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The Price of Branding? From $0 To $211 Million

The Price of Branding? From $0 To $211 Million | Importance of brands | Scoop.it

Google spent nothing--Sergey Brin just opened up the free graphics app Gimp. Same with Coca-Cola--though John Pemberton’s bookkeeper drew the logo’s Spencerian script by hand. Nike famously gave just $35 to a design student. Which used to be an impressively thrifty figure, until Twitter picked up their ubiquitous bird for a mere $15 on iStockPhoto.

 

These, obviously, represent the low-end of what some of the world’s biggest companies have spent on their branding. The figures are from a list recently assembled by Stocklogos and Business Insider, which Trendland turned into a series of infographics. And if you think a company that spends nothing on their logo is a bit nauseating, wait until you see the opposite end of the spectrum.

Pepsi spent $1 million on their Obama-esque rebranding a few years back, and the BBC spent almost double that on a logo that basically just untoggled the italics button. But that’s nothing compared to the $221 million BP paid to make their oil company look like a new-age organic grocer--though maybe it was one of the few cases where we can all agree it was worth every penny. (It’s not clear from the stats here whether that $221 million was just for design services, or for the rebranding campaign, in which case $221 million is probably low.)

 

Alongside the more extreme spends, the $100,000 a close-to-bankrupt Steve Jobs paid Paul Rand for his profitless startup NeXT seems pretty close to market value.

 

See more here;

http://trendland.com/the-price-of-branding-infographic/


Via Niels Biersteker
Nimalan Sri's insight:

In this article it talks about some of biggest brands in the worlds. This article also talks in depth about  the brand and its image to consumers and how it shows the effect in the way of advertising their brand.  If the image of the brand needs to be changed it should show positive image to the consumers as it attract them towards it. It also shows some of the companies as an example to illustrate how much they spent on their brand image. For example Google spent $0 in 1998 where as to BP spent over $221 million to rebrand their image.

 

From you understanding of this article what’s your thoughts and what will you do to rebrand your image..

more...
Willicia Spider-Silva Vake's comment, April 3, 2013 10:50 PM
This article emphasizes the impact in which branding affects a business. The article uses some of the world’s biggest brands as an example and highlights specific manoeuvres that those brands have made in terms of branding. I think that it is important for any company to maintain its identity amongst its consumer when there is a transition period of rebranding.
Ravneel Chandra's comment, April 5, 2013 9:32 PM
This article looks at the ridiculous amount some large companies spend on re-branding their brands. Re-branding should always lead to attract positive outcomes, not negative, since customers have strong attachments to the brand image. Refreshing a brands image could mean the longevity of the brand or the death of the brand, a fine line of getting it right or terribly wrong. Consumer interaction is required to make sure that the re-branding will not surprise the customer but they can be comfortable with the subtle changes, whilst trying to obtain new customers.

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Rescooped by Nimalan Sri from Corporate Identity
Scoop.it!

The Price of Branding? From $0 To $211 Million

The Price of Branding? From $0 To $211 Million | Importance of brands | Scoop.it

Google spent nothing--Sergey Brin just opened up the free graphics app Gimp. Same with Coca-Cola--though John Pemberton’s bookkeeper drew the logo’s Spencerian script by hand. Nike famously gave just $35 to a design student. Which used to be an impressively thrifty figure, until Twitter picked up their ubiquitous bird for a mere $15 on iStockPhoto.

 

These, obviously, represent the low-end of what some of the world’s biggest companies have spent on their branding. The figures are from a list recently assembled by Stocklogos and Business Insider, which Trendland turned into a series of infographics. And if you think a company that spends nothing on their logo is a bit nauseating, wait until you see the opposite end of the spectrum.

Pepsi spent $1 million on their Obama-esque rebranding a few years back, and the BBC spent almost double that on a logo that basically just untoggled the italics button. But that’s nothing compared to the $221 million BP paid to make their oil company look like a new-age organic grocer--though maybe it was one of the few cases where we can all agree it was worth every penny. (It’s not clear from the stats here whether that $221 million was just for design services, or for the rebranding campaign, in which case $221 million is probably low.)

 

Alongside the more extreme spends, the $100,000 a close-to-bankrupt Steve Jobs paid Paul Rand for his profitless startup NeXT seems pretty close to market value.

 

See more here;

http://trendland.com/the-price-of-branding-infographic/


Via Niels Biersteker
Nimalan Sri's insight:

In this article it talks about some of biggest brands in the worlds. This article also talks in depth about  the brand and its image to consumers and how it shows the effect in the way of advertising their brand.  If the image of the brand needs to be changed it should show positive image to the consumers as it attract them towards it. It also shows some of the companies as an example to illustrate how much they spent on their brand image. For example Google spent $0 in 1998 where as to BP spent over $221 million to rebrand their image.

 

From you understanding of this article what’s your thoughts and what will you do to rebrand your image..

more...
Willicia Spider-Silva Vake's comment, April 3, 2013 10:50 PM
This article emphasizes the impact in which branding affects a business. The article uses some of the world’s biggest brands as an example and highlights specific manoeuvres that those brands have made in terms of branding. I think that it is important for any company to maintain its identity amongst its consumer when there is a transition period of rebranding.
Ravneel Chandra's comment, April 5, 2013 9:32 PM
This article looks at the ridiculous amount some large companies spend on re-branding their brands. Re-branding should always lead to attract positive outcomes, not negative, since customers have strong attachments to the brand image. Refreshing a brands image could mean the longevity of the brand or the death of the brand, a fine line of getting it right or terribly wrong. Consumer interaction is required to make sure that the re-branding will not surprise the customer but they can be comfortable with the subtle changes, whilst trying to obtain new customers.
Rescooped by Nimalan Sri from Brand Strategy and Management
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Strategies Successful Companies Use To Build A Strong Brand

Strategies Successful Companies Use To Build A Strong Brand | Importance of brands | Scoop.it
Over the course of our lives, we build loyalties to certain brands.

Via Rebecca Downing
Nimalan Sri's insight:

This Article talks about the diffrent strategies that succsesful companies use to build their strong brands. and the key steps behind to build a stong brand. 

 

The key important steps that I feel important having strong brand is Understanding the client, Defining the company voice and being authentic. If companies follow these three steps they are heading towards being successful ..

what did you gather from reading this article? and what would your key important steps be?



 

more...
breanna france's curator insight, April 1, 2013 8:07 PM

This is a great article on knowing how to market your brand to your consumers and anyone else invovled in this process. It shares how you must know what your customers want and how a brand affects many of us. It is so true in that we all have certain tastes, needs and wants from a prticulatr brand. So when going through the consumer decsion making process if a certain barnd has been marketed the right way, the consumer will grow to trust that brand and positively influence it by communicating the brand to others.

Kate Corkery's comment, April 7, 2013 5:40 PM
this article clearly gives a good outline on how to grow your brand and maintain it. As the article states brand loyalty is something that grows over time; even if the consumers dont realise it. this is one key reason for businesses to ensure that the effectively manage their brands. some key points to take from the article would be that a business needs to be focused, have a point of difference ( a strong selling point ) and be authentic - be yourself; no one wants to buy a fake product.. A new aspect that is coming into play to maintain a successful brand is using social media. its free, easy to use and helps to communicate and understand the consumers.
Daniel Armstrong's comment, April 7, 2013 8:52 PM
This article is pretty much saying that you need to give your brand a personality. To be unique and different in a way that is appealing to your consumers. Companies need to do research into who their consumers are and create a personality for their brand that suits them. Their brands voice also needs to be consistent so that they are not contradicting to themself in anyway or sound like someone else so that it makes it easier for consumers to create a relationship with their brand and get an idea of who they are as a brand. Brands also need to be focused and distinguish themselves from its competitors.