Expanding Role of Brand
It was meant to make identifying and differentiating a product easier, while also providing the benefit of letting the name sell a second rate product. Over time, brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also for the company behind the brand. Today, brand plays a much bigger role. Brands have been co-opted as powerful symbols in larger debates about economics, social issues, and politics. The power of brands to communicate a complex message quickly and with emotional impact and the ability of brands to attract media attention, make them ideal tools in the hands of activists. Cultural conflict over a brand's meaning have also been shown to influence the diffusion of an innovation.
Read more about this topic: Brand Name Creation
Famous quotes containing the words expanding, role and/or brand:
“In expanding the field of knowledge, we but increase the horizon of ignorance.”
—Henry Miller (1891–1980)
“The role of the writer is not simply to arrange Being according to his own lights; he must also serve as a medium to Being and remain open to its often unfathomable dictates. This is the only way the work can transcend its creator and radiate its meaning further than the author himself can see or perceive.”
—Václav Havel (b. 1936)
“To a maiden true he’ll give his hand,
Hey lillie, ho lillie lallie,
To the king’s daughter o’ fair England,
To a prize that was won by a slain brother’s brand,
I’ the brave nights so early.”
—Unknown. Earl Brand (l. 67–71)