Branding 101: Building a Great Brand

(Ping! Zine Issue 13D) – It seems like everybody talks about “branding”, but what exactly is it? You probably know about the branding of cattle in the “Old West”. The rancher had his own, unique logo fashioned into a branding iron, and anything with that logo on it had been branded – it belongs to him. You would see the brand in the door to line cabins out in the middle of nowhere, and on a barn door in the big railroad cities that were destinations for the cattle drives. The bigger the ranch was, the more well-known the brand.   These days, branding is much the same – brand names such as Nike, Starbucks, Wrangler are all famous brands. Their logos are recognizable all over the world.

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