It is wise to use the lessons that have been learned by others to develop a marketing strategy with branding advertising at the core. There are many strong brand names that have established themselves and what they stand for over the years. Brand establishment, recognition and loyalty are what the vast majority of companies aspire to achieve. While not all companies can achieve solid branding, it helps to consider the successful companies when designing branding strategy.
A brand seeks, and in many cases achieves, consumer loyalty. Copies may come and go but a solid brand should be able to retain and expand its market beyond the competition. There are obviously costs involved in developing a brand name and keeping it prominent within the market, but it is money well spent because when consumers immediately recognize the name on a shelf they often buy instinctively.
In the food and drink industry Coca Cola has been on the market for over 125 years. Its name is strong enough to allow for changes in product can designs without affecting the brand negatively. Recently, the cans have been redesigned as part of a collaborating with the World Wildlife Fund to help protect polar bears. The strength of the brand allows it to make such changes. Those still working to develop a brand do not have the same luxury. These newer companies need to select a design, logo, colors and font that will be constant in all branding and advertising so to not confuse the consumer.
Coca Cola has actually published a book with all the advertising and artwork it has used over the 125 years. It is coming from a position of strength that new brands have yet to achieve. Change is possible once a name is well established. While it shouldn’t need 125 years to be achieved, it is wise to focus on creating a strong brand from the start that can later continue developing.