When it comes to brands, there have been a plethora of studies and multiple opinions on the subject. But one thing is abundantly clear: Brands do matter—whether they are internationally known or only to people in your hometown.
There is a reason companies spend millions of dollars each year promoting and markeing their names, not to mention the amount of money spent in legal fees trying to protect a brand from being copied or turned into a commodity. Think Xerox, Kleenex, Coke, these are all brand names for a particular type of thing but, in some ways, because these companies have historically done such a good job in promoting their brand name they have become synonomous with the generic product they are offering. And, it’s not just the name that matters, it’s also the logo, such as Nike’s “swoosh,” or the symbol for most car companies, movie studios or sports teams to name a few.