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If I were to ask you to name brands off the top of your head, what would be the first ones out of your mouth? Probably the usual suspects: Coco-Cola, McDonald’s, Nike, etc. What is it about these brands and their products that stick out in our minds? For starters, consumers’ favorite brands represent so much more than a beverage, food or shoe. Millions of hours have been spent in developing the brands’ attributes that consumers think or feel when they think of the services and products provided. Coca-Cola Individuals view Coke as the best of the soft drink (We like to call it “pop”) industry. Coke has been filling grocery stores, restaurants and vending machines across the world for more than 100 years. People buy it knowing exactly what they are getting in terms of taste and quality. With the exception of the “New Coke” failure in 1985, the company has maintained it’s brand and successfully adapted when it needed to. As more people became concerned with obesity, Coca-Cola responded with several types of Coke, like Coke Zero, that had no sugar and no calories. McDonald’s McDonald’s brand has also survived, and even thrived as people become more concerned with obesity in America. The fast food giant had more than $31 billion of systemwide sales in 2009. The next highest fast-food chain was Subway with $10 billion. McDonald’s has kept it’s spot as the world leader in fast-food because they are always looking to increase their offerings. They introduced healthier options once they were criticized and ever sued for their unhealthy menu items. When people became more concerned with saving money, they introduced the wildly popular “Dollar Menu” that other chains have since mimicked. The company has also done a great job with promotions, like the “Monopoly Game”. In their decades of existence, McDonald’s has become associated with bargain, ease and fun, while their competitors are always playing catch-up. Nike Nike found in athlete endorsement. They recognized that their products, specifically their shoes, could be great quality, but would struggle without star athletes showcasing them on the largest stages. Athletes, young and old, around the world wanted to wear the same shoes as Michael Jordan and use the clubs Tiger Woods used. Now Nike is linked to great athletes in almost every major sport; leaving consumers to think “If it’s good enough for them, it’s good enough for me”. Looking at the success of these brands it’s clear that providing a quality product or service is not enough for consumers. If you want your brand to grow and become an industry leader, you have to build a connection with your consumers. Your brand must be the first product or service they think of when it comes to the specific industry. If you successfully accomplish this, your sales will increase and your brand could become a force for years to come.

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