Understanding the Importance of Branding

Posted by Paul Christ October 28, 2009

Labels: Branding, Customer Behavior

The Keys to Brand Success (Millward Brown)

For the last few years the guys at Millward Brown have been producing insightful marketing content and this story (in PDF format) continues the good work.  It covers the factors that set brands apart and hopefully make them distinctive such as the brand name, logo, packaging design, etc.   But not only does the story cover the factors important to branding, it also looks at the psychology behind these factors and how these affect customer decision making.

In reality, the process of unlocking brand associations is more complex than simply matching up brands with words, shapes, or colors. In many cases it is not the individual elements of a brand’s presentation that are important, but the way these work together.

Do major Internet companies that offer online services, such as Google and Facebook, need to focus on branding issues in the same way that consumer products companies, such as Procter & Gamble and General Mills, look at branding?

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2 Comments

  1. thomasjacob makes this comment

    November 04, 2009

    I think Google or Facebook don't want to concentrate on brand building because they are established companies. Moreover they need only online presence and advertising.

  2. Mohamed Ghuloom makes this comment

    November 03, 2009

    I don't think that branding will matter much for Google or Facebook as much as it matters for other new starters. Those known companies have brought brand recognition and awareness to the market. They don't necessary need branding, but online presence and advertising.

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