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To get our heads around the power of branding, let's explore a gallery of brands. Let's start with global brands: Nike, Apple, Starbucks, Wells Fargo, Maybelline. When you heard those names, what came to mind? You envision logos, ads. Think of experiences, value. Do you have a perception of who their customers are? Branding is what drives this. Nike's slogan, Just Do It, and famous swoosh logo defines their athletic apparel, shoes, and even sports equipment.
Apple's famous brand is more than an icon. They are known to have a brand personality that evokes experience, innovation, simplicity, and user-friendly design. Starbucks is a brand that evolved from coffee to becoming a culture, selling music, products, being a place for meetings, and giving back. Maybelline's "Maybe she's born with it. Maybe it's Maybelline" tagline is catchy, memorable, and evokes value. Note that all these companies offer products and services that other companies sell as well, but the distinction comes through, thanks to the power of branding.
Branding isn't just for big global businesses or product-based businesses; branding applies to local businesses like your favorite drycleaner. It can be applied to online-only businesses, can powerfully position nonprofits, and even generate support for concepts like recycling or breast-cancer awareness. Branding has even evolved to personal branding. For example, to build a personal brand people buy their own domain names and use social media tools like LinkedIn, Facebook, YouTube, blogs, and Twitter.
Now that we've looked at some global brands and their success, let's talk about the power of positioning.
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