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BRANDING
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For your brand
development efforts to succeed in today's dynamic and fiercely competitive
markets, it is crucial to understand the relationship between names
and brands. As has been said about other world-class brands, if all
of Sony's other assets disappeared in a flash, it could begin to rebuild
instantly on the strength of its powerful brand. The name, however,
is not the brand. Those four letters, derived from the Latin sonus,
for sound, and the name of the company's flagship transistor radio,
are an invaluable brand asset because they now represent something
distinctive and meaningful. No matter how extensively the company
diversifies, the name Sony boldly and simply signals, to a global
audience, a brand promise of ingenuity and high standards.
BERKMAN defines brand as the essential distinguishing characteristics
that differentiate one company, product, or service from another
company, product, or service. In a competitive marketplace,
a nexus of brand attributes and associations create a certain
set of expectations -- promises to be delivered on -- in the
hearts and minds of the company's or product's various audiences.
Successful brand-building begins and ends with communication
of that promise.
What constitutes a brand is ultimately defined and supported by an
organization's leadership and internal culture, by the quality of
and benefits offered by its products and services, and by how it responds
to new or changing customer and marketplace needs. A meaningful brand
provides a company with direction and clarity of purpose and offers
customers, partners, employees, and the financial community a reason
to prefer it to others. To signal what a company or product represents,
a brand has to clearly convey believable brand attributes and relevant
associations in a language both verbal and visual. |
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