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The new you: small retailers see growth from rebranding.

Article Excerpt
Branding and the use of recognizable trademarks and logos help consumers accurately identify the source of goods and services. They also protect a company's name and goodwill, which is critical to success in the retailing industry.

A brand is the combination of symbols, words or designs that differentiates one company's product from another. A brand is also the customer's perceived value and the company's major asset. Companies are valued more by their brands than their net tangible assets.

The corporate or brand identity of a company, regardless of its size, is the face the public sees and accepts for whatever it is. When planned well with superior visual elements, it allows the company to tell its audiences-customers, employees, shareholders--what it wants to say about itself and how it wants to be perceived. A good corporate identity will visually distinguish a company and its products and services from all others.

In creating a new brand, we must research every potential name to ensure that it isn't owned or trademarked by someone else. The process has to remain secretive, with only a few people involved on a need-to-know basis....

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