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9 Principles of Branding

In: Business and Management

Submitted By wdarwis
Words 11897
Pages 48
Written By | Greg Stine
The Nine Principles of Branding
Supplemental Information for the Branding
Essentials Workshop
Branding at a Glance
Branding: What Is All This About, Anyway?
Branding Principle #1:
Keep It Simple
Branding Principle #2: Mass-Produced
Word of Mouth (PR) Builds Brands
Branding Principle #3:
Focused Brands are More Powerful
Branding Principle #4:
Differentiation is Key
Branding Principle #5:
The First Brand Advantage
Branding Principle #6:
Avoid Sub-brands at All Cost
Branding Principle #7:
Perception vs. Quality
Branding Principle #8:
Be Consistent and Patient
Branding Principle #9:
Write Out Your Brand Definition
Discovering More Than Just Your Brand
About the Author
Table of Contents
Branding at a Glance
By Greg Stine
President of Polaris, Inc.
The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique.
Look at any market leader and you’ll find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition.
Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating yourself as unique.
Effective branding creates a perception that there is no other product, service, organization or community quite like yours. Whether the distinction is a result of function, form, ease of use, price or prestige, the consumer believes you offer something exceptional. For example, factors affecting the brand of an organization can be both tangible and intangible, including office décor, personnel attire, organization philosophy, product/service quality, design of...

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