My Article Database: Free Articles for Teaching and Studying English as a Foreign Language in China - by Paul Sparks




 Homepage
 About Me
 Teachers
 Students
 Lessons
 Photographs
 Links
 World News
 ICQ Chat
 Contact Me
 Articles
 
My Article Database:

 

Accounting
Acne
Adsense
Advertising
Aerobics
Affiliate
Alternative
Articles
Attraction
Auctions
Audio Streaming
Auto Care
Auto Parts
Auto Responder
Aviation
Babies Toddler
Baby
Bankruptcy
Bathroom
Beauty
Bedroom
Blogging
Body Building
Book Marketing
Book Review
Branding
Breast Cancer
Broadband Internet
Business
Business Loan
Business Plan
Cancer
Car Buying
Career
Car Insurance
Car Loan
Car Maintenance
Cars
Casino
Cell Phone
Chat
Christmas
Claims
Coaching
Coffee
College University
Computer Tips
Cooking
Cooking Tips
Copywriting
Cosmetics
Craft
Creative Writing
Credit
Credit Cards
Credit Repair
Currency Trading
Data Recovery
Dating
Debt Relief
Diabetics
Diet
Digital Camera
Diving
Divorce
Domain
Driving Tips
Ebay
Ebook
Ecommerce
Email Marketing
E Marketing
Essay
Ezine
Fashion
Finance
Fishing
Fitness
Flu
Furniture
Gambling
Golf
Google
GPS
Hair
Hair Loss
HDTV
Health Insurance
Heart Disease
Hobbies
Holiday
Home Business
Home Improvement
Home Organization
Interior Design
Internet Tips
Investment
Jewelry
Kitchen
Ladies Accessories
Lawyer
LCD / PLASMA
Legal
Life Insurance

Click Here to Return to the Perfume Articles Index

 

Brand Equity - Worth Safeguarding

by: Marcia Yudkin
The state government of Vermont has taken aggressive steps
to safeguard the state's brand equity. That's the monetary
premium attaching to tourism or products linked (honestly or
not) to this bucolic home of around 500,000 souls.

Does your company have brand equity? If so, people place
more trust in your quality and a higher value on your
offerings than on a no-name competitor's. If so, the cachet
of your brand envelops any new venture you launch right from
the start.

The general public believes "Made in Vermont" means "Made by
humans, not faceless corporations." In contrast, according
to brand experts, "Made in Connecticut" or "Made in
Michigan" add no extra monetary worth to a product or
service. If a state can be more than a state, you can stand
for something too -- do you?

In building and guarding a brand, think first about what
values you would like to stand for. Volvo has linked itself
to safety, BMW to the driving experience, Mercedes to
luxury, Saturn to no-haggle buying. Marlboro stands for
rugged individualism, Hallmark for warm and thoughtful
relationships, Steinway for performance-level quality.

Brands also have a personality. Nike is confident and
active, Joe Boxer is kooky and unconventional, Starbucks is
comfortable and cultured, Microsoft is geeky and no-
nonsense. The personality is built up not only through
advertising but also through product design, display design,
Web site design, a company's public relations image and of
course customer experiences in dealing with the company.

Price factors into brand identity too. Without looking at
price tags, we know that a certain item sold at Neiman
Marcus costs more than the comparable item at Kmart. Buyers
reason in the opposite direction too. If they're not
familiar with a brand and perceive the price as absurdly
low, they'll create a bargain-basement image for the brand,
while if they perceive the price as expensive, they'll
imagine what they would get on buying as luxurious,
aristocratic or masterful.

After you invest in creating a brand for your company, don't
be quick to change it. Chances are, you'll tire of it years
before the public does. Repetition and consistency imprint
your company identity and image in the minds of potential
and actual customers. Imagine how disturbing it would be to
run across a yellow-and-red IBM sign in a childlike logo, or
a flowery, garden-themed ad for the perfume Opium! With a
coherent, stable brand identity, you'll enjoy more repeat
business, greater customer loyalty, easier word of mouth and
eventually lower marketing expenses.

You'll know your brand is worth something when you start
seeing poachers, imitators and other unscrupulous types
trying to trade off the investment in your brand. It's
worth hiring a lawyer to shoot off a cease and desist
letter, where that's legally warranted. After all, our
fourteenth state isn't allowing folks manufacturing in
Indonesia to claim a Vermont connection. You should be the
only ones presenting themselves to the public as you.

ABOUT THE AUTHOR
Marcia Yudkin is the author of the
classic guide to comprehensive PR, "6 Steps to Free
Publicity," now for sale in an updated edition at Amazon.com
and in bookstores everywhere. She also spills the secrets
on advanced tactics for today's publicity seekers in
"Powerful, Painless Online Publicity," available from
www.yudkin.com/powerpr.htm .

 

New! Watch Online Articles with YouTube for Free:

 

 

 

 

Click Here to Return to Top of Page