Matthew Deslauriers's List: Brand Consciousness Survey

1) A strong brand makes your products recognizable.

2) A brillant tag line sticks in the minds of your potential customers. The most creative tag line I have seen in recent years is the "Ding" campaign for Southwest Airlines. Not only is it catchy, it evokes an auditory response, which engages more of a customer's senses than just a typical tag line. This one is right out of Pavlov's diary!

3) Customers see products with a strong brand as being more reliable and better quality than others. Nowhere is this seen more clearly than in the grocery store, where children argue with their parents over General Mills cereals vs a less expensive store brand, or in a department store where department labels sit untouched while the Liz Claiborne clothing racks are bare.

Many acquisitions are performed so the acquiring company can leverage the strong brand of their acquisition target. The most highly valued brand in the world is Coca-Cola, with an estimated value of $73M - more than most companies are worth in total.