Member Login | Site Search | Support

Advertisement
Scenario of Article Marketing
Why Outsource Graphic Designers, Web Programmer, Call Centre Agents, Telemarketer Staff, Virtual As
You Can Get Paid To Drive Traffic To Your Site?
Advice
Musicians, Put More Time Into Doing What You Love
An Effective Way to Cope with Being Dumped
Natural Treatment For Varicose Veins
Arts
Why Outsource Graphic Designers, Web Programmer, Call Centre Agents, Telemarketer Staff, Virtual As
A Helpful Hand
Scrapbooking: Creating memories on paper
Autos
Hitch Warehouse launches online store
Techniques To Help You Find The Right Wedding Car
Business
Now's the Time for Apple to Strike
16 Customer and Client Generating Tools For Recession
Dollars from Home with an Online Business.
Community
Origins of Christmas
$50Gs raised to probe BC dumpster dog's death
Greg Bachand
Entertainment
Scrapbooking: Creating memories on paper
NFL To Stream Sunday Night Games Live
Woodhouse Audio Visual Services and Rentals
Environment
Family
EXERCISE AND KIDS (PART-3)
When both parents work, do children suffer?
Kid`s Favorite Party Christmas Games & Ideas - Santa`s Best Xmas Jokes
Food
Increase Your Energy Level Naturally
Health & Fitness
4 Ways to Transform Your Relationship Now
Eye Problems Associated With Immunological Disorders
Adorage - Hyaluronic Acid is the Best Anti-aging Component in the Skin Care
History
Origins of Christmas
Hobbies
Musicians, Put More Time Into Doing What You Love
How to Bind Documents with Plastic Comb Binding
Secret Carp fishing Bait Recipes Formulation!
Home & Garden
Watch Movies Online For Free Downloads - Rent Movies Online - Streaming Movies Online - Watch
The Cadillac of Dog Beds - You will Also want to Sleep on It!
Quality Office Furniture Vs the Cheap
Internet
You Can Get Paid To Drive Traffic To Your Site?
Recession Proof Marketing Strategies For An Internet Based Business
Why Your Business Technology System is Critical to Your Success in your Real Estate Business
Miscellaneous
Communication Skills: Talk the Talk!
MY MANIA WITH FASHION BRACELETS
Tips
News
The Pentagon's Battle Plan Is To Go Green
Sacred Headwaters Campaign
Google PageRank Patent May Go Poof
Pets
$50Gs raised to probe BC dumpster dog's death
Aging Dog - How to Make Old Dog Comfortable
Poems
A Helpful Hand
All of God's children
Reference
The Master Key to Attract Men
4 Ways to Transform Your Relationship Now
8 STEPS TO STAY ABUNDANT DURING HARD TIMES
Relationships
An Effective Way to Cope with Being Dumped
How to meet men or women from the comfort of your home
How To Prevent A Break Up
Sales
Real Estate: It's a Buyer's Market!
Where To Buy Quality Swiss Watches
How to Easily Start a Motivational Speaking Career
Self Improvement
Age New Spirituality - The Open Secret ( Read It At Your Own Risk )
Bankruptcy Information - Repairing Your Credit after Bankruptcy
Self-love is not Narcissism!
Spiritual
Can 10 Million People be Wrong about Meditation?
Origins of Christmas
Age New Spirituality - The Open Secret ( Read It At Your Own Risk )
Sports
Another Kind of Horse Brand: Business Branding in Equine Marketing
Serious Sports Fans Spend More Time Online
Carp Bait Making For Beginners And Cheap Big Fish Baits!
Technology
How to become a domain reseller?
"Insure" Yourself Against Computer Intruders - Your Flash Drive May Become Your New Best Friend
Serious Sports Fans Spend More Time Online
Travel & Tourism
Morgans mobile RV Service & Repairs
Vacation On the Great Highland Lakes
Caleta de Fuste Tourist Information
Add your Article

Another Kind of Horse Brand: Business Branding in Equine Marketing
11/18/2008 - By I. M. Andrews

Another Kind of Horse Brand: Business Branding in Equine Marketing

It's winter time, the breed inspection season has come and gone in North America, and along with it branding season.

Branding season for horses--NOT for horse BUSINESSES.

If you have any business or marketing background, or have done any reading on the subject, you have heard of branding in the business context. Let's take a look at what that actually is.

Brands on horses and other livestock in the Old West showed ownership. There was some level of claiming recognition for owning a quality animal, but primarily the point was to keep livestock from being stolen. Branding helped to legally retrieve stolen livestock.

In Europe, brands on horses were not an indication of personal ownership, but rather indicated the horses' affiliations with one of the regional registries.

That idea, which is behind modern-day branding of horses in European-affiliated breeds and some of the other breeds in North America is closer to the concept of business branding. In fact, it IS business branding for the individual horse breed.

So What is Branding Exactly?

It isn't a string of freeze-branded symbols or a set of moose antlers or other breed symbol. Those are likened to a business logo or trademark, but those things aren't brands in the business sense, either.

A brand on a horse signifies everything the breed represents: the quality, history, performance record, origin, and so on. A horse that carries a breed's brand mark ostensibly possesses all of the attributes of the breed, and is theoretically capable of performing to the standard established by that breed association. For example, when you see a horse with a Holsteiner brand (assuming you have familiarity with the mark), you recognize the horse as a Holsteiner. You immediately know a little bit about the horse's lineage, background, and the kinds of activities it might be good at.

That is why some registries require a physical inspection and approval of the individual horse before giving it a brand--the branded horse is a representative of the breed's identity, a walking advertisement. It makes sense for the breed organization to want to control the quality of those advertisements.

Likewise, a brand is the embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements and encompasses the set of expectations associated with a product or service which typicaly arise in the minds of people. (reference: wikipedia.org).

Logos and such--like brand marks--are a shorthand symbol for the brand. Those marks are meaningless until the brand is built.

Build Your Brand from the Ground Up:

As Chevy Chase's character, Ty Webb, says in Caddyshack, "Be the ball." Live the brand. Branding is everything you and your business represents. You establish a brand through the quality of your horses, your competitive record, the standard of service you provide to your clients, the manner of your business dealings, trust, your reputation. A brand is a business' identity. Consistency in all of these elements builds a brand.

Paradoxically, I am on the fence about whether to brand horses or not. Maybe just the bunny-hugger in my personality coming out, but I think branding hurts the animal.

For your horse business, definitely, branding shouldn't hurt. It might take a little mental stretching to grasp the concept, but the actual establishment and building of your brand need not be painful.

But one thing is certain: There is no end to the branding season for businesses!

-------------

This article first appeared in The Equine Business Edge, Equinnovation's free equine marketing and horse business newsletter. For more articles, information, and tips on horse business topics and equine marketing, subscribe to The Equine Business Edge at http://www.equinnovation.com/newsletter.