Coca-Cola, Las Vegas, the New York Yankees—these names alone are enough for the senses to kick into gear.
You can almost taste the Coke, see the lights of the city, smell the hot dogs and hear the crack of the bat. What’s more, you can visualize the symbols connected with the products—the familiar Coca-Cola logo, the casinos and the letters “NY” on the baseball caps. There is no mistaking them for something else because these are brands that have been built to make certain products, services or companies unique.
Another example of the importance of a good brand image is the Friends of Coal campaign. Since the campaign launched eight years ago, the Friends of Coal logo has become almost synonymous with the coal industry as it is seen across the country. A grassroots volunteer organization comprised of people from all walks of life who understand the importance of the coal industry to our state and its people, the organization’s goal is to educate the rest of the state and the nation about coal’s role in the economy, the culture and the heritage of the region.
