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•Feature Article: See Growth From Rebranding - Why And When To Rebrand Your Company

Branding and the use of recognizable trademarks and logos help consumers accurately identify the source of goods and services. They also protect a company's name and goodwill, which is critical to success in the home entertainment industry.

A brand name is shorthand for the trust and goodwill that the company or organization offers to its audiences: customers, clients, employees or shareholders. A company is valued more by its brand than its net tangible assets. A good corporate identity will visually distinguish a company and its products and services from all others and create an emotional link with the consumer.

Compared with a private label, a brand name brings more perceived value. For example, teenagers will pay $80 for sweatpants with a Nike logo but far less for sweatpants with a different logo or no logo. They then perceive themselves as having more value. At a supermarket, the shopper will value Pepsi or Coke as having more value than a private label cola. The value of the brand is the difference that you'll pay between the commodity item and the item with the brand label.

Then why would a company change its retail branding? Why would it want a new name and logo? What value do they bring to a company that has been identified for years by another name and logo? Whether the retail chain is large or small, local or national, the reasons remain the same.

The reasons range from a company looking old and out of touch with its current product line to being acquired or merging with another company to having a name that sounds like that of a competitor. In other cases, a product looks generic and low quality.

Click Here To Download:
•Feature Article: See Growth From Rebranding - Why And When To Rebrand Your Company