A brand is a unique and identifiable symbol, association, name or trademark that differentiates one product, company or service from any other and is probably the most valuable asset a company can own.

Unlike a cow that can be branded in seconds with a red-hot iron, making a brand in the commercial world takes a lot of time and effort, and is much more than just a name or logo. Yes, a catchy graphic and memorable name are part of what makes a good brand, but a brand is also a reflection of how a company is perceived by its customers and the general public.

Brands must be carefully considered, shaped, and marketed to the general public so that, over time, customers come to associate certain qualities with a product or company. These can be both positive and negative, so the utmost care must be taken to protect and nurture a brand. Certain brands, for example haute couture houses, are synonymous with quantity, luxury and extravagance, while other brands are known for producing low-quality products.

Good brands can go wrong, but bad brands can change their image over time. An excellent example of a brand that has successfully managed to change public perception is the automobile company Skoda. Fifteen years ago, Skodas were known for being cheap, slow and generally shoddy vehicles, and were the butt of hundreds of car jokes, including such classics as:

“How do you double the value of a Skoda? – Fill up the tank!” and “Why do Skodas have a rear wiper? – To remove the flies that run into them!”

But Skoda, under Volkswagen ownership, reinvented itself and managed to make an impressive comeback, helped along by an advertising campaign that mocked its earlier unsavory reputation. As a result, the Skoda brand is now known for its good value and good quality cars.

If you’re looking to build your own company image, read up on branding tips and the latest marketing news. With the rise of the web, there are now many more methods that can be used to promote a brand and as the web evolves, it is important to stay up to date so that you can take advantage of the latest developments. After all, when it comes to building a brand, you don’t want to miss any tricks.