Notables.

Quotes from industry leaders. *

"A brand for a company is like a reputation for a person."

"Study the public behavior of top stars and you can detect a keen attentiveness to brand value."

"Branding is everything."

"You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place."

"The idea of moving from a brand to a Lovemark means, for me, changing the relationship between the consumer and the brand. This change is from a rational decision to buy a brand to an irrational, passionate decision to be loyal to that brand. And you will find that, as the brand becomes a Lovemark, it will be forgiven for its mistakes. Lack of innovation, perhaps not always the best timing or the best price."

"We always believed in the importance and value of the company's trademarks. We are strong believers that advertising, marketing, runway shows and media exposure all work toward increasing the value of the brand and the trademarks."

"With the AOL brand – actually with any brand – I've found simple trumps everything."

"Leverage your brand. You shouldn't let two guys in a garage eat your shorts."

"Our success is a direct result of knowing how to market a brand and having the right people representing the brand."

"I've been building the Tr*mp brand for several decades and I've learned that having a quality brand is very much like having a good reputation. It's important to consider that fact, even when you are just starting out in business. Most people starting out don't even realize they have a 'brand'."

"Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands."

"Any damn fool can put on a deal, but it takes genius, faith and perserverance to create a brand. The financial rewards do not always come in next quarter's earnings per share, but come they do."

"There is no way we can ignore the power of branding in the world market today – so take the time to establish your brand carefully. Give it your full attention and realize that every detail and dynamic will be consequential. Once your brand name is recognizable, remember to avoid complacency."

"Apple is like a strange drug that you just can't quite get enough of. They shouldn't call it Mac. They should call it crack."

"The manufacturers who dedicate their advertising to building a favorable image, the most sharply defined personality for their brand, are the ones who will get the largest share of market at the highest profit."

"Instead of competing for a share of an existing market, Starbucks invented its own, heeding the advice of the economist Joseph Schumpeter, who wrote in 1939, 'It was not enough to produce satisfactory soap, it was also necessary to induce people to wash.' This is harder than it sounds; its one thing to foist a fad on people, and another to have a deep and enduring impact on their everyday customs and habits. Starbucks changed not just what people drank but how they drank it."

"The Mac is like the Catholic Church. It is cheerful, friendly, conciliatory. It tells the faithful how they must proceed step by step to reach – if not the Kingdom of Heaven – the moment in which their document is printed."

"When a logo is unveiled for the first time, people will have a flood of associations."

"People take ownership of images and define themselves through that. Fashion is a total reflection of that. Just because something is new, and I'm one of the few people who have it, that makes me superior. Once it becomes too common, then it becomes not cool. Some people are consoled by the idea that they have something that everyone else has, and that actually makes them feel like they belong. And then the trendsetters, like, they don't want to have anything that everybody else has, and they want to move along from that, and that dynamic is very fascinating. If you can supply something that stimulates conspicuous consumption, you can create something from nothing. And that's what a world capitalist society is about."

"You're not going to out-feature your competition. We're in an image-based culture, and companies have realized they need a lot more rigor as far as their identity is concerned."

"The original notion of the brand was quality, but now brand is a stylistic badge of courage."

"All brands are known for something, not a thousand things. Volvo is 'safety.' You have to focus."

"Our brand is, in essence, the litmus test for every business decision we make, and for the way we conduct those businesses. Because of this, our brand values and our corporate values must be consistent."

"It has always seemed to me that your brand is formed primarily, not by what your company says about itself, but by what the company does."

"Companies with strong brands therefore have a few enormous advantages in the marketplace: 1. The very best people want to work for them. 2. Their brands help their employees focus and make decisions. 3. Their brands motivate their employees to do more than they otherwise would have believed they could. Companies with strong brands succeed not just because their brands have a strong influence on an extenral audience of consumers, but also because their brands have a strong influence on an internal audience of employees, vendors, and distributors."

"Many entrepreneurs do not understand the power of branding and why one of their most important early tasks is to build their brand. For most organizations, their brand is their most important single asset. Entrepreneurs must be thinking about building their brand even before they receive funding and make their business a reality. Their brand is their presence in their customers' minds and if they have no brand, they have no presence in the marketplace."

"Brands are good. Profit is good. Profitable brands that satisfy real needs and improve the human condition are absolutely best of all."

"For consumer products and services, well-managed brands typically represent 50 to 80 percent of the entire value of their companies. And for business products and services, the percentages are less but still substantial – 20 to 30 percent."

"If something gets to be a billion-dollar brand, there's more going on than just a rational attachment. My feeling is that all the billion-dollar brands occupy a very special place in the heart among some consumers."

"Every organization has a brand – the only question is who will manage your brand. You or your competitors?"

"It can take 100 years to build up a good brand and 30 days to knock it down."

"Your brand represents your future earnings. Not managing your brand means you are not taking control of your future."

"You can't pretend to be one style of brand to your customers if you're a different brand to your people."

"Brands account for approximately 30 percent of the market capitalization of the S&P 500. The S&P's cap is about $12 trillion, meaning that brands represent about $4 trillion, on a pure stock market valuation basis."

"The brand is the amusement park, and the product is the souvenir!"

"First and foremost, it helps to have a CEO who understands the power of the brand."

"Research suggests that brands that engage consumers emotionally can command prices as much as 20% to 200% higher than competitor's and sell in far higher volumes."

"I think of brands as a promise to a customer."

"If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you." – John Stuart, former CEO of the Quaker Oats Company

* Individuals quoted are not clients or endorsees of the Brandwise Law Firm, P.C.

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