Part 1 - The power of branding: Why a business needs a brand to be successful
What do we mean by the word ‘brand’? What exactly is a brand?
Lets review this statement:
‘If Coca-Cola were to lose all of its production-related assets in a disaster, the company
would survive.
What’s your view in this statement ?
Nowadays , Coca-Cola’s brand equity was valued more than at US$65.3bn. So, what is coca cola ? For Coca-Cola, typical – a global drink , that it’s youthful, energetic, refreshing and so on. Visual associations might include the unmistakable red and white logo and corporate colours, or the unique shape and tint of the original glass bottles. But, do coca-cola has negative perception ? Coca-Cola may be seen as unhealthy, or as a symbol of global ‘imperialism’ ?
So , What is branding?
A brand brand results from a set of associations and perceptions in people’s minds. Branding is an attempt to generate, influence and control these associations to help the business perform better. Any organisation can benefit by creating a brand that presents the company as distinctive, trusted, exciting, reliable or whichever attributes are appropriate to that business.
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