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The decline of branding

is branding dead?



9:36 pm on Dec 17, 2004 (gmt 0)

"The world, it seems, is disappearing beneath a deluge of logos.In the past decade, corporations looking to navigate an ever more competitive marketplace have embraced the gospel of branding with newfound fervor.

Since 1991, the number of brands on US grocery store shelves has tripled. Last year, the US Patent and Trademark Office issued an incredible 140,000 trademarks - 100,000 more than in 1983.

And yet there's something strange going on in branding land. Even as companies have spent enormous amounts of time and energy introducing new brands and defending established ones, Americans have become less loyal."


There are similar articles out there from well-respected authors. In the internet age - is branding dead?


11:57 pm on Dec 17, 2004 (gmt 0)

10+ Year Member


An interesting point. I'm currently in a frantic rush to wrap up loose ends in an effort to make sure my Christmas vacation (three day weekend) does not get interrupted. Please do check back - I've got some concurring as well as opposing points I'd like to make later on from home.


4:44 pm on Jan 16, 2005 (gmt 0)

i'd have to disagree as far as calling it dead. Branding is dead, huh? tell that to google...


5:07 pm on Jan 16, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

>> Another remarkable study found that just 4 percent of consumers would be willing to stick with a brand if its competitors offered better value for the same price. Consumers are continually looking for a better deal, opening the door for companies to introduce a raft of new products

Customers were always looking for better deals both quality-wise and price-wise...The trick with branding is to reinforce a sub-consicious belief that "Brand A" always delivers quaity widget for a Good Price .

>> Marketers looked at these companies and said they were succeeding because their brands were strong. In reality, the brands were strong because the companies were succeeding.

Very Very True!


6:12 am on Jan 18, 2005 (gmt 0)

mikec, I'd tell it to Google, 'cause they sure think their brand is unsinkable. And it is taking water fast.

Interesting observations, I am glad Sony products are selling cheaper, and I don't have to buy this "Sonny" stuff anymore :)


6:59 am on Jan 18, 2005 (gmt 0)

10+ Year Member

Branding isn"t dead . Its the companies that fails to tune in with the times, Internet is an excellent tool for augmenting branding both in offline and online wolrd . Google is succesful becoz it hasn"t diluted its "core competency"of its search business. Most companies after tasting success in one area fails to realise you cant be eveything to everyone ."Tintin" is one of the world most loved brand.Its brand ethos based on simplicity , uniqueness never went out of style.

Import Export

10:03 am on Jan 18, 2005 (gmt 0)

10+ Year Member

Is Branding Dead?

Marketing IS Branding. The two concepts are so inextricably linked that it is impossible to seperate them.

Answer, Is Marketing Dead?


11:23 am on Jan 18, 2005 (gmt 0)

10+ Year Member

More discussion on the subject here

To me brands will never go away - and therefore neither will the activity of branding. It might not always be called that. Brands are a coathanger hooked in piece of someones mind that you hang associations off either intentionally or as a side effect of that persons experience or both. Putting a product in a generic plain white box will not stop branding happening.

Brands are more important now than ever before. Talk to your nearest 6 year old and listen to them talk with each other.

Over the past few years there has been an economic climate that has meant some companies have focussed agressively on more short term and tactical approaches to help their bottom line in a difficult market. A lot of these companies will need to rebuild their brands.

Just because other disciplines are seen as just as important does not mean branding is less so.


3:13 pm on Jan 18, 2005 (gmt 0)

alek, is it really though? maybe in the tech/web design community. But the average joe thinks search and they still think google.

Import Export

11:29 am on Jan 19, 2005 (gmt 0)

10+ Year Member

From this seat, it sure looks like the majority of people view branding as a majical aspect of big business or understand it as much as the 'child' does in the second article linked out to.

Branding is NOT dead or going to die anytime soon. The need to sell a "Companies Product/Service", a "Companies Line", or "Product/Service X" will remain a priority for businesses and in effect they will need to market accordingly. In other words, until the death of product/service sales or a complete unimaginable revolution of the global economy (+society) happens, branding (producct/service/company marketing) will be very much alive. If you dont understand that basic element, there is no need to go on.

IMO: Both pages which were linked to above should be looked at as entertainment and nothing more.


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