Branded Merchandise News

Branding 'creates preferred status'

Effective banding can lead to a firm achieving "preferred status" and being a consumer's number one choice for a product, it has been claimed.

Writing in Ethanol Producer, Rona Johnson said that effective brands can help a firm stand out from the company and cites jewellers Tiffany's as an example.

According to Tim Kubista, chief executive officer and brand strategist for Elements, the market value for Tiffany's branding is $5 billion (£2.5 billion) for just the name and marketing, not including any jewellery.

The brand strategist told the magazine that branding is successful because buying decisions are based on emotions rather than facts and a company can achieve preferred status through cultivating a respectable and admired image.

Writing on ezineseeker.com, Tina Rinaudo said that marketing a brand through corporate gifts can help create a good reputation and impress the executive recipient - leading them to have a good impression of a company.

Published:14-Jul-2008

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