Re: Branding and Marketing

From: Michaela Newnham <michaela.newnham_at_link-connect.com>
Date: Thu 11 Jan 2001 10:16:44 -0500

Thank you, Mark Myers, for identifying the diffence
between a brand and a slogan. A slogan captures the
essence of the brand at the time of its use, and like
brands, should and do evolve. Take a look at
Budweiser's advertising for a classic example.

Lexus' sales success stems from the fact that the cars
are everything they claim to be. And having proven
that with existing owners, they were able to take on
direct competitors (like MB and BMS) and rejuvenate the
brand with some really exciting ads - think about the
GS400 and LS400 ads that were running on networks in
1999.

It's the complete marketing mix (advertising,
distribution network, direct sales) that contributes
to, and builds, the brand image.





Received on Thu Jan 11 2001 - 09:16:44 CST