The new brand is not a commodity unit, not a source of profit and not even an image component. Many business owners think that branding needs to increase their sales. This is the reason they go to experts who will work on a logo, filing, market research, come up with a story of a new brand that will hook potential consumers. All this, of course, is wasted, increasing profit by all the laws of marketing. Marketing. So where's the creation of a new brand? Nothing to do with it. To create a brand out of the subject of Commerce is like trying to revive the robot. Even if it will look and behave like living, it remains only a machine.

The new brand is Your personal way to make the world a better place, the idea that You are using your business to customers. If not, it is possible to make the brand recognizable, to increase sales, to create demand, but it is the work of a competent marketer. However, branding agencies often hide behind their years of experience and supposedly unique recipes in order to Jack up the prices for their services. In fact, really successful brands are not created with third party contractors, all the major companies have their own staff of brand managers, creators and marketers. Why?
Because branding is not naming and design, development of concepts, strategies and corporate identity. It is a continuous participation in the life of Your product, striving to make it better and give it its own unique character. What is called the uniqueness of the brand.

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  • A New Brand World

    Penguin. 2003. ISBN: 9781101200285,1101200286. 240 pages.

    What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson,...

  • Brand New Brand Thinking

    Kogan Page Publishers. 2005. ISBN: 9780749447090,0749447095. 224 pages.

    The way that the advertising industry operates has changed greatly in recent years. This volume seeks to pull together these new ideas - with suggestions on what to do in practical terms - into one "compilation" volume. Each chapter has been contributed by a different expert who has something to say on the traditional themes of strategy, research, creativity and collaboration. In an age of information overload, the aim of the work is to provide a short-cut to the thinking and encourage the...

  • New Brand Leadership

    FT Press. 2015. ISBN: 9780134194516,0134194519. 250 pages.

    New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce...

  • A New Brand of Expertise

    Routledge. 2012. ISBN: 9781136432095,1136432094. 200 pages.

    A New Brand of Expertise uniquely clarifies the dynamics of the red-hot "free agent" workplace and teaches the new skills and employment strategies independent professionals must master to succeed. In today's quick and turbulent markets, companies often need specialized professional talent on an interim basis to solve specific business problems, a major trend creating huge opportunities and an alternative career track for many professionals. A New Brand of Expertise clarifies for independent...

  • The New Strategic Brand Management

    Kogan Page Publishers. 2017. ISBN: 9780749450854,0749450851. 560 pages.

    Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, with dedicated sections for specific types of...