A successful branding strategy is one that accomplishes what Coke and Apple have
done—it creates consumer recognition of what the brand (signified by its name,
picture, design, symbol, and so forth) means. Consequently, when marketing
professionals are considering whether a potential new offering fits a company’s
image, they are very concerned about whether the offering supports the
organization’s brand and position in the mind of the consumer. For this reason,
many consider branding to be much more than how the product is packaged or