The Advantages & Disadvantages of Branding & Identity

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The Advantages & Disadvantages of Branding & Identity

Advantage: Awareness
The harder a company works on its branding and identity, in most cases, the more awareness it creates. For example, Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with labeling in a foreign language and know it is a Coca-Cola product. The red color and shape of the bottle is an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product. This is branding and identity at its best.

Advantage: Consistency in the Marketplace
The more often a customer sees your brand in the marketplace, the more often he will consider it for purchase. If the brand and identity are truly kept consistent, the customer is more likely to feel that the quality is consistent and to become a loyal follower of the brand. However, this means that the product must maintain a consistency that reflects the image as well.

Disadvantage: Can Become Commonplace
Many brands strive to be No. 1 in the minds of consumers. For example, in many parts of the U.S., people request a Coke when they go to a restaurant, not necessarily meaning a Coca-Cola product, but any soda. While it is the goal of branding to become the standard, it is not the goal to become the generic term of a line of products.

Disadvantage: Negative Attributes
If a product or service experiences a negative event, that will become attached to the brand. For example, a massive recall or unintentionally offensive ad campaign can tarnish a company's brand and image, causing the company to need to build a whole new brand and identity to recapture its place in the market.

Source: http://smallbusiness.chron.com/advantages-disadvantages-branding-identity-23586.html