Corporate Gifts Giving News

Image and product 'both influence brand'

Image and product are both important facets of a successful brand, an expert has claimed.

CoolBrands notes that both of these factors can help to make a brand successful, depending on how it operates – which may be of note to companies considering corporate gifts.

Stephen Cheliotis, chairman of the Independent CoolBrands Council, said that image can be important as people are attracted to products that "reflect their personal beliefs or lifestyle".

However, he went on to say that brands which are technology-based, for example, are often more about product.

"Cool is a very multifaceted thing. People perceive things to be cool for different reasons. Each person perceives different things to be cool. Even within the factors we identify as being inherent within cool, some of them are more about image, some of them are more about product," Mr Cheliotis remarked.

According to research conducted by the company, the UK's coolest brands of the last two years include Aston Martin, iPhone, YouTube and Google.

Published:14-Oct-2008

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