The sincerest form of flattery

Blogs Jason Cannon August 16, 2013

Brand identity is nearly as important as the brand itself.

Don’t believe me?

Open up a burger joint and call it McDonald’s. You’ll have a sternly worded letter from a corporate attorney before you get to the end of this sentence.

McDonald’s, for all its flaws, has built a strong brand identity through consistent marketing and consistent product delivery.

A Big Mac in California tastes the same as one in Wyoming and, aside from sales tax fluctuations, it costs almost the same, too.

It comes in the same size box with the same package markings and it’s handed to you by someone wearing the same style uniform.

Part of having an effective brand is knowing that regardless of where your goods come from, they’re all the same. That’s something McDonald’s has mastered.

The items inside the box are what the business is built on, but the branding on the box is the confidence-instilling vehicle.

That confidence is earned over years of product delivery but can be snatched away in a fraction of a minute.

According to the International AntiCounterfeiting Coalition, counterfeiting costs American businesses $200 billion to $250 billion annually.

Jason Cannon is Online Managing Editor for Truck Parts & Service.

You can follow me on twitter at @By_Jason_Cannon

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