Archive for Branding
Introduction and scope All lawyers and law firms are brands. Whether or not they are the brands they would choose to be is another matter, but they are brands nonetheless. In addition, lawyers and law firms deal with brands, some major, on an ongoing basis. These brands incorporate individuals, corporates, not-for-profits, products, services, cities and […]
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Leave a Comment (0) →They are hundreds of thousands of years old, live in our minds, markedly influence our lives and are recognised by two year olds Brands are far older than most imagine If you have a burning desire to know the origin of the term brand, it’s from an Old Norse word, brandr, which means “to burn.” […]
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Leave a Comment (0) →Imagine you are attending a classical concert. The string and woodwind components are superb, but things go badly wrong when the percussionists enter the fray. Unfortunately they were not included in rehearsals and are badly off key. They spoil the entire rendition. It’s been a memorable afternoon, but for all the wrong reasons. Later that […]
Alan Kaplan Brand building is an essential activity for any organisation whether for profit or not for profit. There are many facets which help shape and develop an optimal brand identity, one of which is a tagline. The stronger the synergy between a well developed and successful brand name, logo and tagline, the better the […]
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Leave a Comment (0) →Alan Kaplan Brand building should be an essential part of the growth of all organisations. As various components of brand equity, (such as awareness, salience, brand loyalty and advocacy) strengthen, they impact positively on brand performance and on future discounted cash flows, which in turn, enhance the financial value of the brand. This has positive […]
Alan Kaplan One key element in the creation of successful brands is the ability to augment a core product or service with additional and distinctive values that distinguish it from competition. Whilst many SME’s focus on functional values, far fewer develop brand values that are less easily copied, like emotional and expressive values of optimal […]
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Leave a Comment (0) →Alan Kaplan As we have emphasised in previous posts, brands are potentially a substantial source of income and value to organisations. Brand names chosen at either organisational or product levels can serve as a strong signal to customers and other stakeholders and, as a consequence, a well crafted brand name can enhance the prospect of […]
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