Differentiator for Brand Category Leadership If you do not have market leadership, try finding a category that you are a sales leader in. In every category, there usually are sub-categories that are dominated by different players. If there aren’t, you…

Fedex Brand – Performance leadership as differentiator FedEx is an excellent example for this chapter. It was actually a very late entrant into the ar express services market As mentioned earlier, it started in 1971 Emery Air, which started n…

Microsoft — The Nerd’s’Brand Even being nerdy can be a powerful differentiator. Microsoft is a brand that is differentiated by its super-nerdy computer geek image. It can’t be helped. The founders, Bill Gates and Paul Allen, have strong geeky personalities…

FAILURES IN BRAND PRODUCT RELATIONSHIPS: A FEW CLASSIC EXAMPLES Branding structures aim at optimally managing the image flows. Sometimes, the downward flow from the brand to the product needs to be emphasized when it is thought that sales could be…

The power of brand names The brand’s name is often revealing of the brands intentions. This is obviously the case for brand names which, from the start, are specifically chosen to convey certain objective or subjective characteristics of the brand…

BRAND is A GENETIC PROGRAMME A brand is both the memory and the future ofits products. The analogy with the genetic memory is central to understanding how brands function and should be managed. Indeed, the brand memory that develops contains…

A BRAND IS A LIVING MEMORY The spirit of a brand can be inferred through its products and its advertising. The content of a brand grows out of the cumulative memory of these acts, pro- vided they are governed by…

Brand Resonance – How Brand Apple has it Apple customers relate to the brand very intimately. Repeat purchases are very common. They feel a very strong attachment towards the brand because it portrays a very different image. It helps make…

Brand Feelings reflected by Brand APPLE The Apple brand radiates feelings of fun, excitement and pride. People who own Apple products always look forward to using them with a lot of enthusiasm. The brand through its advertising has created an…

 Brand Judgements with context to Brand APPLE Brand Judgements: Lets look at this from the following points of view: Brand quality: According to me, an Apple customer will mostly conclude that Apple products exude quality which is actually what you…