
Let's aim to create meaningfully different brands that are salient in people's minds - this is how to build Brand Value #BRANDZSA @Kantar_AME https://t.co/eHpnUnCu2d

- Increases recognition and recall
When your brand is sharp, distinct, and consistent, it becomes instantly recognizable. That recognition is what earns you clicks, referrals, and repeat customers. The stronger your brand memory, the easier it is to stay top of mind and top of choice. - Creates mar
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Brand Loyalists prioritize “more emotive and experiential qualities, like trust and service.”5 One of the standout words they use to describe the brands they love is “experience.”
Meera Kothand • Your First 100
In its simplest form the practice of branding is about creating differentiation, making one product or service seem different from competitor products. Brand values are the core beliefs or philosophy that a brand upholds, and which differentiate it from its competitors. Another way of characterizing a brand is by identifying its brand personality.
Catharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
the brand substitution test. If, in some marketing activity—an ad campaign, a viral video, a new product introduction—the brand were replaced by a competitive brand, then that marketing activity should not work as well in the marketplace. A well-positioned brand should be distinctive in its meaning and execution.
Kevin Lane Keller • Marketing Management, 15/E With Indian Case Study
Brands such as Coca-Cola, Apple, Nike, IBM, Virgin, IKEA, BMW, and Disney have become modern icons because they stand for things that people want—i.e., joy, intelligence, strength, success, comfort, style, motherly love, and imagination.