From all the marketing concepts, the brand concepts is one of the most obvious, but also one of the hardest to explain and understand. As a branding Agency in Los Angeles, we get a lot of questions about brands from our clients. Is it a name? Is it a color? Is it a logo? It is in fact a combination of many things but, at Twelve12, we like to make clear to our customers that there is a distinction between a corporate brand and a product brand because the results that you get from branding a product or a company are very different.
There are many authors that have different brand concepts and that’s alright; to me it all comes down to two main concepts, the corporate brand and the product (or service) brand. Take “Kellogg” for example, and then “Froot Loops”. The corporate brand is “Kellogg” and the product brand is “Froot Loops” and if the company is big enough, then they will have product divisions or brand lines that will have their own sub-product line. Kellogg has many different brands that have nothing to do with cereal, such as Pringles, Famous Amos, Eggo and many others. Each of them has different types of products available for the consumer.
If at this point you are completely lost, you can think about it as a family. The grandfather will be at the top, then the mother and the father, the children and the grandchildren. They all come from the same “grandparent” but the grandchildren may be very different from each other.
This is interesting: think for a second that you want to buy cereal, you look at the options and you see a new brand that looks like something you may want to try, but you don’t know who makes it. Then you see the same new product with the “Kellogg’s” logo. You will find it easier to purchase the product if it is made by a brand that you have tried before and liked, even if you haven’t tried this new product yet. With an unknown corporate brand, you may not take your chances and instead go with your regular choice of cereal. Studies show that it is more likely a consumer will try a new product if they recognize the corporate brand.
This is why it is so important that you have a good branding strategy, as people will be more willing to buy your products or services if they recognize your brand. If you are looking for a branding agency in Los Angeles, give us a call today and find out more about Twelve12 branding. We’ll take care of your brand concepts as if it was our own.