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→Soft power (Power of a country's brand)
Deriving from the above, a '''brand''' is also the term for a registered trade name. Brand names such as [[Coca-Cola]] and [[Walmart]] are considered to be of very high monetary value. A modern company's 'brand' might include the company's name, [[logo]]s, slogans, famous people who endorse the company, and more nebulous public perceptions that the company wishes to cultivate as part of its 'brand identity'.
Deriving from the above, a '''brand''' is also the term for a registered trade name. Brand names such as [[Coca-Cola]] and [[Walmart]] are considered to be of very high monetary value. A modern company's 'brand' might include the company's name, [[logo]]s, slogans, famous people who endorse the company, and more nebulous public perceptions that the company wishes to cultivate as part of its 'brand identity'.
== Branding ==
== Emotional branding ==
''See also:'' [[Emotion]]
"Emotional branding leverages consumers' emotions to foster stronger connections with a brand. It goes beyond traditional marketing by focusing on creating an emotional resonance with the target audience, aiming to build lasting relationships and loyalty. This approach taps into the power of emotions to influence purchase decisions and brand perception."<ref>[https://www.google.com/search?q=Branding+and+emotion&oq=Branding+and+emotion&gs_lcrp=EgZjaHJvbWUyBggAEEUYOTIICAEQABgWGB4yCAgCEAAYFhgeMggIAxAAGBYYHjIICAQQABgWGB4yDQgFEAAYhgMYgAQYigUyDQgGEAAYhgMYgAQYigUyDQgHEAAYhgMYgAQYigUyBwgIEAAY7wUyBggJEC4YQNIBCDYwMzlqMGo0qAIAsAIB&sourceid=chrome&ie=UTF-8 Emotions and branding]</ref>
Articles:
*[https://www.forbes.com/councils/forbescommunicationscouncil/2024/12/05/emotional-branding-connecting-with-consumers-on-a-deeper-level/ Emotional Branding—Connecting With Consumers On A Deeper Level], Forbes, 2024
*[https://surveysparrow.com/blog/emotional-branding-101-what-why-examples/ Emotional Branding: A Comprehensive Guide to Lasting Customer Relationships]
*[https://www.forbes.com/councils/forbescommunicationscouncil/2022/12/06/15-brand-boosting-benefits-of-emotional-marketing/ 15 Brand-Boosting Benefits Of Emotional Marketing], Forbes, 2022
*[https://clevertap.com/blog/emotional-branding/ Using Emotional Branding Effectively]
*[https://hbr.org/2015/11/the-new-science-of-customer-emotions The New Science of Customer Emotions], Harvard Business Review, 2015
== Rebranding/repositioning ==
The Innis Maggiore Ad Agency, which works with major corporations, says concerning [[rebranding]]/repositioning: "When a brand’s meaning is strongly established in the mind, it’s extremely difficult — if not impossible — to change. It is possible to refine, adjust and hone a brand’s meaning when necessary. But repositioning a brand with a wholesale change? Hardly a chance."<ref>[https://innismaggiore.com/blog/jcpenney-showed-brand-reinvention-can-stretch-only-so-far/ Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far] by Dick Maggiore at the Innis Maggiore Ad Agency</ref>
== Books ==
* ''The 22 Immutable Laws of Branding by Al Ries and Laura Ries.'' Harper Business. September 1, 2002
* ''Positioning: The Battle for Your Mind'' by Al Ries, Jack Trout and Philip Kotler. McGraw Hill. December 13, 2000
* ''How Brands Grow: What Marketers Don't Know'' by Byron Sharp. Oxford University Press. April 12, 2010
==Soft power (Power of a country's brand)==
==Soft power (Power of a country's brand)==