Eight Principles of Branding
by Landor's Nick Foley 

In its simplest form, branding relates to a product's or service’s ability to create a relationship with a consumer; typically, via an appealing promise. Tim Tam promises indulgence, Google ease of information, Maggi noodles convenience, and NRMA Insurance is cutting through with a unique promise to "unworry your life." Successful brands are anchored in propositions that are desirable, distinctive, and credible in the target consumer’s mind. A summary of the purpose of branding can be found in Walter Landor’s prophetic quote of 1964: “Products are built in the factory, brands are created in the mind.”
So, which brands exemplify outstanding branding and what are the unifying principles common to all of them?

This article was first published in Retail World, the voice of the $80 billion+ Australian grocery sector.

To read the full article, please visit Landor.com.