Oct
13
Brand Identity
October 13, 2007 |
Brand Identity
Most Businesses Have At
Least Brand Identity OR Goodwill;
Many Have Both
Brand identity means that the name, logo, a key product is instantly recognizable and is respected by a marketplace. And sometimes a buyer will foresee opportunity to exploit that brand identity in a new and different way - for example, the Heinz Corporation bought Weight Watchers NOT because they wanted to be in the weight loss center business but because they correctly perceived a lucrative opportunity to put the Weight Watchers name on frozen and pre-packaged foods sold via supermarkets. Goodwill is less tangible and less exploitable outside of the business’ core customers.
Tags: dan kennedy, dan kennedy marketing, Dan Kennedys, Dan s Kennedy, small business marketing, small business marketing ideas
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Oct
13
Brand Identity
October 13, 2007 |
Brand Identity
Most Businesses Have At
Least Brand Identity OR Goodwill;
Many Have Both
Brand identity means that the name, logo, a key product is instantly recognizable and is respected by a marketplace. And sometimes a buyer will foresee opportunity to exploit that brand identity in a new and different way - for example, the Heinz Corporation bought Weight Watchers NOT because they wanted to be in the weight loss center business but because they correctly perceived a lucrative opportunity to put the Weight Watchers name on frozen and pre-packaged foods sold via supermarkets. Goodwill is less tangible and less exploitable outside of the business’ core customers.
Tags: dan kennedy, dan kennedy marketing, Dan Kennedys, Dan s Kennedy, small business marketing, small business marketing ideasBusiness Essentials
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