Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.

Building a brand, cultivating its strengths, pruning its weaknesses, and making it more valuable to its owners is the bottom line job of marketing. Everything marketing does should ultimately work in concert to make a firm's brands more valuable. There are many different tactics and strategies that go into strengthening a brand name: advertising, promotions, public relations, and research and development, to name a few. While companies use these and many other methods to strengthen their brands' positions in increasingly competitive markets, how can they measure the return on this work? More precisely, how can a company determine the worth of one, or any its brands?

Putting the brand to a true test, the company can better judge how much that brand is worth and how much opportunity for improvement might exist.

While the brand strategy defines the message and mission of the brand, which may be a company, product or service, and how it should be perceived, the brand identity translates the strategic vision into a consistent image. A tangible concept that can be accessed through the brand name, the corporate identity and the verbal positioning.

Transported by an outstanding corporate design, an integrated brand identity system enables companies and their products to project their level of quality, reliability and value in the market in a very influential way.

A great brand identity company is a good idea to use because they can work with companies as a full-service agency, on a per project basis, or offers its graphic designers for interim management contracts at their locations abroad. The one-stop consultant can direct the entire brand identity process from strategy, concept, design, implementation to management. Agency services in the field of market identity include competencies such as:

? Brand identity system: directing the entire process from brand positioning, brand personality & associations, brand name to brand logo

? New corporate identity: strategic development and creative design of international corporate images

? Re-branding and re-design of outdated identities, brands and product packages

? Development and implementation of visual identities, brands, logos, iconic labels, ci design manuals, etc.

? Digital corporate identity: transforming static identities to dynamic new media brands

? Global corporate identity/brand management system: from consulting to digital solutions

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

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Google News Updated : Sat, 30 Aug 2008 12:25:52 GMT Sign of the times - BBC News San Diego Union Tribune Sign of the times BBC News - 1 hour ago As Russia and the West warn of a new Cold War after the Georgian conflict, the BBC's Humphrey Hawksley in Moscow tries to imagine what it would look like. European Union to Hold Urgent Meeting on Russia Voice of America last straw" for Russia Reuters New York Times - Financial Times - Wall Street Journal - Jerusalem Post all 333 news articles Publ.Date : Sat, 30 Aug 2008 11:10:28 GMT Comcast to Place a Cap on Internet Downloads - New York Times ABC News Comcast to Place a Cap on Internet Downloads New York Times - 3 hours ago By BRIAN STELTER Comcast, one of the country’s largest Internet providers, said this week that it would place limits on customers’ broadband usage. Comcast's Answer to ... InternetNews.com Critics Question Comcast Broadband Caps PC World CNET News - Wall Street Journal - ZDNet - InformationWeek all 386 news articles Publ.Date : Sat, 30 Aug 2008 09:08:14 GMT S. Ossetia to be absorbed into Russia - United Press International BBC News S. Ossetia to be absorbed into Russia United Press International - 1 hour ago TSKHINVALI, Georgia, Aug. 30 (UPI) -- South Ossetia says it will become part of Russia and host Russian military bases under a new agreement. Video: UN does have double standards RussiaToday Kremlin announces that South Ossetia will Times Online The Associated Press - AFP - Civil Georgia - New York Times all 6,104 news articles Publ.Date : Sat, 30 Aug 2008 11:01:52 GMT Hurricane Gustav Strengthens, Accelerates, Heads for Cuba, Gulf - Bloomberg BBC News Hurricane Gustav Strengthens, Accelerates, Heads for Cuba, Gulf Bloomberg - 1 hour ago By Patrick Donahue and Robin Stringer Aug. 30 (Bloomberg) -- Hurricane Gustav strengthened and picked up speed as it headed toward western Cuba and the US Gulf Coast cities ravaged by Katrina and Rita in 2005, after lashing the Cayman Islands with ... Video: Gustav Follows Katrina's Path CBS Some leave Gulf Coast ahead of likely evacuations The Associated Press Reuters - Minneapolis Star Tribune - New York Times - Northeast Mississippi Daily Journal all 6,069 news articles Publ.Date : Sat, 30 Aug 2008 10:40:06 GMT US Oil, Gas Producers, Pipelines Brace for Gustav (Update1) - Bloomberg ABC News US Oil, Gas Producers, Pipelines Brace for Gustav (Update1) Bloomberg - 1 hour ago By Margot Habiby Aug. 30 (Bloomberg) -- Royal Dutch Shell Plc and BP Plc plan to finish shutting oil and gas production platforms in the Gulf of Mexico and Enbridge Energy Partners LP will close pipelines as Hurricane Gustav gains strength and moves ... More volatility seen with hurricane, payrolls Reuters Airlines bounce as oil gives up early gains MarketWatch Forbes - DesMoinesRegister.com - CNNMoney.com - guardian.co.uk all 3,463 news articles Publ.Date : Sat, 30 Aug 2008 11:21:02 GMT Obama campaign buoyed by convention - Los Angeles Times ABC News Obama campaign buoyed by convention Los Angeles Times - 5 hours ago He sees an unusually strong jump in support after the carefully choreographed event in Denver. By Peter Nicholas, Los Angeles Times Staff Writer DENVER -- Amy Pearl is the sort of Democrat who made the Barack Obama campaign nervous. Look out, Palin The Hillary factor . . . Chicago Sun-Times Hillary supporters aren't bitter; they're concerned Chicago Tribune The Associated Press - CNN - Philadelphia Inquirer - New York Daily News all 8,528 news articles Publ.Date : Sat, 30 Aug 2008 07:00:48 GMT Experts: Silver lining for ‘viable’ Mitt Romney - Boston Herald Experts: Silver lining for ‘viable’ Mitt Romney Boston Herald - 8 hours ago By Edward Mason Mitt Romney - once a top contender to be John McCain’s running mate - may have suffered a bruised ego when he was passed over for the little known Gov. It's not Pawlenty, it's Palin Worthington Daily Globe Pawlenty, after the pick, another day at fair Minneapolis Star Tribune Post-Bulletin - Washington Post - Grand Forks Herald - CNN all 2,700 news articles Publ.Date : Sat, 30 Aug 2008 04:13:29 GMT Make Money With Blogs Display RSS Feeds on Your Website

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