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Articles by Kjetil Jensen

opinion

Branding 102

In part one we examined the basics of branding. Now it's time to raise the bar:

Kjetil Jensen ·
opinion

Branding 101

A brand is, by definition, a name, a sign, a symbol, a design or a combination of these used to identify the product or service offered by one or more companies that separates it from others. The definition suggests that the consumer should be able to recognize a brand and what it symbolizes. Knowledge about the product is the primary key for identification. This again assumes that the customer has found some unique specifications in his brain that enables him to separate one brand from another.

Kjetil Jensen ·