The Intricacies of Branding

We all know the famous brands such as Adidas, Nike, iPhone, Apple and others. But what exactly is a brand and why do companies need to brand their products? Branding is a marketing strategy that involves creating a differentiated name and image, often by creating a logo and/or a tag line, in order to establish a presence in the consumer’s mind and attract and keep customers. It needs to be clearly understood that branding is not just a logo or a ...

What is all the fuss?

  If you have been following this blog you will have noticed that over the last month or so I have concentrated on the rare earth elements. But why? Well, the idea beind this was inspired by an article I read in the Sunday Times on the 31st October 2010, titled, 'China's new tradewall'. This has also been covered on the BBC website (http://www.bbc.co.uk/news/world-asia-pacific-11581288) By Nat [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0), CC BY-SA 2.5 (http://creativecommons.org/licenses/by-sa/2.5), GFDL (http://www.gnu.org/copyleft/fdl.html) or CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0/)], via Wikimedia CommonsThe ...