The document debunks five myths about branding, emphasizing that a brand is more than just a name and logo, and is essential for both large and small companies. It explains that branding is crucial for creating differentiation in any market and that consumers greatly influence a brand's perception. Furthermore, effective branding doesn't necessarily require expensive campaigns but involves managing every interaction and touchpoint with stakeholders.

1. PARKERWHITE.COM #HEALTHYBRANDING
5 MYTHS
ABOUT
BRANDING

2. People constantly use the
term “branding,” and it is
often misunderstood or
confused with advertising.
Here are 5 myths about
branding that are not true.

3. 1. A BRAND IS A COMPANY’S
NAME AND LOGO.______________________________________________________________
A logo and name mean nothing by itself. The logo and name are just
representations of the brand as a whole. The entire brand experience, a
collection of touch points and experiences, is what makes a brand. Effective
brand management requires paying attention to every interaction a brand has
with its stakeholders.

4. 2. BRANDING IS ONLY FOR
BIG COMPANIES WHO SELL
CONSUMER GOODS.______________________________________________________________
Brands are important for any company that wants to create unmatched
differentiation and give consumers a reason to buy other than price or features.
IBM, Intel, Oracle, and Cisco are all B2B brands ranked in the world’s top 20 most
valuable brands, according to Interbrand’s 2013 rankings. These brands have
intangible assets of “goodwill” that drive billions of dollars in value and market
capitalization. None of them have miraculously differentiated products – it’s the
brand that drives the value.

5. 3. PEOPLE DON’T CARE
ABOUT B2B BRANDS.______________________________________________________________
Regardless of whether you are marketing B2B or B2C, you are marketing B2P,
business to people. The decision-makers for B2B products may be in a different
context with different needs and values, but they are still people, and people
want to make the easy, safe, and right choice. Brands help rise above the clutter
and provide a clearer choice.

6. 4. WE ARE IN CONTROL OF
OUR BRAND.______________________________________________________________
The truth of the matter is that no matter what you do to control your brand,
consumers still largely shape your brand. Take for example, Nutella. They had
nothing to do with the creation of World Nutella Day, a holiday started by a
zealous fan. This is an example of consumers positively contributing to your
brand, but consumers can just as easily be a negative influence.

7. 5. BRANDING IS TOO
EXPENSIVE.______________________________________________________________
Branding isn’t a matter of multi-million dollar campaigns. It’s a matter of controlling
the brand experience and being mindful of how your brand is portrayed at every
touch point. It’s everything from the way your employees feel about your brand, to
the way your customer service hotline treats customers, to the way that sales reps
talk about your brand. Improving your brand could just be a matter of doing the
same things you’re already doing a little bit better.

8. ABOUT PARKERWHITE
BRAND INTERACTIVE
We position, build, and grow health, wellness, and active lifestyle brands to create
positive changes in businesses and people’s lives.
LIFE@PARKERWHITE.COM
(760) 783-2020
PARKERWHITE.COM
PARKERWHITE.COM #HEALTHYBRANDING