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© Wolfiewolf

Luxury brand names pull people like magnets and Montblanc, Alfred Dunhill and Cartier, subsidiaries of the Richmond group, have accused Aspinal of using their brand names and 'riding on their coat-tails' on Google search.

The company claims that the Aspinal bough adwords (search terms) containing the brand names of its premier products from Google and yahoo, and is using them to divert visitors to its own retail sites. The lawsuit says that, "The defendant's selection of adwords that are identical to the claimant's famous and distinctive marks takes unfair advantage of their reputation."

The laws regarding brand names, adwords and search engines are not clearly formulated and recently there have been many instances of smaller firms 'piggybacking' on big brand names to pull traffic to their sites.

© vancouverfilmschool

Cadillac has won brand design awards in more categories than any other car brand in the Kelley Blue Book's 2011 Brand Image Awards, which is a set of honors based on consumer perceptions of automotive brands. Winners are determined by a study that gauges the perceptions of consumers who are in the market for a new vehicle.

Cadillac won in the categories of Best Luxury Exterior Design, Best Interior Design, and Best Comfort. According to editors at Kelley Blue Book, the Cadillac CTS deserves most of the credit for securing the Best Exterior Design Brand award. According to them, this sedan is the car that put Cadillac on the design map. The positive consumer perceptions are really paying off for Cadillac, whose total US sales in the first quarter of 2011 increased 38% compared to the same period last year.

© OwenBlacker

Brand building is more than just paying for fancy logos and advertising in the local newspaper. The most important branding ideas that go beyond logos and marketing strategies are as follows.

For some businesses a slogan or a tag line is just something catchy that people hear and think it sounds cool. A brand building strategy would be if the business actually lived up to what the slogan says. A brand building idea is not just to have a slogan but to live it!

Every business advertises itself, but a good brand building strategy would be to give back to the community. Instead of advertising in a local daily, having a small article about the contributions made by the business to the community goes a long way in creating a positive brand image and identity.