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Taglist for "Brand Identity"

Branding On the Web: The Identity Dilemma
Dec 8, 2009

In recent times, the term ‘branding’ has achieved a certain synonymy with the humdrum of corporate commercialization. The construction of an effective brand identity is now a prerequisite for firms aiming to establish a well-grounded presence in an economically competitive industry. Traditionally, branding refers to the conceptualization of a unique (often aesthetic) identity that is capable of capturing an organization’s broad objectives and aspirations, whilst retaining that sense of glossy and sophisticated professionalism. While such an explanation is fairly accurate in an industrial context, it fails to account for the social dimension of brand identity- the idea that all brands are indeed, carefully tailored user-experiences.