The Power of Branding

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INTRODUCTION

“Human civilization is dependent upon signs and systems of signs, and the human mind is inseparable from the functioning of signs-if indeed mentality is not to be identified with such functioning.” (Charles Morris)
According to the Charles Morris, human used to relying or remember a thing by it signs. It is the first impression and brings the most impact to a person. Therefore, it is important for a brand too.

A brand is a sign that represents a company and also the connection between company and the audience. A brand communicated through different way to its audience. It can be from what the audience see and hear, or it can be the feeling or perceptions of the audience after they experience it. (Melissa Davis, 2009, p. 12)

A brand has its storytelling and emotions to the audience. Once a company failed to give the promise and meaning to the audience, it brings negatives feeling and perceptions to the audience. Thus, it needs an effective way to lead to a strong brand which will involve on different type of branding. There are brand extensions, associations while co-branding is one of the most usual types of branding that used by company and familiar with. (Matthew Healey, 2008, p. 38) Co-branding is the way of joining two or more brands into a single product.(ChiranjeevKohli, Brand Channel, 2002)www.brandchannel.comsuch as Poh KongJewellery co-branding with Disney. (Fig. 1.1)Poh Kong comes out with Disney jewellery which attracts both adults and children. However, there are still having their advantage and disadvantages of the co-branding too. Hence, the objective of this write up is to identify the opportunities and threats that involved in the strategy of using company’s corporate identity as a vehicle for produ...

... middle of paper ...

...ohli, 2002. 2+2=5? A frame for using co-branding to leverage a brand. Find from research on co-branding [ONLINE]. Available at: http://www.brandchannel.com [Accessed September 2003]

Anon, 2012. Intel Logo [ONLINE] .Available at: http://www.famouslogo.us [Accessed 2012]

Anon, 2012. Dell Logo [ONLINE] .Available at: http://www.famouslogo.us [Accessed 2012]

Matthew Healey, 2008. What is branding? Roto Vision SA. Asia

Edward Russell,2010. The Fundamental of Marketing. AVA Publishing SA. Switzerland

Gwyneth Moore, 2012. Fashion Promotion. Building a Brand Through Marketing and Communication. AVA Publishing SA. Switzerland

Philips B. Meggs, 2012. Meggs’ History of Graphic Design. Fifth Edition. United States of America: John Wiley & Sons, Inc.

Anon., 2013. ELLE Magazine inspires with style. [ONLINE]. Available at: http://www.business.pinterest.com [Accessed: 2013]

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