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:
“... friendship ... is essential to intellectuals. You can date the evolving life of a mind, like the age of a tree, by the rings of friendship formed by the expanding central trunk.”
—Mary McCarthy (1912–1989)
“The role of the stepmother is the most difficult of all, because you can’t ever just be. You’re constantly being tested—by the children, the neighbors, your husband, the relatives, old friends who knew the children’s parents in their first marriage, and by yourself.”
—Anonymous Stepparent. Making It as a Stepparent, by Claire Berman, introduction (1980, repr. 1986)
“This brand of soap has the same smell as once in the big
House he visited when he was eight:”
—Louis MacNeice (1907–1963)