Startup Guide to Guerrilla Marketing. Jay Levinson Conrad

have earned brand name awareness. Get it in the print media, the electronic media, the internet, word-of-mouse, billboards, wherever you can. But get it as soon as you can. Waiting is the opposite of branding.

       Why Branding Is Important

      Marketers use branding to develop the perception, creating the impression that a brand has certain qualities or characteristics that make it special or unique. The following identifies some of those perceptions and their importance.

      • In a complex world, people gravitate towards brand names. The more complicated the world, the greater the power of a brand.

      • The more complicated the world gets, the more comforting the familiar will seem, and the better it will get for brands.