| The state government of Vermont has taken | | | | dealing with the company. |
| aggressive stepsto safeguard the state's brand | | | | Price factors into brand identity too. Without |
| equity. That's the monetarypremium attaching to | | | | looking atprice tags, we know that a certain item |
| tourism or products linked (honestly ornot) to this | | | | sold at Neiman |
| bucolic home of around 500,000 souls. | | | | Marcus costs more than the comparable item at |
| Does your company have brand equity? If so, | | | | Kmart. Buyersreason in the opposite direction too. |
| people placemore trust in your quality and a higher | | | | If they're notfamiliar with a brand and perceive |
| value on yourofferings than on a no-name | | | | the price as absurdlylow, they'll create a |
| competitor's. If so, the cachetof your brand | | | | bargain-basement image for the brand,while if |
| envelops any new venture you launch right | | | | they perceive the price as expensive, |
| fromthe start. | | | | they'llimagine what they would get on buying as |
| The general public believes "Made in Vermont" | | | | luxurious,aristocratic or masterful. |
| means "Made byhumans, not faceless | | | | After you invest in creating a brand for your |
| corporations." In contrast, accordingto brand | | | | company, don'tbe quick to change it. Chances are, |
| experts, "Made in Connecticut" or "Made in | | | | you'll tire of it yearsbefore the public does. |
| Michigan" add no extra monetary worth to a | | | | Repetition and consistency imprintyour company |
| product orservice. If a state can be more than a | | | | identity and image in the minds of potentialand |
| state, you can standfor something too -- do you? | | | | actual customers. Imagine how disturbing it would |
| In building and guarding a brand, think first about | | | | be torun across a yellow-and-red IBM sign in a |
| whatvalues you would like to stand for. Volvo has | | | | childlike logo, ora flowery, garden-themed ad for |
| linked itselfto safety, BMW to the driving | | | | the perfume Opium! With acoherent, stable brand |
| experience, Mercedes toluxury, Saturn to | | | | identity, you'll enjoy more repeatbusiness, greater |
| no-haggle buying. Marlboro stands forrugged | | | | customer loyalty, easier word of mouth |
| individualism, Hallmark for warm and | | | | andeventually lower marketing expenses. |
| thoughtfulrelationships, Steinway for | | | | You'll know your brand is worth something when |
| performance-level quality. | | | | you startseeing poachers, imitators and other |
| Brands also have a personality. Nike is confident | | | | unscrupulous typestrying to trade off the |
| andactive, Joe Boxer is kooky and unconventional, | | | | investment in your brand. It'sworth hiring a lawyer |
| Starbucks iscomfortable and cultured, Microsoft is | | | | to shoot off a cease and desistletter, where |
| geeky and no-nonsense. The personality is built up | | | | that's legally warranted. After all, ourfourteenth |
| not only throughadvertising but also through | | | | state isn't allowing folks manufacturing in |
| product design, display design, | | | | Indonesia to claim a Vermont connection. You |
| Web site design, a company's public relations | | | | should be theonly ones presenting themselves to |
| image and ofcourse customer experiences in | | | | the public as you. |