| A brand is a unique and identifiable symbol, | | | | managed to change public perception is the car |
| association, name or trademark which | | | | company Skoda. Fifteen years ago, Skodas were |
| differentiates one product, company or service | | | | known for being cheap, slow and generally poor |
| from any other and it's probably the most | | | | quality vehicles, and were the butt of hundreds of |
| valuable asset that a company can possess. | | | | car jokes, including classics such as: |
| Unlike a cow that can be branded in seconds with | | | | "How do you double the value of a Skoda? - Fill |
| a red hot iron, branding in the commercial world | | | | the tank!" and "Why do Skodas have a rear wash |
| takes considerable time and effort to achieve, | | | | wiper? - To remove the flies that crash into |
| and is far more than just a name or logo. Yes, a | | | | them!" |
| catchy graphic and a memorable name are all part | | | | But Skoda, under the ownership of Volkswagen, |
| of what makes a good brand, but a brand is also | | | | have reinvented themselves and managed to pull |
| a reflection of how a company is perceived by its | | | | off an impressive comeback, aided by an |
| customers and the general public. | | | | advertising campaign that made fun of their |
| Brands must be carefully considered, moulded and | | | | previous undesirable reputation. As a result, the |
| marketed to the general public, so that in time, | | | | Skoda brand is now known for good value and |
| customers come to associate certain qualities with | | | | good quality cars. |
| a product or company. These can be both | | | | If you're looking to build up your own company |
| positive and negative, so the utmost care must | | | | image, read up on brand advice and the latest |
| be taken to protect and nurture a brand. Certain | | | | marketing news. With the rise of the web, there |
| brands, for example high fashion houses, are | | | | are now so many more methods that can be |
| synonymous with quantity, luxury and | | | | used to promote a brand, and as the web |
| extravagance, yet other brands are known for | | | | evolves, it's important to keep up to date so you |
| producing low quality goods. | | | | can take advantage of the latest developments. |
| Good brands can go bad, but bad brands can | | | | After all, when it comes to brand building, you |
| change their image over time. An excellent | | | | don't want to miss a trick. |
| example of a brand that has successfully | | | | |