Branding

Branding Information
Branding


by:
Phillip A. Ross


BrandingOften the more a thing is discussed the less it is understood. Words have a point of diminishing return. That point is crossed when the effort to be clear and precise counts every tree standing, but misses the proverbial forest. Such is the case with branding. Because the idea of branding is all the rage, people are tempted to think that it is a new idea. It is not. It’s roots reach back into history.The Old WestLet’s go back to the Old West where brands were burned into the hind quarters of cattle. The thing branded was the cow, the product produced by the ranching endeavor. The brand itself was the twisted iron logo on the end of the rod that left its image or mark on the hide of the cow. Cows were roped, tied and branded in order to identify them, should they be stolen. The brand was a mark of identity, as it is in the corporate world.Some ranchers also used their logo as a welcome sign wrought in iron over the gates of the corral or over the road leading to the rancher’s home. Again, the brand identified the ranch. Some ranchers even got their cowhands belt buckles with the ranch logo to identify them as employees. And over time logoed merchandise began to pop up on boots, hats, shirts, etc.IdentityThe brand is essentially a mark of identity. It identifies the ranch or company, and has come to represent or suggest the values and character of the company, and of its leaders. The brand is associated with the character of the company, as well as its products.The early history of branding was always personal. Where does the ranch or company get the values and character that are associated with it? From its owners and leaders, and from their business practices. Branding as we know it today is the art of instilling and communicating the values and character of a company or organization through association with its logo. Psychology calls it symbolic association, and finds it to be foundational to the learning process. Symbolic association has deep roots in human experience and in history.Fish, Cross & SwastikaWe find that branding as a practice began very early in history. The sign of the fish and the cross were symbols used by the early Christians. Over time they became Christian brands.The Roman Emperor Constantine had a vision of a red cross in the sky before the battle of Saxa Rubra, October 28, 312, near Rome. He put that red cross on his shields and flags, branding the Holy Roman Empire for centuries.On August 7, 1920, at the Salzburg Congress, a red flag bearing the Swastika became the official emblem of the Nazi Party, as Hitler branded the Third Reich. While our emotional reaction to the Swastika is usually negative, both the fact and the intensity of our response to it points to the power of branding. Most people probably have an emotional reaction to the examples above. That emotional reaction is the aim of branding.It must be recognized that a branding effort does not always turn out the way the campaign intends. The cross was intended to be a symbol of derision, but became a symbol of grace and mercy. The Swastika was intended to be a symbol of the triumph of the Arian race, but has become a symbol of evil. In both cases branding was achieved, but not in the way intended.Of course, companies want the emotional association to their brand to be positive—even to generate an urge to splurge, or trust sufficient to sustain a transaction. But regardless of one’s personal reaction to a symbol, the fundamental mechanics of branding involve soliciting an emotional response to a symbol.There are two fundamental elements in the branding process. The first pertains to the symbol, the second to the association.The SymbolThe symbol itself must be familiar. The more the symbol or logo is seen, the more familiar it becomes. The most successful branding campaigns will have a lot of sustained media coverage and use a variety of advertising mediums. This does not mean that smaller campaigns cannot be successful, only that their success will be smaller. Familiarity is primarily a function of exposure.The AssociationSecondly, the emotional content of the association also needs to be familiar. Of course it is true that new desires and/or emotional content can be created. But the effort is both time consuming and risky. The result might be other than the desired effect.The more successful method for creating a symbolic association employs well-established and widely valued characteristics, like love, honor, truth, freedom, etc. Successful branding campaigns establish symbolic associations between their products and/or company and such noble characteristics. What is noble inspires people, and what inspires is remembered and discussed. It creates buzz. And buzz is branding’s engine.To discuss the art of branding apart from these foundational elements is to miss the forest for the trees. However, branding is more than a mere advertising campaign can accomplish because the symbolic association that needs to be made for the branding to be successful involves the core values and character traits of the company— its leaders and its business practices. Prior to branding, core values, character issues and company policies need to be determined, developed and deployed within the company. Because the process of branding reveals the values, character and policies of the company, those things need to be right, and be in place before they can be successfully revealed. Premature BrandingA premature revelation of these things can be disastrous to the intention of the branding campaign. To be branded as hypocritical and shallow is worse than no branding at all. Again, branding occurs when an emotional response—any emotional response— is associated with a company symbol. The art of branding is to solicit the right emotional response.So, what can be done to promote a brand? Begin by working to establish core values and character within and throughout the company. To be successfully branded is to be known widely for who you are. You want a great branding campaign? Be a great company. Aspire to the values and character traits of greatness and nobility. Herein lies the key to branding success.©2003 Phillip A. Ross About the Author
Phillip A. Ross, entrepreneur, freelance writer and owner of Business Specialties (www.business-specialties.com), lives in Marietta, Ohio, and provides identity products and promotional services to position companies and organization for substantial success.








©2005 - Presented by : http://homeincomeportal.com/mystory

Monetized Passive Adsense Income Websites

Limited Spots Avaliable. Space on our network for Adsense Income Websites Installation are limited. We can only fill 73  vacant spots on our network, therefore only 73 spots for  Adsense Income Empire Websites  is now open for subscription.

Build an Explosive Home Income with 106 Optimised Adsense Websites Located on 106 Domains across the World.

Everything is done for you.

Welcome to my Worldwide Adsense Income Portal.

Your Adsense Income will explode from these 106 Adsense Income Portals Worldwide that is installed for you.

No Hype, No Selling, just the plain facts you can see and experience. Your Adsense Income Websites are all Static Pages, (Search Engines love static pages) and they are located on 106 Domains on our Network, with Dynamic Unique Content and Live Keywords. Yes, we install for you 106 Websites all optimized to start building your Income 24 hours a day, 365 days a year.

Nothing For You To Do !!

Your Adsense Monetized Websites will build Income for you passively, due to the Magic of Google Adsense Infrastructure, we simply build, install and Host all 106 Websites for you on our Network.

Live Keywords

 Autobots grab keyword searches Live  from billions of search boxes as they are entered, and stuff them into your static pages.

You can see my  Worldwide Adsense Income Installation by clicking here. As you can see, with all these  Adsense Websites are hosted on dedicated independent servers and domains, on independent data centers all over the world. Instant presence, passive income generation, and hosted Live 24/7. Can anything stop you from exploding your Income from Home.

We have constructed State Of The Art RSS, Adsense Embedded Portals with Dynamic Content on Static Pages.

Since Search Engines love Static Pages, Your Adsense Monetized Websites are STATIC, embedded with Full Multi Dimentional Content.

You have 106 Full Websites on 106 Domains selling fulltime, hosted live on data centers across the globe.

Limited Spots Avaliable

Space on our network for Adsense Income Websites Installation are limited. We can only fill 73  vacant spots on our network, therefore only 73 spots for  Adsense Income Empire Websites  is now open for subscription.

After that, we will close subscriptions.

Nothing For You To Do ...

Every Website is installed manually for you, it takes 3 hours to install each of them, and server space on the Network is Limited.

Each Of Your Website costs in excess of $ 3,000 dollars in manpower direct cost, and we are exploding 106 of them just for you. Each of your Adsense Monetized Websites now have 5 levels of Dynamic Content.

You can instantly have an Adsense Monetized Website building Income for you passively with this installation.

Go ahead, click on any Continent in the World, and I have an Adsense Monetized Website selling Full Time For me. Every Website is a Full Retail Outlet, earning me a Full Time Income 24 hours a day, 7 days a week - 365 days a year.

Phase I - Live Dynamic RSS FEEDS. (See Above.) Top Sports Stories and Sports Headlines. The latest sports news from the most popular sporting events. This will have the Spiders crawling your Adsense Pages.

PHASE II - Direct Private Dynamic Content Pool, drawing from a content pool of 450,000 content data pools, covering every hot subject that is searched on the internet. Articles, recipes,jokes,famous quotes with more relevant and researched topics added daily. Refresh The Page, and your Private Autobot changes Title,Keyword, Category, Content.

Phase III - Dynamic Keywords. Your Satellite Portal is now drawing from a Dynamic Keyword Pool. You are competing with daily researched Keywords of Fully relevant Searched Keywords LIVE.

In other words, 106 surfers somewhere in the world are searching for something and 106 of your Portals is instantly carrying their specific Keyword Dynamically on your portal online.

PHASE IV - Dynamic Live Categories. Your Satellite Portals have Live Dynamic Categories that is embedded within your Static Pages.

PHASE V - Google Sitemaps. Everyone of Your 106  Adsense Monetized Websites are all sitemapped and is now a part of your Permanent Marketing Infrastructure.

This is a Permanent Infrastructure, and will develop a growing income for you. Google will have all your Pages crawled and indexed from these sitemaps.

Your Google Ads are setup on all 106 Satellite Portals. Once your Adsense Ads are crawled by Google, it will start displaying.

With 100 Million Buyers daily on the internet, we have built for you the Broadest NETWORK of Adsense Monetized Websites.

We are working to bring each of your Satellite Portals to the very Top of The Google Rankings, and generate Similar Results on all 60 other Search Engines Worldwide.

SUBSCRIBE  HERE