More Than a Name: An Introduction to Branding by Melissa Davis

By Melissa Davis

This ebook explores the recent global of the emblem - now extra robust and sought after than ever. It argues model is way greater than only a brand, discussing the bigger inventive and financial technique of branding in addition to the mental idea in the back of impactful and winning manufacturers. The textual content is supported through sensible assistance and workouts, in addition to modern examples from a number of the world's best-known manufacturers and model organisations.

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56 1 1: BRAND ORIGINATOR INNOCENT DRINKS Innocent Drinks creates fresh juice smoothies in a bottle. Its differentiator from the outset was to make drinks from pure unadulterated fruit, without the preservatives – even when they were told it couldn’t be done. Innocent has employed ‘nature’ as its theme – a theme now much imitated by other food brands as health awareness moves into the mainstream. “Innocent is about naturalness, purity and nature,” says Dan Germain, the creator of the Innocent labels.

Brands can be structured into families with the parent brand as the ‘umbrella brand’ owning a number of sub-brands. The subbrands can come in different contexts: The sub-brands may each have separate identities, which bear little resemblance to each other, and may even compete across audiences (for example, the brands owned by consumer goods holding companies, Unilever or Procter & Gamble). In this scenario, the parent brands generally keep a low profile, while the sub-brands have the external identity roles.

THEORY PAGE / 44 See ‘Brand Families’ 52 BRAND CREATION SCENARIOS BRAND FAMILIES BRAND ORIGINATORS “Parent brands are also becoming more prominent by promoting their ‘own brand’ products as brand extension” 3 4 3, 4: BRAND PERSONALITIES: STELIOS HAJI-IOANNOU AND RICHARD BRANSON Some parent brands have succeeded by basing their product and service offerings around a strong charismatic founder. Richard Branson’s Virgin carries the personality of its owner and the Virgin values – a commitment to service, a way of doing things differently, a chance to give the customer a better deal – and his media profile is as large as the company’s.

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