Re: self-branding

From: lkuek <lkuek_at_thenew.net>
Date: Mon 12 Jun 2000 09:11:13 -0400

TRACY ROMOSER <tracyr_at_wesdesign.com> WROTE:
> Brand equity doesn't necessarily guarantee product
> sales - especially if the brand generates a negative or
> less than favorable response with your target
> audiences. Your brand will build equity every day it
> survives in the marketplace. The key to successful
> "branding" is knowing what your target needs/wants in
> relationship to the benefits you provide and
> positioning your brand as the premium solution for the
> consumer.
 What if I were to start a company named Bre X but it
delt with something other than gold. The brand has a
very negative name but it is something people remember.
It would cause people to question and do research about
the company. It generates interest because of the
history of the name.

What if you planned this company very well and built
integrity into your mission statement. Excellent
customer service, honor all agreements, build business
ties and rapport. What do you think would happen?

LK




Received on Mon Jun 12 2000 - 08:11:13 CDT