The Natural Life of Brands

I've decided to make another entry concerning brands. Yesterday explained the importance of branding your goods or services. Today's article references how they have become a most valuable asset and about the four key characteristics for creating eternal brands.

Great product quality

This is a necessary but not sufficient characteristic. A brand will not survive unless it is rooted in a great product. Regardless of how unique the brand, the product has to deliver quality.

Get there first

Quality by itself is not enough. Often great brands own the central benefit of the category. All successful brands can successfully defend their market share.

Exploit brand strengths

Big enduring brands make the most of their strength in the market. From a branding perspective this means reminding consumers of their strength. Whether this is Coke reminding consumers that it is `the real thing' or Heineken communicating that it is the `number one imported beer' or BA claiming to be `the world's favourite airline' - it all comes down to success breeding success.

And finally ... the brand above all else

Any company that owns truly great brands has only achieved this because they live to serve the brand. This may sound extreme, but consider the first few lines of Coca Cola's Mission Statement: `we exist to create value for our share owners on a long-term basis by building a business that enhances The Coca-Cola Company's trademarks. This also is our ultimate commitment.'

For those of you out there attempting to create your brand or initiate branding for a new product or service, take a few moments time to read the attached article. In order to truly own your brand at your next trade show event, look at some convention displays by A Smash Hit Displays. These include Popup display, indoor banner stands, lighted graphic displays, and pinpoint trade show signage graphics and will further your quest to make your brand a long term success and separate you from the crowd at your next show.