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The word 'brand' is a real buzz word in the world of commerce. Big brands talk of 'brand equity' and 'brand leveraging' on a daily basis. Coca-Cola attributes 50% of its value to brand equity, despite the fact that there is no commonly agreed method of measuring this.
A brand to us is a recognisable company, product or person. But a brand only becomes a brand when a growing group of people take it to their hearts as a means of self-expression. In these pages we explore what makes a brand successful. Our search covers our own geographical home – The North, home of many of the nations greatest brands. Enjoy...
Our first brand is by no means an international runaway success. In fact not many people have heard of Henderson’s outside Sheffield, but this particular product commands a customer loyalty that most organisations can only dream of. We discover why...