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Brand
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Brand orientation is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets. A product’s superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites.
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The Anholt State Brands Index is a method by which a state can take control of its reputation and learn how to ensure that their state brand keeps pace with the real progress they are making. It helps to measure the impact of major events, policy initiatives and investments in infrastructure such as:
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Henrik Ibsen’s religious drama, Brand, caused a huge stir when it was first published in Scandinavia in 1866. Although it was well received in Denmark, it was highly debated in Norway, Ibsen’s pious homeland. Ibsen wrote the play while on a self-imposed exile in Italy, which began in 1864. Although the play’s sources of inspiration have been interpreted in many different ways, it is likely that the work — like Ibsen’s exile — was a statement on Norway’s failure to join with its Danish neighbors in preventing Germany from taking two of Denmark’s duchies in 1864. The play was the first commercial and critical success of Ibsen’s and paved the way for his future successes, starting with Peer Gynt, which he published a year after Brand. Both plays are verse dramas — plays written in the style of a poem — a more literary but less common type of modern drama.
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Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise. The term brand name is often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.
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Brand equity ... can be "bought" by licensing the use of a strong brand for a new product. As in line extensions by the same company, the success of brand licensing is not guaranteed and must be analyzed carefully for appropriateness.
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The REMBRANDT(R) Brand equity is based in tooth whitening products. Personal Products Company has acquired all the consumer and professionally dispensed REMBRANDT(R) Brand products, including whitening toothpastes, whitening strips, whitening systems and mouth rinses.
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