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 a...