Brand Champions of Tomorrow: Branding

Lindsay Della

Using GM's Saturn brand as an example, the author argues that today's brand represents far more than the identification of name and logo.

Brand Champions of Tomorrow Branding

 

Lindsay Della Northwestern University

One of the cornerstones of popular culture today, brands have pervaded American society predominantly because we embrace a consumer/capitalistic culture. Historically when the United States experienced overproduction of products due to technological advances, national advertising gained prominence because of its ability to explain what the products were and why one would want or need them. For example, prior to the turn of the twentieth century, as the United States experienced the Industrial Revolution, adverts began to differentiate manufacturers’ products by laying claim to unique, product-specific benefits. However, the...

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