Branding & Identity

At CAM, creating, designing, developing and maintaining a brand (brand management) is both an art and a science. Advertising and design firms are hired worldwide to help companies determine their unique qualities or characteristics to align themselves in the marketplace whereby their personality can be "branded" into the consciousness of the media and the consumer.

A company's brand is their promise to the consumer - a promise of a certain experience when using their product or service. The company's brand is reinforced by all touch points to the consumer - the name, logo, tag line, colors, graphic design, web design, collateral and photography encompass all avenues where the consumer "experiences" the company and its promise.

In today’s increasingly global and hyper-competitive marketplace, branding is crucial for a company to differentiate themselves from their competitors - especially in the current economic environment. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), consumers still tend to prefer the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.


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