Alicia Mansuetti

Alicia Mansuetti - USA

Branding basics - Understanding what is a brand
Some people think their brand is simply their logo or their company name. Others think a brand is something that only big companies with large advertising budget can have or should pursue. It is true that many brands are known worldwide due to astronomical budgets. Their logos may be so popular that even a small child can identify them. Take Coca-Cola or Nike, for example. But how did Starbucks build a well-known brand without really spending much in advertising? What do you associate Starbucks with?