Review: Branding Your Business by James Hammond Essay Example

everyone who is honest with themselves, their employees, and their customers.

One particular aspect that really caught my eye was that this book places a particular emphasis on building an impressive Brand Halo, which, according to the author, is deemed to be pretty vital. When we make certain decisions, certain bias plays a major role, one such bias is known as the 'halo effect', which is defined as the tendency to assume overall positive or negative characteristics in a person as a result of observing Just one or two positive or negative characteristics. In other words, if we experience one or two positive things about a certain brand, we tend to form a positively biased opinion on the whole brand.

Even famous Celebes like Tiger Woods, Opera Winfred etc don't get everything right and neither does Nikkei, MM, Mercedes- Benz etc. The way we think has an overwhelming effect on our actions, especially when it comes to purchasing and branding decisions, and many of these processes work at ten pseudonymous level. I Norte, It Is essential Tort a Drawn to put Tort senescent plus points in their operation to generate a positive vibe about them. And that could be the key to the success of the brand.

For instance, for a budding business firm that s planning to make it big, providing a remarkable customer experience and then relying on the halo effect could seriously end up giving an all-round positive impression of that brand. It is therefore suffice to say that emotions, with regards to branding, are a set of psychological arrangements that are formed and shaped in the mind and are triggered by

certain experiences. Thus, the key requirement for building a powerful brand is to identify and influence emotional triggers in the purchasing process that create positive feelings about the product or service.