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building a strong brand

Today many companies are competing to get space in our minds. Companies spend a tremendous amount of money on building strong brands. It is not just about making us aware of their logo, today it’s more about giving the brand a ”soul” and to load it with different values. Due to today’s globalization there is also interesting to look at it from a different cultural brand identity. To export a brand name into a new market abroad is not the same as just transferring your knowledge and believe it should work in another country and culture. A brand is consciously and unconsciously loaded with values, especially existing brand image. Like H&M, a Swedish apparel and accessories retail company that is very successful from building a strong brand im

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