Brand Champions of Tomorrow: The Power of Brands

Susanne Champ

This article describes the essence and importance of branding as 'emotional equity'. She illustrates her thesis with examples from Starbucks, Virgin, Target, and Coca cola.

Brand Champions of Tomorrow

The Power of Brands

Susanne Champ

Think Coca-Cola. What comes to mind?

A certain shade of red, the white scripted logo, the shape of the bottle, the fizz and, perhaps, memories of drinking and enjoying it when you were a kid.

Now think of the competition. What comes to mind?

Having trouble? Maybe it's because the other brand does not evoke the same strong emotions or enjoy the same share of mindspace among consumers as it's biggest competitor.

In fact, you could probably conduct this same test with the same results on competing brands like McDonald's...

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