Marketing to establish his brand
in a long-term advertising campaign during
a major economic slowdown.
 
 

What Contributes Most to Branding Success?

 
  Consistently excellent marketing is the best answer with emphasis on the word consistent. As we learned in Psychology class, conditioned reinforcement is most conducive to retention. Just as Pavlov's dog salivates at the sound of a bell, we respond to branding in much the same way. The more often people are impressed with a consistent presentation of a meaningful and appealing message, image or jingle, the more likely they will be to remember what was being advertised. Just consider the unfathomable branding successes of such products as Band-Aid®, Vaseline®, Scotch Tape®, and Kleenex®, which transcended their status as mere products to become bona fide words in the global lexicon. We don't treat a wound with an adhesive bandage, we put on a band-aid. How many of us think of the words petroleum jelly while asking for vaseline? Yet, it is probably hard to pinpoint a specific advertising strategy which led to such branding awareness. More likely, those successes were the result of many, many years of consistently memorable marketing that simply crept into our psyche without our ever realizing it was happening. There have been astonishingly successful slogans and advertising jingles that to this day still resonate in memory even though they have been out of circulation for decades. Examples? "Winston® tastes good like a cigarette should"; Maxwell House®: "Good to the last drop"; Alka Seltzer®: "Plop, plop, fizz, fizz, oh, what a relief it is!"



Global brands such as Coke, IBM, Tiger Woods, Band-Aid, Vaseline, Scotch Tape, Kleenex, Winston, Maxwell House and Alka Seltzer are all registered trademarks of their respective companies and corporations and are not affiliated with Mid-Hudson Marketing.


 
 




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