It was long thought that with the increased sharing of information enabled by the Internet, that brands would simply dissolve, and that identities would become lost in the glut of available information. However, that simply has not happened, and company brands are just as valuable today as they ever were, and perhaps more so.
The nature of brands
The reason that brands have survived and have become even more valuable to companies, is that they are far more than just symbols. Brands have the capability of attracting or repelling large audiences, because over time they take on a kind of personality which can resonate with large numbers of people. For instance, Amazon has a kind of personality which people recognize as being accessible, inexpensive, efficient, and very speedy. All these are desirable qualities, so the Amazon brand itself thrives, and continues to a people appeal to more and more people.
Brands can also include things that people believe in. One good example of this is when CVS recently stopped selling cigarettes, in an attempt to clean up their image, and make their brand seem more humanitarian and health conscious. Proctor and Gamble, which is the largest advertiser in the world, has stated that it will not advertise on social media platforms which don’t manage their content.
It’s also possible for brands to make missteps, and when that happens, their personality suffers, and consumers tend to avoid contact with those brands. For instance, take any of the recent security breaches which have been suffered by huge corporations, and you’ll find that in the aftermath, their company brand experienced significant setbacks. Any kind of policy changes or company direction which is out of step with the popular feeling, is likely to cause a company brand to be looked down upon and shunned.
Branding and company identities are much more than static symbols which are exemplified by a company logo. Their belief systems and company personalities, as well as a whole lot of other feelings, are all wrapped up and closely associated with specific companies. That makes it pretty likely that company brands will continue to be unique identities for the foreseeable future.