Go Logo! A Handbook to the Art of Global Branding

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Determinant 3

Brands, Branding:

Identity Is Equity

From Chambers Concise Dictionary:

Brand: a piece of wood burning or partly burned;

an instrument for branding; a mark burned into

anything with a hot iron. Also defined as: a trademark;

a particular class of goods.

3

A wide range of different creative logo solutions for Honda,

created by Evenson Design Group, complement and enhance

the power of the primary Honda corporate identity.

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Go Logo! A Handbook to the Art of Global Branding84

These two powerful P&G brands work well across borders. (Design: LPK)

“

B

rand territory” is a term used extensively by marketers and agencies, as a sort of

shorthand to signify a brand owner’s cognitive ambition to occupy, or own, a

specific commercial space in the minds of customers and consumers. The brand

warrior’s job isn’t done until a “total brand domain strategy” has been nailed

down. The goal is to provide clients with the most holistic definition possible for

the emotional space their brand would like to occupy.

For the purpose of this book, “owning” a

brand domain means achieving extensive

and dominant physical and mental pres-

ence in as many retail selling spaces as the

client’s budget allows. The broad defini-

tion of “presence” includes examining all

feasible opportunities to develop original

programming (content) for as many media

formats as possible. The ultimate brand goal

is to achieve dominance in its key product

categories and markets—and achieve iconic

“brand meaning” stature in the minds of all

target audiences.

To achieve this is an almost-Herculean task,

and it’s an impossible one without an imagi-

native, innovative, and flexible strategy. The

ongoing challenge of building and main-

taining category leadership for any brand

can more readily be achieved when the

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85Twelve Key Determinants to Creating Successful Brands

The Joseph Banks brand is eloquently carried through on its packaging using

a different color for different chip varieties. And not to confuse distributors,

the look is successfully carried through on large crates of the product.

(Design: DesignBridge)

company’s marketing and creative resources

are fully aligned with top management’s vi-

sion for overall operations. The vital core of

the brand’s domain includes, of course, the

less-familiar parts of the organization that are

responsible for production and sales globally

and locally. In fact, the company’s corporate

brand can be better known to stockholders,

the global financial community, government

regulators, competitors, and retailers than

to consumers. For example, for many years,

Procter & Gamble kept a low corporate

profile by letting its leading global consumer

brands, such as Tide, Crest, Pampers, and

Pantene, take the limelight.

Global commercial persuasion brands of-

fering life’s modest little pleasures, such as

a Coke or a Pepsi, can remain immodestly

successful, but only if they recognize the

change in consumer tastes and are able to

master the use of new media. In this con-

nected world stage, the players can now

literally and virtually create their scripts and

choose how and when to act.

Consumers have quite definitely become

more fickle. The twenty- to twenty-nine

year-olds continue to claim ambivalence

to well-known brands, but the evidence

doesn’t always support this contention. At

the other end of the age spectrum, the sixty-

to-seventy-plus audience, while primarily

loyal to many old favorites—especially those

brands that have learned not to condescend

to their chronological age—are embracing

brands that are easier or more pleasurable

to use.

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