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, 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'.

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."

Articles:

• Emotional Branding—Connecting With Consumers On A Deeper Level, Forbes, 2024
• Emotional Branding: A Comprehensive Guide to Lasting Customer Relationships
• 15 Brand-Boosting Benefits Of Emotional Marketing, Forbes, 2022
• Using Emotional Branding Effectively
• 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."

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)

See also: Soft power

Soft power is a nation's capacity to cause others to do things through persuasive/non-coercive means. The American political scientist Joseph Nye introduced the concept of "soft power" in the late 1980s.

Brand Finance, the world's leading brand valuation consultancy, annually list the countries with the strongest soft power.

Brand Finance's 2022 ranking of the countries with the most soft power

Brand Finance's 2022 ranking of the 10 countries with the most soft power:

1. United States
2. United Kingdom
3. Germany
4. China
5. Japan
6. France
7. Canada
8. Switzerland
9. Russia
10. Italy

See also

• Advertising