Re: Branding & Marketing

From: John Gaskill <gm_at_info-central-usa.com>
Date: Fri 09 Feb 2001 08:28:29 -0600

GERI STUNZ KONSTANTIN WROTE:

>SANDY TAPPER <stapper_at_tappernet.com> WROTE:
>> No, you're referring to a brand name. The brand is the
>> identity that is associated with the product or
>> service.
>
>No, a brand is a product. E.G. Bandaid Brand
>Bandages. Not FedEx brand ???? - It doesn't work with a
>service. It could be a FedEx brand Letter Envelope
>though, yet that's not what they sell. I still maintain
>a service is not a brand. A corporation is not a brand
>either. That's the way I was trained.

Geri,

Works the same way for SERVICES, e.g.,

FedEx BRAND Overnight Delivery Service

MCI BRAND Long Distance Calling Services

VISA BRAND Credit Card Services

EarthLink BRAND Internet Services

and the list goes on.

The brand is not the product or service, it is the
character and traits associated with it.

ADVIL began as a product but is now a
line of products. It suffered "brand dilution"
during its "brand extension."

=X burned into a steer's hind quarter could
stand for the Double Bar X Ranch. The
product is beef. The brand name might
be Double Bar X beef. If hogs were
branded at =X would they be beef?

The BRAND is in the name, not the
product. It's what you do with a brand
name or a branded product or service
that helps or harms the value of the
brand over time.

Slogans are not brands, however,
good slogans summarize what a
brand does for you, e.g.,

"When it absolutely, positively has to be there overnight!" (R)

I think you are mistaken on this one
from point of view Geri. Open up your
mind to services as brands.

Regards all,

John Gaskill
gm_at_info-central-usa.com







Received on Fri Feb 09 2001 - 08:28:29 CST