Brand extensions are a simple way to leverage the success and popularity of an existing brand to support the launch of a new product. By rolling out a new product with a well-known and well-liked brand name on it, companies can enjoy two main benefits – reduced risks and reduced costs. Let’s look at both benefits in more detail. [Read more…] about The Argument FOR Brand Extensions
Five Things Marketers Can Learn from Celebrity Branding
Marketers can learn a lot from celebrities and the PR machines behind them. As crazy as it might seem, take some time over the next week to listen to celebrity gossip on television and read about it online. Celebrities work hard to keep their names in the spotlight, drumming up positive publicity and putting out the fires of negative publicity. [Read more…] about Five Things Marketers Can Learn from Celebrity Branding
Creating a Relationship Brand
What is a relationship brand? In simplest terms, a relationship brand is one that holds widespread appeal among consumers but still allows each individual consumer to experience the brand in his or her own unique way. Relationship brands have an inherent sense of belonging attached to them. In other words, each customer experiences the brand individually but at the same time, likes knowing he or she is part of a larger group who experiences the brand together.
Creating a relationship brand doesn’t happen overnight. For example, look at a brand like Mac from Apple. Actually, Apple, itself, is a great example of a relationship brand, but let’s just look at Mac right now. While still far behind the PC in terms of market share, the Mac has grown significantly in recent years as the marketing team behind the brand realized the value in the relationship customers have with the brand and with each other as part of a group experiencing the brand together. [Read more…] about Creating a Relationship Brand
Vauxhall Logo Gets a Web 2.0 Overhaul
A hot trend these days is revamping a brand logo to have a more modern Web 2.0-friendly look and feel. Vauxhall joined the bandwagon with the release of the new Vauxhall logo which shows a modernized griffin with a three-dimensional appearance. 
I have seen the new logo as pictured here with a black background as well as with a red background that matches the old logo pictured here.
I actually think this logo redesign was well done. I think many companies take the Web 2.0 modernization idea too far, but Vauxhall gave its logo a simple upgrade that enhances the brand rather than detracting or running counter to it. [Read more…] about Vauxhall Logo Gets a Web 2.0 Overhaul
Disney Co. Chooses ESPN Brand Over Disney Brand
In October 2007, I wrote a post on my branding blog, Brandcurve, about the Disney brand strategy. In the post, I referenced a q&a session with Disney (NYSE: DIS) CFO Tom Staggs at the Merrill Lynch 2007 annual Media Fall Preview event where Staggs basically revealed the secret to Disney’s brand strategy – identify strong, popular brands then exploit them around the world.
WIth that brand strategy in mind, I was actually surprised to read that Disney is abandoning its brand name on one of its popular properties. According to Brandweek, Disney will remove the Disney brand name from its sports complex at Walt Disney World in Orlando, Florida and replace it with the ESPN brand name. [Read more…] about Disney Co. Chooses ESPN Brand Over Disney Brand