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Branding and Identity

Almost everyone in business worldwide is familiar with Federal Express (FedEx for short). In fact, you've probably already conjured up a variety of images, benefits, and services simply with my writing out their name. The familiar packaging, colors, and visual imagery of the company relates directly with your sense of what they are and what they do. This is because FedEx has a powerful brand identity. Branding is a critical issue for commercial Web site success.

New York University marketing professor Henry Assael defines a brand as more than just a product name or associated imagery. Rather, to be a brand, a name or image must have associated with it a set of product benefits, a visual package, and a set of support services such as a warranty or good technical support. Applying Assael's definition of branding to a business yields the following checklist of needs:


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