Holistic Branding: Advantages
Mangaging your three brands (personal, business, product) as if they were one brand has several advantages: Ready Identification: By linking all three together, there will be cross identification and easy brand recall. Witness that Steve Jobs, Apple and the iPod are all closely linked together. As Apple's chief evangelist, Steve Jobs also periodically stakes his reputation that the company's latest product will be a category killer. The goodwill that has been built around one major brand, can easily be translated into other brands. For example, successful entrepreneurs with a long track record tend to have positive responses even when they enter a new industry in which they have little experience. Consistency: By consistently demonstrating brand attributes in one area, it readily translates into other areas. Announcement by a spokesman from an established business brand, bring with it the brand's positive attributes, even if the spokesperson may not be well known. Impact: Building powerful brands allows messages to be delivered with impact. These can generate a posititve response from the consumers. This will in turn continue to build the brand, adding to it's brand intertia and increase the value of all three brands.
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