Pretty much like brand names, logos of companies or (entities in general) are everything that’s why they even hire consultants or create contests just to come up with new logos, new identity.
Branding tries to establish you, your brand and your product / service as a top of mind among customers. What matters is that the branding should speak for itself, easy to recall, not intimidating, and appeals to its target market. Preferably original too.
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You may not feel this much in your business right now but this is actually a risk very much present. Imagine if your dealing with countries experiencing political crises, power struggles etc. Won’t you be concerned of your future dealings with them?
I don’t think JFC and BK have the same target markets. Yes definitely there are overlaps in the target customers, but as JFC puts it, their entry into BK allows them to cater to the premium burger segment: in short to enter the expensive burgers market.
Standard Appliances. We all want appliances that meet the standard. If we can help it, we do not buy substandard products. So what is the best brand out there that has a high standard? What else but Standard appliances.
We all know that a lot of taxis use the Toyota brand, and from time to time some Nissan, Hyundai and Kia. But in my experience, I have yet to see taxis using the Honda or Mitsubishi or Mazda brand in the Philippines.
The brand name recall stuck (especially in areas with lagged information dissemination) but not the brand loyalty and leadership. This may have been the case for Xerox.
We admire companies with great commercials. To our eyes, they’re the ones that are good, witty. But to the informed consumers, this should point us to the good ad agencies who work with these companies.