The Best Brands in the Marketplace

by Kim Lavine

What I learned from an QVC Vice President and Branding expert at a QVC product search.

The subject of his discussion was branding: how to build one successfully, and how to achieve maximum equity in it.

He began by showing us what he considered to be the best brands in the marketplace, and then the worst, using the difference to illustrate what worked and what didn’t.

The Best

Target made his list of top brands because the logo alone evoked the name of the company and all the associations that went along with it, and because it was so simple, uncomplicated and graphically pure. You could see it once, then close your eyes and conjure it up in your mind effortlessly; the same could not be said for most logos out there.

Top Brand Characteristics

Another distinguishing characteristic of the top brands was there ability to make an indelible impression on the consumer. There was no confusing the Target logo in the marketplace.

I compared the Target logo to my own Green Daisy logo in my mind and congratulated myself on intuitively creating a bold, graphic image that wordlessly evoked my company’s name and all the fun, happy associations that went along with it.

Top Brand Logos

Other successful famous brands included Ralph Lauren’s polo pony, which on its own had come to symbolize the essence of style, casual sophistication and class, and the iconic IBM logo, the importance of which can not be underestimated in the creation of a billion dollar company.

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