Branding: How to differentiate your business
in a crowded marketplace
Your brand is your organization's single most valuable asset. If you doubt this, consider how easily you can identify Coke and Pepsi by their logos alone.
Or think about choosing an airline for your next trip ... whether you're booking first-class or coach, you're unlikely to choose any airline, regardless of how good a deal it offers, if it hasn't established a consistent and proven reputation for safety. Your brand is what your company stands for and how it is perceived by the rest of the world. Well-known examples include Volvo, which is synonymous with "safety" or FedEx, which is known for "on time delivery."
— Donald E. Sexton, Professor of Business, Columbia University.
Branding is a common term in the world of business. Yet, there is no clear definition of what it is and little consensus, even among experts, about its meaning.
In this extract from three MARKETING essentials without which your business may not survive you will learn everything you've ever wanted to know about branding, but have been too embarrassed to ask ... and a whole lot of myth-busting insights to boot.
"Essential reading for anyone in the marketing department."
— Elaine Van Rooyen, Marketing Manager, Andrew Mentis (Pty) Ltd
"Easy-to-understand information ... many ideas to improve one's marketing & branding."
— Charmaine Reddy, Sales & Marketing Administrator, Super Span Structural Systems
"Excellent read.
An essential tool ... helping South Africans achieve success in the business world."
— John Smith, Workshop Administrator, TSS Communications
How to differentiate your business in a crowded marketplace ...
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