A conversation about branding may often start with the logo, but a brand is more than just a logo.  The brand touches all aspects of a business, from visual identity and market positioning, to uses of technology. Strong brands command premium prices.  They create customer loyalty and are easily distinguished from bland, unfocused competitors. To most, branding may seem like marketplace mysticism, but it’s really just the study of how people make buying decisions.  Buying isn’t rational. Branding theory and practice go beyond the obvious factors, into the realm of color, emotional message, and memory.  A central principle of branding strategy could be that purchasing decisions don’t happen in the marketplace.  They happen in the mind.  In turn, branding is a way of gaining “mind share”, which leads to market share.

 

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