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:
“What is art,
But life upon the larger scale, the higher,
When, graduating up in a spiral line
Of still expanding and ascending gyres,
It pushes toward the intense significance
Of all things, hungry for the Infinite?
Art’s life,—and where we live, we suffer and toil.”
—Elizabeth Barrett Browning (1806–1861)
“Always and everywhere children take an active role in the construction and acquisition of learning and understanding. To learn is a satisfying experience, but also, as the psychologist Nelson Goodman tells us, to understand is to experience desire, drama, and conquest.”
—Carolyn Edwards (20th century)
“We should always remember that the work of art is invariably the creation of a new world, so that the first thing we should do is to study that new world as closely as possible, approaching it as something brand new, having no obvious connection with the worlds we already know. When this new world has been closely studied, then and only then let us examine its links with other worlds, other branches of knowledge.”
—Vladimir Nabokov (1899–1977)