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BUILDING A POWER BRAND

Nike, Coca-Cola, Disney, IBM, BMW, Levi’s, Marlboro, McDonald’s, Mercedes, Sony, Xerox: what is it that these companies have that other brands don’t have? The answer, according to this article from McKinsey Quarterly, is all of the brand basics: a distinctive product, consistent delivery, alignment between communications and delivery, plus personality and presence. Though the article is a little academic, it outlines the five main benefits of a power brand, using companies like Disney and Nike as examples. And it explains the difference between a name and a brand. You might not be like Disney, with customers who have powerful associations with the brand that go back generations, but you can still benefit from studying the examples of many of the business world's master marketers. (You must register first, then click to the article. A pain the you-know-what, but worth it.)

Tue, 02 May 2000 12:30:14 -0700