Branding is the business buzz word. In fact, for some
firms it has taken precedence over strategic planning as being the
anchor point of how to make decisions, plan and act. But why all
the attention to something many think of simply as a logo? And why
should a roofing company invest time and money branding itself?
A lesson or two
The best way to begin to understand branding might be to define
the term "brand." Interestingly, it isn't defined universally.
In Kellogg on Branding, Tim Calkins, clinical associate
professor of marketing and co-academic director of the branding
program at Evanston, Ill.-based Northwestern University's Kellogg
School of Management, defines a brand as "the psycho-cultural
associations linked to a name, mark or symbol associated with