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Branding Tips to Increase Sales

Start-ups name choices or brand positioning.

Posted by Dale Berkebile on Mon, Jan 11, 2010

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Tags: Positioning, Brand Positioning, Brand Development, Naming

Toyota vs. Hyundai: Poor customer service speaks volumes about your brand!

Posted by Dale Berkebile on Wed, Dec 30, 2009

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Tags: Positioning, Marketing, Branding, Brand Loyalty, Naming, Corporate Identity

H1N1 or Why society accepts poor Brand Positioning?

Posted by Dale Berkebile on Fri, Oct 16, 2009

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Tags: Brand Building, Positioning, Marketing, Company Names, Brand Development, Branding, Naming, Marketing Psychographics

Is advertising the same as branding & positioning?

Posted by Dale Berkebile on Thu, Sep 17, 2009

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Tags: Positioning, Marketing, Logos, Creating Brands, Advertising, Branding, Graphic Design, Naming

Branding Strategy - Is Your Business Name Protected?

Posted by Dale Berkebile on Tue, Jul 21, 2009

A business name is often fundamental to its branding strategy. A lot of time, money, and thought can be expended while creating that business name. An often overlooked aspect of this process is protecting the business name when it is desirable to do so. Business owners frequently believe that because they have formed a business entity with that new name or filed an assumed name certificate that they are lawfully permitted to use the new name in their branding. This is an incorrect belief and may lead to problems in the future. The new business may need to change its branding or compensate another business for the damage to that business' brand.

The standards and requirements for a state permitting a business name to be used is different than the standard for granting a trademark registration. A business may be formed for tax, legal, securities, or other many other non-branding purposes. A business name used for those purposes is not used for branding and not generally publicized and warrants a lower standard in registering that business name. Contrast that scenario with a business name which is explicitly used in advertising and in connection with sales of goods and services to consumers. In that scenario, the business should analyze its trademark issues. Thus it may be prudent to perform a search and submit a trademark application on the new business name.

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Tags: Positioning, Branding, Naming

Brand Development - What does your company name say about you?

Posted by Dale Berkebile on Wed, May 20, 2009

Positioning your company in the market is an extremely important process where many companies fall-short or unintentionally position themselves weakly. Carelessly naming your company, products or services causes a long-term drain on your company.

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Tags: Positioning, Creating Brands, Company Names, Brand Development, Naming

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