HOW DOES A
BRAND CREATE AN IMAGE?
What does it take to be a wanted brand? A correct image
that comes with innovation, creativity and loads of
originality.
A wanted product or service has to be marketed. It
needs an image. Once the brand has created the desired
image, you decide if you want to identify with it. Why?
Because you choose a brand to represent who you are,
who you wish to be, how you feel about yourself, and
how you want to be seen by others. When you identify
with the correct brand, you reinforce your own image
too.
Let’s take Mercedes-Benz. Innovation, creativity
and originality have given Mercedes-Benz the image as
the world’s premium luxury car created with the
highest standards in technology. In 1886, Daimler, hating
compromises, created his motto for the car, “The
best or nothing at all.” Until today, this philosophy
is one of the mainstays of the Mercedes Benz’s
tradition. So, when you drive a Mercedes-Benz, you are
reinforcing your image that you know, appreciate and
value a machine that combines prestige and luxury with
the highest technological standards. People want to
be identified with the perfect blend of beauty, quality
and luxury. The Mercedes-Benz’s image then becomes
your image.
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To have
an image, a brand must be differentiated. It must have
a personality, or it will become like any other brand
on the streets. Once it becomes differentiated, it becomes
unique. This creates brand loyalty. The brand’s
personality must mirror its philosophy to remain differentiated.
American Express, the number one global charge card
issuer, is the number 14th brand in the world (Business
Week, August 2, 2004). People want to be identified
with the prestige that accompanies an American Express
Card. The correct brands will open the door to social
acceptance and people will pay for it. Carry an Am Ex
and realise that membership has its privileges.
Give your brand a personality. Grant it identity. Make
it wanted. Why? Because branded means wanted.
Brands are about identity.
People want brands that represent who they are,
wish to be, how they feel about themselves, and how
they want to be seen by others.
To be branded means wanted, talk2us@peopalove.com
or call
+604-2288 696
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