The power of brand properties

This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.

The power of brand properties

David TaylorBrandgym

In the increasingly cluttered world in which we negotiate our shopping, the logos, colours and designs of familiar brands act as welcome signposts through the chaos of the modern supermarket. This article argues that the properties a brand has built up over years are precious assets and changing them can be very risky.

The importance of brand properties, such as logos, slogans and colours, was vividly illustrated in a recent global survey we did with marketing directors from different sectors and countries1. A whopping 83% of respondents said such properties...

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