Branding is what’s left behind when the product is taken out of the equation.

Branding needs to create a lasting image a one word impression if you will

Toyota=safe care

Dell=customer service

Coke Cola=refreshing

Ford = tough

These are universal impressions that these brands are known for

Good branding makes the brand become synonymous with the product across the board.

Hamburger=McDonalds

Soda=CokeCola

Books = Borders/Amazon

These are brands are thought of with these products

Branding is necessary in the internet age.

Because all consumer purchase behavior begins with search … Why should anyone go to Joe’s shop over Circuit City or Dig flash or Scan Disk. The answer is Branding.

Branding creates a relationship between the thoughts of consumers and the product.

When you want to buy a toy your 1st stop is toys r Us because of the relationship you had growing up with toys r us for all your toys needs. For Kings and Things to do the same they would need to position themselves as lets say a “kingdom of toys” they would require imagery to support this position a castle with toys falling out the windows. Then they would need to support the brand position with the value of having all major toys and then some.

The branding of The do Collection is mysterious and uniquely minded thus as a person with the same personality would be it to is over looked for being too unique a and too much outside of the conventional box.

Brands Reduce Clutter:

Think of what you need and one brand comes to mind, go ahead try it

Toilet paper

Toothpaste

Soap

Clothing

Shoes

My answer:

Scotts

Crest

Dove

The Do Collection

Zappos

See how easy that was? No search needed because defined brands set the template.