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Copyright 2006
Cornell University.
All rights reserved.



Brands can focus on one product type

The power of a brand lies in its ability to influence purchasing. A successful branding program is based on the concept of singularity. It creates . . . the perception that there is no product on the market quite like your product.
(Ries & Ries, 1998)

The brand name of your product line should reflect the line's specific value proposition. It provides the customer with an easily identified theme or connection between your products and will increase product or brand recognition. With recognition, repeat customers and sales will increase.

Branding is a very powerful force in today's marketplace and you should consider whether and how to develop a brand. This is not a decision to take lightly. It takes a lot of time and costs a lot of money. Although the first step is to trademark a name, developing a brand involves more than just choosing the name.





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