Category Archives: Brand Identity
Cadillac’s Identity Crisis: When Branding Won’t Die
No one can dispute the power of the Cadillac brand. Its identity is so strong that it lingers in our cultural consciousness — and that’s precisely the problem.
First, Cadillac couldn’t shake the decades-old association with drivers “between the age of [...]
Filed under Brand Identity, Branding, Marketing
Choosing Brand Elements : Parle LMN
Real lemon have been nearly non-existent in the organised beverage market. So, Parle Agro came up with a real lemon drink that tastes exactly like the traditional 'nimbo-pani'. Half way through the project we hear even the Cola Giants are [...]
Filed under Brand Equity, Brand Identity, Marketing
Brand Equity : J K White Cement
JK white cement operations began in the year 1984 at Gotan, Rajasthan, India. Today the plant produces 250,000 tons per annum of “The Perfect International White Cement”. J.K white cement works incorporates the technical expertise of F.L Smidth & Co. [...]
Filed under Brand Equity, Brand Identity, Brand Management, Marketing
Brand Identity : GEICO
The GEICO family of companies operates primarily in the private-passenger auto insurance market. This highly fragmented industry is one of the most competitive arenas of American business, as companies go to extreme lengths to maintain market share. Despite this difficult [...]
Filed under Brand Identity, Brand Management, Insurance, Marketing
Brand Identity : Guess Jeans
One name that has been analogous to denim wear is GUESS and it has truly revolutionized the fashion trends. Denim wear has evolved drastically in past years from its origin as basic work attire to a highly fashionable and profitable [...]
Filed under Brand Identity, Brand Management, Marketing
Extension Failure: Virgin cola
Many brands fail when they move into inappropriate categories. For instance, Harley Davidson Perfume proved to be an extension too far. Virgin, however, is one company that seems to be able to apply its brand name to anything. Although Richard [...]
Filed under Brand Equity, Brand Failure, Brand Identity, Marketing
Brand Salience: Nirma
Nirma is the only brand which my grand-mother can recall from her time and it is a generic name for her. From my grand-mother’s time to present time Nirma is able to sustain its position in the market and its [...]
Filed under Brand Equity, Brand Identity, Marketing
Brand Salience: Nokia
Nokia is a pioneer in mobile telecommunications and the world's leading maker of mobile devices. Today, they are connecting people in new and different ways - fusing advanced mobile technology with personalized services to enable people to stay close to [...]
Filed under Brand Equity, Brand Identity, Marketing