A: Manuscript:”Hello my name is Rita Clifton, I am the chairman of Interbrand in London. If you are not familiar with Interbrand we are the leading brand consultancy in the whole world. We have a network of 31 offices and we are spread around 27 countries. We bring meaning into the word brand or as other may call it “logo”, brand to us, is considered a business most valuable asset.
Branding is really what can make a company great, and is important for any company no matter the size. But how is a brand born? It all starts with hype/trends, they come and go all the time, and right now you can really feel the Kanye West hype all over the world. People getting into fistfights, and camping out for days to get a pair of shoes. Never have we seen hype at the level it is at today, just one person can brainwash millions of people. You would think branding is easy but its really not. While this huge hype is going on what is going on with all the other brands that are not in this group. Well this is where consumer loyalty comes in and of course diversity. When beginning your branding you need something that will catch the consumer’s eyes, and you have to have a target group. Consumer loyalty comes over time, with your brand being loyal to your costumers. Lets take Coca-Cola for an example; they have been around for centuries they are still keeping us as the best global brand. They were founded 129 years ago, and when you think about it, its just a “coke” right? But if you really think about it, they promote it a lot, they have a broad target group and in their commercials they feature perfect family situations, Christmas, sometimes they go together with large clothing brands and designers and design special bottles. Yes bottles and this makes it sell even more, because now there is one more reason to buy Coca-Cola besides the soft drink itself.
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