On the topic of brand identity, Marty Neumeier, a well-known authority on this subject, once stated, “It’s not what you say it is. It’s what they say it is.” In essence, he meant that brands truly exist in the mind of the consumer. Brands are all about perceptions, all about how the public perceives and judges the goods or services provided by each company. And as a result, when a brand is first introduced on the market, even with all the most modern advertising and promotion strategies at work in your favor, it isn’t easy to influence consumer opinion. What’s more, once a brand has established a place in the market and built up a certain reputation, whether good or bad, it is even more difficult to direct that brand’s identity.

That’s because brands today live in a world in which consumers can share their feedback about a brand experience through a variety of mediums, anywhere and everywhere. Thanks to the Internet, communication has become an instantaneous and constant force. No longer do we need those so-called experts to tell us what is worth our time and money. Instead, we trust the everyday shoppers who have been given a voice and the opportunity to share their experience in a flash.

With all that being said, brands must still continually try to shape their image in order to attract new customers, as well as to keep the ones they already have. Still, whenever a company introduces new measures to improve brand image, you might find yourself asking, what were the motives behind this change? Really, it comes down to a question of hype vs. heart. Is this scheme merely a publicity stunt designed to increase market value? And who is setting the agenda – corporate heads crunching numbers from behind desks, or the actual customers, those to whom the brand actually means something?

For example, take the recent branding initiative by casual wear retailer Abercrombie and Fitch. The company has gained a lot of media attention in the past few weeks based on their latest move – an attempt to salvage their brand image by paying a certain reality show personality not to wear their clothes. While this maneuver may not reap many long-term benefits for the brand, it will no doubt cause a small ripple and, hopefully, help their back-to-school sales. But for all that, the problem remains – how much control does any brand actually have over its image? Come November, Abercrombie and Fitch may very well be asking themselves a familiar question, “What gimmick can we pull now, to drive Christmas sales?”

On the other hand, the world’s most popular soft drink company has taken this lesson to heart, and consumers have responded in kind. Their worldwide success is evidenced by the fact that they the second most popular page on Facebook, with over 33 million fans. Although a brilliant marketing strategy, the page did not originate within the company, but rather was created by two everyday consumers who happened to love the brand and wanted to start a Facebook fan page. With little effort at all, the page soon exploded to millions of similarly dedicated fans. And even though this may be an unconventional approach to managing brand image, the company has embraced the passion of those first two fans. They eventually transformed the customer-created Facebook page into their official page, thereby heightening their brand equity through a very human response. At the heart of this approach was a respect for consumers and their point of view – a principle that many other brands would do well to adopt.
bloglet
salontakeout
rss48
acandco
gody
wmjmarine
estia
ylxgear
123unblock
thedigitalmonkey
gameavtomati-roxkasino
foodnservice
ensureeconobox
123abetterme
sudasuta
megapickup
subbuskitchen
nnedi
finder
cccb
rox-rule
ausbethtechnology
macaucart
roachmediagroup
sanphamhanquocxin
stsro
breakingnewsandreligion
theplayfortuna4
onion
sbm
drawnstories
foxtalknewsletter
bomm
fulbright
voyager
danhotels
spinsheet
moljs93hj
archcomm
lndaily
addroid
sift
bravobet
quanta-camp
redeemmenow
anilmobilya
ppiracy
buratino-dou
downtownaustin
mobnativeads
nordicwalkingtaoverona
rusogni
toocharger
bimatek
fresh-ourgame
evansclarke
ffactor
zohsafinancial
nauka24
planetweb
fresh-special
mereobiopharma
messier51
minexcointalk
matt-edv
chromevox
jet-www
jggsdk
vavadastn
online-kino
astralware
www-sol24
palladiumboots
creativecarbon
tengzhihh
mfaoil
futuresharks
thepagepro
przetacznik
premalabo
oumed
southsideisd
stellardigital
168won
doomlings
encyclopediadramatica
bestsecret
precisionrifleseries
total777
aviationsuppliers
projectgreenhouse
feenicshosting
karafe
tableup
orientalfurnishings
wirelesswave
-shmexy
rondreis
hydraruzxpnew4af–onion
sbbs
xmmv18
rxmed
yourtube
eudaimedia
rsbi
csglaw
impallari
wellteen
tospafu
thackara
heritagecalling
rainbow-themes
chinasalestore
westerncoal
hotmodelsactress
voyjoy
framakey
doskaurala
nissui-kenko
suberic
casoo8
dollyandoatmeal
callista
rox-avtomaty
morpholioapps
dnsvela
chesscontrol
e-saude
uochb
voshod
americanhistoryusa
od9jastyles
brownliving
indo-erp
postageapp
fc-it
mua
brinkercapital
amazonclip
marduk
telkypiter
vezameanglija-airija
goodkeywords
inetdns
farmingfirst
sky-net
lifeismessyandbrilliant
1xbet444
apparelcandy
docopt
mwkj
hansetrans
zprostitutki-krasnodara
inai
smark
interactive-biosoftware
austinsymphony
viagramedicationwithoutrx
cfn
aldebran
3m
lcm
dotcommagazine
anacapamicro
werow
feikazan
korisnaknjiga
thelazygeniuscollective
edgeandnode
milareticonsulting
winalerts
firefly-iii
globusandcosmos
bristolwater
admrad
arc-com
fearlessjewellery
vanguard
assignmentsabroadtimes
blindhost
rannis
sandhyahariharan
myfresh-game
betapress
wildflowerfarm
samsungfoundation
ratucnc
nyctransitforums
bel
whatthekpop
hackersbakery
xbet-ofsite
agenjudi88
labapk
capitalgainsandgames
concordehotelsresorts
urduwire
kerbfood
n2g-iona
itv1
haisenzn
graysmark
bumpkinservices
benkuhn
dcfossils
conversionpattern
redetendencia
assemblywales
vivox
zenegy
bestusedtires
iglinks
haitangsoushu
iph
boundforpleasure
compoundcorebasin
rawle
githubusercontents
eduardolosilla
iskysoft
zenablers
yhgyzp
sprvfrm
serveradminz
petrokimia-gresik
sgp
freshfarm
lowesbuildandgrow
tecnicosaurios
zipbill
lospet
radio-fm
gorrissenfederspiel
rusmillion
instantservice
metroloads
cooknshare
cryptotag
keystone-xl
scavify
zkai-gr
kazino-s-otdachey
lwvc
lifetimebrands
sarwarecommerce
cjr
sol-id
jazga
bertlending
rjwatches
petpaws1
fieldsquared
ultraconect
ranker
redebanmulticolor
vr-
illumitrac
trycasetext
tr1
gambladvise
fush8
norwayslife
promotional-genial
mhealthnews
hyak
jasnita
beohost
ingsu
elektrodelo
thewellnesssociety
diplomy-onliness
pyramid-plastics
impuestoonlinerd
sugarman
gutierrezcarnelos
mgmgrandboxoffice
rox-vibe
fresh-zhk
japanesetube
apar
maxcazino1
haruth
tokyodaijingu
calculatorstatement
aait-sa
globalcsgo
masarus
bit
hannaundmartha
lotusoverseas
transavia-spb
planb
nbbees
fastbitscompamny
canvasartrocks
mediaglint
eshian
freeomovies
chorus
getpulse
nuevobancoentrerios
shxy
malditosnerds
thevirtualpeople
newskj
cozyhomeinvestments
preobrazovateli-spb
wildweb
sandyvr
satpro
carriebradshawlied
yaveofutbolbydirecttv
gundamevolution
vogt-tec
ora-ito
perchik-club
7dias
localwizard
wilmingtonapple
myindianjourney
dip
olimpe3ue
leading-medicine-guide
zargacum
jaipuria
ilesfuneralhomes
getfreshoffers
sourceofthespring
burgenwelt
drinsomniacs
townsendpress
subaru-china
pureaqua
virtualstafffinder
pcu
tuoluoy8
yldni
filegrab
tuitionfundingsources
zoneperfect
essachina
billigkaffee
vpnparadise
noticieroelcirco
meetme
dissentfromdarwin
jetcom
waterfordcouncil
chelseawolfe
aventer
fresh-com
sakaryamasajsalonuu
indrastra
colemanis
pharmacy128
cnhzxx
ctgapp
animalresearch
teenvideo
hqjyedu
sz-imc
325dzd
gnrclomid
bolovas
gloriousbrideofchrist
bereavementadvice
alley
ns-draco
emogn
sunderdeep
crochetpatterncentral
teilzeitreisender
mk-dev
roxpersonal
neiron22
freeiconshop
open-zfs
hsppr
ssc
blogsact
dns2go
swlacu
zoningpoint
granvillecounty
minormania
sccrim
emlblog
welltodoglobal
noithatkbg
ariegepyrenees
citragranproperti
televiaducto
hisoki
superleaguetriathlon
modhotel
tomato
schlueter-baumaschinen
ruffitup
tsuji
nghecontent
frg
dcpreservation
chinaelections
empirejustice
sunadnetwork
ceimaine
24beizir
ulbranet
mfaa
mavenlinkreports
textable
eclecticproducts
consolut
filmar-engineering
rgd
deeprecordingstudios
clickus
voryp
tojobcn
mashzavod-chita
fsserver
unoticket
loveread
aksw
mamiweb
henannews
jbims
holanews
teacher-chef
medd-spravki
greenbuilder
pharmacie
j-love
randstad
kleusberg
121generic
interquest
gophouseconservatives
radiochemnitz
realwatch2
weschools
good321
fresh-onlime
torrent-multfilms
unicreditcorporate
turathalanbiaa
astierdevillatte
rcswimax
fdlm
greenparty
kec-tt
fankave
video-referencement
partme
bnisyariah
cupi
canadagoosejacketsstore
1landscapedesign
bname
walaplus
whitelabledserver
bidbuysell
imagin
tzargrad
residentinsure
card2brain
referrallist
trueyou
kinohd-2021
skiwyoming
nuneatonandbedworth
zj
mrapple
frey-group
ip-54-39-130
mc10inc
anzhiy
xcsnorgonline
hoefliger
btwnodes
tv7
woodalls
perkinsaccounting
rhein
transportnye-kompanii
haifa
timesfortech
romanticvideo
fura
unlimland2
scix
deineitloesung
zugenyuan
jones
pasapas
bagelbiz
tunesat
rox-luxclub330
rundmc
filmonic
klevv
aladdinsgold
vulcans-azart-games
abiwebservices
fresh-latina
armsnab
herefordcathedral
damrcf
1xbet-08835
kuasakata
baldwinpark
milanofilmfestival
huongsachlaocai
originalvulkan
ulrich-kommt
techola
inha
slclktrk004
demonmusicgroup
deyga
pickc
leaderteam
phdcoding
len
rox-russia077
serverconnect
reparamovilescobo
onestro
bigidea
hotels-primorsko-goranska
takideh
hrefsolutions
custmts
buggyracoinzero
flexjobstoday
veristor
dipvtel
rox077
online-s-hub
mediatenor
freshoficial
mericschool
luxnetcorp
studies
movshow
javatester
krown
centralcogtc
luxautospb
phorn
hutzpah
luxairtours
edealsolutions
smatteo
pertronix
fresh-ruso
meupatrocinio
cococollection
aomorishokoren
meilleursjeuxo
mk-beta
showfilmfirst
cgb20
spravki-na
teen
experiencebeaumont
52life
dreams-travel
mathforlove
rootspbc
trackgo
thepeopleschemist
europeanzonexxi
vzotorp
baldandbeards
proxy-listen
kdx
tattookate
telugu-kathalu
ooboii
godlight
southwestcoastpath
oodvrs
mkn
webspeed
nudeteenphotos
filmshd
rockpool
aagaard-maskinudlejning
sparm
albionresearch
seaboardpark
connorsstate
audiencescience
sicafnet
avtovokzal-ekb
thedigitalprocess
hotels-hr
minatomirai21
jargon
girlspics
plymouthhousing
whatsbroadcast
7amz
dresserutility
mohawkaustin
malaysiasite
petersoncat
insa
verifile
cku-ciechanow
mega
frjonesandson
tszti
propelorm
webpalace
cfwillknow
vebtech
theoptimalcloud
xn--31t720bz9j7oo
tatar-inform
vinyosoft
skeyes
bdwebsite
getpczone
arnoldclarkrental
jumbosupergroup
rankerweb106
meemo
startartikel
spyautotech
27608818
compare-quote
ampl
libertysteelgroup
pesni-tut
muniao
rox-su
top10bestlenders
insta-games
u
itps
pillft
buildingapplications
red-
reinink
covasoft
1xbet-officialv
auto
suntime-co
gofaer
track123
amclinic
equipmentinvesting
jualbesibetonhargapabrikmurah
keywesttravelguide
allbanks
novamc
ordrecrha
safeb2b
zgkbh
fresh-zerkalo
vgsnake
fountium
gruppoequitalia
valentinesdaygiftseventsandactivities
protecmail
waylux
ingrandimento-del-pene
azprioritycare
roxtopru
superkhmer
ozak
answertrivia
hoodq
fresh-kom
wfqzf
voima
hydraruzxpnew4aff-onions
syndicateonline
freeteen
jadipolri
xn--b1akbac6aogdg0mc
initiatortool
foorquiz
alternatorparts
rjupdates
kdpress
gbec
dance-code
news-fedaka
mineconom
freshzoom
hnrku
landhost
mochibubbies
cannontrading
twesocial
99casoo
artuklugold
4edentallab
worldblast
technologyconversations
bank-holidays
gidraruzxpnew4af
ingushavtodor
vit-spb
behost
winprog
secretlinenstore
quantiumpsychology
rieju
starcons
innatthecrossroads
iceweb
hanyunv
sparkasse-hamm
brunomagli
devochki74
fregatten-jylland
robomania
zayanderoudonline
1001cuponesdedescuento
irisadam
stingrayboats
izhmash
positiveparenting
daluom
ufabetbet25
argo-ict
eventsbykl
tuicamper
accupointmed
freshkazino-limited
elasticsearch
cforia
biff
fresh-https
drzawaj
umg
souz-pribor
positiveluxury
longcoin
nfam
nejlevnejsi-keramicke-noze
kenfisher
librasd
friidrott
wifeblackfuckers
minusa
isgv
kodi-guide
macmule
bhavansbahrain
signzoneinc
freeojasalert
comnews-pod
alhwar
validurl
syque
hajamooo
worldcupadvice
clarkssummitu
zmanfishing
intimko
advanced-hindsight
cineforest
zcz88
myriadpayments
moviemaps
solaravm
apoyar
theartofsound
brazzers-o
ft22
cntgol
delphingrouphotels
uscomposites
stolki
vavada-s
sfmeble
qiqqa
att
imag-infra
fresh-123
gameavtomati-rox
videohub
kratomcrazy
activeservers
wcpclub
iw5edi
thejoyformidable
gems
hjploeg
rogersschools
fibroandpain
flashybabes
valveandmeter
costumbresmexico
cookieclicker3
thevoiceofblackcincinnati
nordictrack
joyce
skoda
freebuyertraffic
indodana
icrowdkorean
theencloths
bioenergylists
fameimpact
stignace
fresh-azart
unicorina
bhanendrajujharu
beibei839nr
istep
expertbeacon
comappli-dora-world
primmvalleyresorts
starizona
electricstudio
alpha-affiliates
bravofly
pravilnoekafe
monalisa-stitch
ippi
glcdigitalmarketing
raidlight
cyberistan
twsubber
pusherism
elkashif
roxtop
hanol-tec
gxdgroup
iaw
tucsonfcusecure
dc123
madlabyrinthstudios
eigen-art
xfsr
kalisport
menit
fairfaxwater
fresh-official
chwr7s8u
disputedking
sth-ulm
exedor
ox-18890
stiinformatique
thetravelmanuel
admakler
goldwaypublicidad
my-homeworkhelpersph
tforods
luoimg
ymrad5zqnimb
rsts
pololu
oivan
xnalytixs
madhubanindiancuisine
xn--b1addkdkdfzsb
earningwithblogging
svcmenu
aimegroup
48qk
curemaid
steroids
tamperefilmfestival
homeopatickaporadna
tapcheer
print2000
surfacecity
mepanews
expelledthemovie
criminaljusticeprograms
musicworks
d3git
lattice
fillamoda
dmecorp
kmvportal
msgattmex
odin
crackstreams
palass
olss
to-run
hunde-urlaub
karenbass
forevergifts
xinxing-pipes
solofulness
txvia
jmtour
omv
instazu
einrichtungsradar
gameonlinesa
uchitel-izd
raumtextilienshop
cecu
rosapteka24
siwanhub
raremetalblog
qyhengfu
campaign-center
rupor73
lixpert
huttonhotel
20tadalafil
ertmained
kupit-medspravku
elektrokirsch
fresh-4
passur
colormerad
topcoat
jannalis
vulkan-russia3
tajhiz-sanat
easybiztech
gakkai-web
kerryparsonsfoundation
topslenak
enadglobal7
vgbnd
enhancedcapital
tradesquare
josefsson
thuu
thebestlda
quaris
ivolabs
equallevel
icea
escipol
zegocover
timdesigners
orderviagra50mgtabs
sau
phpjs
as-united
eifair
chalumaal
deai-cafe
ourdedicatedserver
paneliniz
minicactpotsolver
lupo
gshost
rox-sitelicenced
instituto-ordenmerced
armtheanimals
va4a
leon-bets
dovu
italiatren
edisons
bolthely
leadsdubai
scpsaintsimon
lysaght
viapwronline
7cv
drillingmanual
klnews
sodomized
individualka-78
bigdatacenter
cambioeuro
vsync
daleyhost
prosebeforehos
prompol
superseeds
financialauthority
viking
atopwriteterchoice
nutri4verve
jet-pay
nebimoglhv39
jet-open
vialattea
xgraph
protein-house
sodika
valuebound
bluebirdcare
itthon
ehcg
wolfteamcoach
eyezwise
mcbutikken
fresh-official
flukerfarms
mspredom
mp3tube
floola
grupotelnet
xcelwetsuits
jooll
blowjobtrends
damascusknivesmaker
thedailynews48h
blinkux
skytorrents
leggett-immo
hablemosdeempresas
mk-stress
lasvegasliving
nxtgen
moromi
interceptmediapartners
roysbarbershopfl
24n
medihelp
ramseyclassroom
macg
haveaheartcc
bet-live
london-eating
giornaledipuglia
onetis
ogilvy
jura-basic
worldbid
usedcamera
netmaisnet
swarh
jet-
ironsib
wittwlmhpffsl
camshop
azura
foxgay
int-azure-api
fire-rox
inlandenergy
lovethelife
dendera
uguru
scottsofstow
thisiscooperstown
performanceauto
secure-mailcontrol
lordphoenix
indianhq
kikijj
hohotoon24
fitbanker
goodfellasclub
freetronics
paprikolu
3-omega
pulsethemovie
maxbet
kvip
marketizator
smbonline
determined
genericcialistabletsbuyonline
hotflushclub
digitalsattelecom
med-zakaz
usadailybrief
teemonster
maths-france
luisao
sw2000
putoline
hpool
creativesarabs
kfw-formularsammlung
hashtaginvesting
jlu
lk-21
mnemochain
kayak
izhufu
cigarworld
mamatenna
ginkandgasoline
datexcorp
breezeproduction
roxdze
ottawa-conventions
webkurs
rox-vibeonline
nudeuse
qualitel
hipmarket
allthingshealthnfitness
gatehouselaw
petsanddogonlinee
huerzeler
usaveinclinics
gazianteptube
ukipme
edenredcdn
main-ding
cnxiantao
wlnsport
techmon
freewarenetz
freshprofit
handicrafts
lfinfra
idcampssoccer
stayfareast
shentel
easydinnerideas
freshyourgame
amaxlcd
philips
123dvere
foxship
920-333-6
phuyen
nossorumo
ezshield
mtiou
irantec
sesso-
mesa
cierabank
grihshobha
your-server
mixcrix
pprbd
filmdaily
centershealthcare
playsound
indiatodaynewz
superoog
3zigzag777
telecentrum
backstage-marketing
yesbabyonline
pagetophitz