Three Types of Brands

Posted by Craig Johnson on January 26, 2011 Share

What type of brand are you trying to build? There are three types: Product Brands, Service Brands, Retail Brands.

  • Examples of Product Brands: Coca-Cola, Nike, Sony, BMW
  • Examples of Service Brands: Molly Maid, Geek Squad, a CPA, even maybe a Brand Identity house :)
  • Examples of Retail Brands: Kroger, the Gap, Chick-fil-a

It's important to know which of these you are and know how it affects how you build a brand.  Here are a few things to keep in mind with each of the three different types of brands.

  • Product Brands are built based on the experience one has with the product itself.
  • Service Brands are built on culture, knowledge and an experience one has with the people delivering the service.
  • Retail Brands are built on a mixture of both service and products, built on both products and experiences.

Which type of brand are you trying to build?  Answering that question is a critical component of building a strong brand that will support the growth of your organization.


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2 Comments

"Excellent, Craig. I just got a job as head of in-house design with a retail organization, so this was a well-timed reminder. Can't wait to get by and see the new home! Save me a shirt."

- Scott Fuller

"I am letting you know I am stealing this design + analogy. Like it and will give you credit. Thx sir."

- Roy

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