Brand Value Versus Brand Recognition

October 13, 2008 by

I got an e-mail from a friend with a quote in it, and then I realized Tony Morgan posted the same thing a few days ago. It’s a quote from John Wang, the Chief Marketing Officer at HTC, in an article regarding innovation. Here’s what he had to say:

“Let me share with you how we think about brand. There is a very important difference between brand value and brand recognition. Brand value means something to the end user. Brand recognition, all it means is a bunch of advertising to make people recognize the brand name. At HTC we care about brand value, not brand recognition. Building brand value is like earning respect; you have to earn respect, you cannot buy respect. And the way to earn respect is by continuing to deliver innovative products and creating value for the market, and that has to be done time after time again. It is a journey.”

That’s certainly a challenge to the church. Are you just using brute force marketing, or are you delivering incredible experiences and products that lead people to admire and trust you? Ask yourself and your team this question as you prepare to serve your community.

Post By:

Joshua Cody

Josh Cody served as our associate editor for several years before moving on to bigger things. Like Texas. These days he lives in Austin, Texas, with his wife, and you can find him online or on Twitter when he's not wrestling code.
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3 Responses to “Brand Value Versus Brand Recognition”

  • Brice Bohrer
    October 13, 2008

    Agree. But only to a point. I have been in “secular” marketing and now Church. If you don’t have brand recognition, you will never have brand value, because no one will know who you are and you will go out of business. Your great values will go unnoticed. So I think it is a both/and. (and I hate that statement…I am more a black and white guy)

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  • LT
    October 13, 2008

    Thank you! That’s exactly what we need to hear. One is definitely harder than the other but it’s a much more worthwhile investment.
    What’s our end goal? What are we trying to build? Values will drive us. It’s not uncommon for our values to be completely different from our image. People want the real deal.

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  • Greg Shore
    October 13, 2008

    What is HTC? I’m feeling very stupid in even asking. I even looked at the Fast Company article and didn’t find an answer.

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