Brand With Big ‘b’ And Small ‘b’
One is often confused what is brand—and more so brand with big ‘B’ or small ‘b’. For example what is Brand Microsoft of Microsoft’s brand? Keller in Strategic Brand Management gives an interesting explanation. Brand Microsoft is the brand identity of the company, which includes its image, its culture, the values, its tangible brand assets, intellectual property, human resources and relationships. Small ‘b’ signifies the visual identity of the organization—its logo, brand colours, slogans, brand architecture and taglines. Both the big ‘B’ and the small ‘b’ combine create total identity of the organization. Most of the companies focus on small ‘b’ aspect, while ignoring big ‘B’. It is important to understand the brand strategy has to be implemented in the total perspective.