A brand owning a term gives it consumer mind share that no other brands can easily replace.
Many brands think that they are branding, when in reality they are selling.
Do consumers need to be able remember brand logos and to draw them from memory for them to be good logos?
Let’s look at three famous brands that changed completely to understand that the branding journey is more than what we see today.
What qualities a brand name must have to work well and stand out in the crowded market?
