Vadim Kotelnikov    

Brand and Brand Management

What Brands Mean To The Consumer and How To Manage Brands Properly


Business e-Coach  Perconal Icon of Vadim Kotelnikov  Kore 10 Tips


In today's overcrowded and overcomunicated marketplace, being just excellent is not enough.

You must also be remarkable and rememberable.


Risks Perceived by Customers Brand Management Sustainable Competitive Advantage Strategic Brand Management Strategic Brand Management, The Importance of Brand



Your Brand Message Should Be

Your Brand Message should portray what you Unique Selling Proposition (USP) is all about. It should be:

  1. Clear

  2. Simple

  3. Well- differentiated

  4. Easy to remember

Your Logo should be:

  • simple

  • distinctive

  • intuitive... More

What Your Brand Is

  1. Your brand is a totality of the thoughts, feelings, associations, and expectations a prospect or customer experiences when exposed to your company's name, its trademark, or its products.

  2. Your brand is your company's reputation and, therefore, your promise of quality.

  3. Your brand is differentiated from competitors and delivers unique relevant benefits to your target customers. The greater your brand is, the more benefits it delivers to your customers than your competitors.

  4. If you wish to build a great brand, you must deliver on your promise every time, everywhere, in everything you do.


Advantages of Strong Brands

3 Classic Brand Lessons

learned from Jack Trout and Al Ries

"People want to express themselves through brands brands express a person's personality and the people they like to be with."


IDEO's Innovation Practice Tips

  • Think "verbs", not "nouns" in your product and service offerings so that you create wonderful experiences for everyone who comes into contact with your company or brand... More

Differentiation Strategy

Advantages of Strong Brands

Great Slogan: WOW Principle and 7 Features

Logo Design: Kore 10 Tips

Strategic Brand Management    Brand Equity

Differentiating Ideas    4 Steps of Your Differentiation Strategy

Positioning >> 7 Tips >> 10 Commandments


Knowing Customers

What Makes People Buy


Marketing Strategy

Synergistic Marketing

Marketing To the Subconscious

Buzz Marketing  >>  Success Stories

The 22 Immutable Laws of Marketing

Sell Benefits

Advertising    Public Relations Marketing


Lessons from Winners

Brand Management

e-Coach: 10 Success Lessons    A Drop larger than the Ocean

CimJoy  >>  CimJoy Guiding Principles

VK Personal Brand    Kore 10 Branding Story

Cimcoin-CimJoy Founders: Synergistic Auras

Coway Doongjin Corporate Identity and Logo

Customer Value Creation


Emotional Marketing  >>  Steve Jobs: Emotional Benefits

Rich Dad    Estee Lauder    Unisys Repositioning the Company

Advices for Seth Godin

Why Branding?

External: Branding seeks to distinguish your company, product or service from the competition and create a lasting impression in your prospect's mind.

Internal: Powerful brands increase employee satisfaction, loyalty, and achievement drive.


Brand Defined

According to the American Marketing Association (AMA), brand is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition." Technically speaking, whenever you create a new name, logo, or symbol for a new product or service, you have created a brand.

The Power of a Brand

Marketing is not a battle of products, it's a battle of perceptions. The power of a brand lies in what resides in the minds of customers what they learned, felt, seen, and heard about the brand as a result of their experiences over time.

Vadim Kotelnikov personal logo Personal Brand

In today's overcomunicated World and overcrowded marketplace, being just excellent is not enough. You must also be remarkable and and rememberable. You must create your personal brand... >>>

Differentiation Step 1 in Building Your Brand

Differentiation distinguishing your brand from all others is about the life and death of your brand. It is how your brand is born and how it may die if differentiation declines... More

Brand Equity

Brand equity  represents the marketing effects uniquely attributable to the brand and the added value endowed to a product or service as a result of past investments in the marketing activity for a brand... More

Strategic Brand Management

When you have a brand that works for people, you should work the brand.

"Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity."1 These concepts and techniques are to improve the long-term profitability of your brand strategies... More

Quality Is a Must

Quality is now expected by consumers and is ceasing to be a point of differentiation. When developing your differentiation strategy, keep in mind that quality is no longer is a differentiator in the world of marketing; it is a prerequisite. You cannot build a powerful brand without it... More


Positioning a company is a difficult task. While advertising is a creative task, company positioning must be developed from careful research about your brand. You must find out:

  • how the marketplace sees your company

  • how your customers see your company and what they value

  • what you know about your own company and the customer value it creates.

Positioning should be a foundation for action to design, manage and defend your brand. It should inform everything you do: what customer value you create, what you value, what's your sustainable competitive advantage, how you conduct your business, how you communicate and interact with customers... More

Color Psychology in Marketing and Branding

Colors are strong subconscious emotional differentiators. According to the University of Loyola, Maryland, color increases brand recognition by a whopping 80%... More

Business e-Coach Logo of Ten3 Business e-Coach

The logo of Ten3 Business e-Coach, a core component of  the Ten3 branding and differentiation strategy, was designed to meet the following criteria... More

Logo of Ten3 Business e-Coach by Vadim Kotelnikov

Success Stories Best Business Practices Amazon

Amazon: 10 Success Lessons has steadily increased its spending on advertising and promotion to make its brand stronger and build brand equity. "A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well," says Jeff Bezos, the founder of Amazon... More

Success Stories Best Business Practices Procter & Gamble

At Procter & Gamble, branding is almost everything. In the age of the Web, P& G turned the Internet into a device for listening to customers and for experimenting with its brands... More

Success Stories Best Business Practices Asian Home Gourmet

To stand out from the crowd and survive in Asia, let alone globally, the brand has to somehow convince the consumer that it is different and better. The brand strengths include personality; a combination of features and attributes; rational, emotional, and aspirational positioning strategies; excellent use of animation in demonstrating brand values... More

Success Stories Best Business Practices More Brand Management Case Studies and Success Stories >>>

Hashtag As a New Branding Tool

In today's Internet-powered and social media dominated World, hashtags emerged a new powerful branding tool. On social media web sites and applications, hashtag is a word or phrase preceded by a hash '#' and used to identify messages relating to a specific topic. The hashtag has gained prominence and wide acceptance since it was organically created by Twitter users as a way to organize messages into meaningful groups. Today, organizations and businesses use hashtags in more creative ways. For instance, Vatican used the hashtag #PauseForPeace to call for a truce in the wars happening around the world during the World Cup 2014 final match.



1. Strategic Brand Management, Kevin Lane Keller

2. Right Side Up, Alan Mitchel

3. The 22 Immutable Laws of Marketing in Asia, Al Ries, Jack Trout and Paul Temporal

4. Marketing Management, Czinkota Kotabe

5. 10 essentials to enhancing brand power, TheNonProfitTimes

6. How To Design for Your Brand in Canva