There are three layers of branding your business needs to consider:
Product – The brands we associate to a product or service we can buy e.g.: “iPod”
Company – The brands we associate to a company we can buy from e.g.: “Apple”
Personality – The brands we associate to people who represent companies and products e.g.: “Steve Jobs”
The original conversation around branding started with “product branding”.
We saw the earliest brands like “Coke-a-Cola”, “Hoover” and “Marlboro” – Product brands that were so strong they built multinational companies around them. These companies shared the same name and brand identity as their product.
The second layer to come along was when the separation of “product brands” and “company brands” emerged.
McDonald’s was known as the company that sold products like Big Macs and McHappy Meals. Ford adapted and became a company that had many cars rather than just a Model T. General Electric, 3M and LG started producing many product ranges and had both strong product brands as well as company brands.