While all of us would like to see a cure for this disease, the fact that the brand and its branding have been successful in raising both awareness and funding is a step in the right direction.
For a brand, or its branding, to succeed in life, it must be perceived as authentic.
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"We brand it with a branding iron, " said founder Steve Martocci.
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"He brought a brand new approach to branding and marketing, " said Esther Muller, an Elliman broker who runs an industry continuing-education seminar series for about 500 brokers a year.
At the c-suite level, the embrace for intuitive brand principles and the primacy of branding is whole-hearted.
The reason breast cancer awareness as a cause has taken hold is as simple as Branding 101: The brand's promise is simple to understand.
Last week Google came out on top in a survey by a British branding agency as the brand that most impacted people's lives in 2002.
The ability to identify that one terrific, specific thing that consumers want and need that sets a brand apart still remains an unequivocal branding advantage.
To begin with, I look at whether a brand is different in a way that people care about which, as any brand professional will confirm, is Branding 101.
Branding and Marketing the UltraViolet brand needs to be widely recognized by consumers and they need to fully understand the value it brings.
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Samsung has invested a great deal of resources in branding itself as a fashionable consumer electronics brand.
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Landor Associates, a New York firm that specializes in corporate branding, consulted with Citi on the brand change.
Applbaum sees a difference in branding a packaged good and a retail brand.
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The people responsible for the branding must be able to grasp the brand idea in order to execute on it clearly and brilliantly.
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This is bad branding in any circumstance, especially with a brand that engenders such emotion.
"The key to this business is understanding what branding is and choosing the right products to brand, " says Norman.
Successful scent branding in the hotel industry not only strengthens brand loyalty and produces repeat guests, but it also generates additional revenue from the sale fragrance products.
Once having come up with the idea, the next challenge is being able to communicate it across a broad array of branding channels, places where consumers experience the brand, the most important of which is the shopping environment.
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Not predictions, as I said, but simply a list of brands that will be interesting to watch based on what I, and lots of other branding people, believe goes into making a brand good and strong and capable of leading its pack year after year.
As Vice President of Branding for Highgate Hotels, Susan Jaques oversees brand strategy for a group of over 40 properties including the Paramount Hotel in New York City and the Parc 55 Hotel in San Francisco and takes on design projects in her role too everything from overhauling hotel lobbies to re-doing specialty suites.
It tightens and sharpens its branding expressions as appropriate, but the essential Pepsi brand idea is still on its original trajectory and its customers remain Pepsi-strong.
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"There's no branding, no labels and it's not about brand games and market presence, " she says.
Lisa Merriam is a brand consultant and president of Merriam Associates, LLC, a boutique branding agency.
For instance, you CAN correlate brand equity to pricing premium, and thus demonstrate real ROI in branding work.
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Simple in concept and brilliant in its branding, from retail site to online service, the brand's reputation--and its sales--have soared since its inception.
Anholt says nation branding means consistent policies "living the brand, " he calls it and making sure that every government agency is in lockstep.
The difference is that you are investing time, resources, and money into branding, marketing, infrastructure, all to create your brand against the existing vision and mission of the company.
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Seventh Generation employees swear by the company, the brand continues to win every award out there for sustainability and green branding, and Hollender, despite not being a formal member of the company any longer, remains a vocal and busy activist in the sector.
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For retail banks, which rely heavily on customers' inertia, branding is usually of a more defensive nature: a good brand keeps customers and might help banks to flog more products to them.
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Whether the brand is Ella Fitzgerald or Disney, Elvis Presley or Apple, the same branding rules apply.
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