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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, logos, 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 ==
== Branding ==
== Rebranding/repositioning ==
== Rebranding/repositioning ==
''See also:'' [[Rebranding]]
According to ''[[Marketing]] Business News'', "Rebranding is the process of changing the image of a company or product. The aim is to make the new image more attractive to consumers. It is a marketing strategy that involves changing the logo, name, symbols, or a combination of all of them. We rebrand to raise awareness of a company's or product's new identity."<ref>[https://marketbusinessnews.com/financial-glossary/rebranding/ What Is Rebranding? Definition And Examples]</ref>
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>
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>
==See also==
==See also==
* [[Advertising]]
* [[Advertising]]
== External links ==
*[https://blog.hubspot.com/marketing/branding What is Branding? Understanding Its Importance]
*[https://www.thebrandingjournal.com/2015/10/what-is-branding-definition/#:~:text=It%20is%20a%20strategy%20designed,be%20part%20of%20its%20world. What Is Branding?], The Branding Journal
*[https://www.ama.org/topics/brand-and-branding/ Branding], American Marketing Association
*[https://www.vistaprint.com/hub/what-is-branding What is branding and how to harness the power of it]
*[https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/ What Is Branding and Why Is It Important for Your Business?], BrandingMag
*[https://www.entrepreneur.com/starting-a-business/business-the-basics-of-branding/77408 Creating a Brand: How To Build a Brand From Scratch], Entrepeneur magazine
==References==
==References==