The Development of Brands and Branding Essay

1800 Words 8 Pages
In today’s world material goods make a big contribution to one’s image and social status. A wealthy, financially stable person could walk down a street wearing an old pair of jeans and a rugged tee shirt and be taken as a middle-to-low-class person. On the contrary, a middle-class woman could wear her only Custo Barcelona dress and carry her only Louis Vuitton handbag and be viewed as a being with excess wealth and prosperity. Brand images are significant elements of American culture, and they continue to make a statement as prominent products of graphic design. Brands are series of logos, names, slogans, designs, and/or sounds that communicate to people what the company, product, or service in question stands for. Though the main …show more content…
In these instances, the borrowed aspects of the brand image is not exactly copied, it is altered in some way. For instance, Nike’s “swoosh” logo is associated with Nike’s superior quality in athletic apparel and their dedication to fitness. Although it is not documented, Newport Cigarettes seem to have borrowed the brand image from Nike. The Newport logo, if reflected vertically and horizontally, is almost identical to Nike’s logo. Newport’s branding strategy could have been to incorporate fitness, athleticism, and health, all things that usually are not associated with cigarettes and tobacco, into the minds of their customers. Branding may occur in a variety of ways. Brand extension can happen when one brand has already been established. Once a brand is developed, the creators of the brand may wish to extend their repertoire of products, companies, or services by using their brand image for another product. For example, Adidas is most known for their sports apparel and accessories. However, through brand extension, Adidas now offers sunglasses, watches, and even cologne and body wash. Brand extension is a useful method when a brand image is associated with success or quality. If two new products were introduced at the same price and at the same time, but one had the Sony logo on it while the other one had a logo of a company that was introduced at the same time the product was introduced, more people would be more inclined to purchase the

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