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ePaper created 2015-03-06, 14:42:46 | version 1.33.01
_We usually associate the term ‘brand’ with a product that has a unique, consistent and well- recognised character (i.e. Coca-Cola, BMW). These brands conjure up images in the minds of con- sumers. Large organisations work hard to raise the power and status of their brands and guard them carefullyagainstunlicenseduseorunfairimitation. The American Marketing Association (AMA) defines a brand as a ‘name, term, sign, symbol or design, or a combination of them intended to iden- tify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers’. Therefore, it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. Looking outintotheworldtoday,itiseasytoseewhybrands are more important now than at any time in the past 100 years. Brands are psychology and science brought together as a promise mark, as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable. Many companies put the value of their brand on their balance sheet. Why?Wellyoudonothavetolookveryfar.Into- day’s world, branding is more important than ever. But you cannot simply build a brand like they did in the old days. You need a cultural movement strategy to achieve kinetic growth for your brand. Withthat,onlythesky’sthelimit.WhatsellsChanel when it produces a cosmetic? A cream or a dream of beauty? What does the Perugina brand sell when it produces the ‘Bacio’? A chocolate or a feeling? What sells Ferrari when it produces the 458: car or social status? What sells Starbucks when opening its stores? A coffee or a third place between home and work? The list goes on with many examples. Branding is fundamental. Branding is basic. Brand- ing is essential. Building brands builds incredible value for companies and corporations. 06 I I practice management _ brand building CAD/CAM 1_2015 The importance of brand and own reputation—from real daily life to the web Author_Prof. Antonio Pelliccia, Italy CAD0115_06-10_Pelliccia 02.03.15 12:32 Seite 1 CAD0115_06-10_Pelliccia 02.03.1512:32 Seite 1