Member Login | Site Search | Support

Advertisement
16 Customer and Client Generating Tools For Recession
Mulitilevel Marketing Work At Home Business Money Making Opportunity
Three E-Zine Alternatives You May Not Have Considered
Advice
Musicians, Put More Time Into Doing What You Love
Natural Treatment For Varicose Veins
An Effective Way to Cope with Being Dumped
Arts
Why Outsource Graphic Designers, Web Programmer, Call Centre Agents, Telemarketer Staff, Virtual As
Scrapbooking: Creating memories on paper
All of God's children
Autos
Techniques To Help You Find The Right Wedding Car
Hitch Warehouse launches online store
Business
Quality Office Furniture Vs the Cheap
How to Bind Documents with Plastic Comb Binding
3 main things you shall know about Forex.
Community
Tips
The Pentagon's Battle Plan Is To Go Green
$50Gs raised to probe BC dumpster dog's death
Entertainment
Watch Movies Online For Free Downloads - Rent Movies Online - Streaming Movies Online - Watch
Woodhouse Audio Visual Services and Rentals
NFL To Stream Sunday Night Games Live
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
Does Muscle Memory Occur?
Adorage - Hyaluronic Acid is the Best Anti-aging Component in the Skin Care
New Devices and Asthma
History
Origins of Christmas
Hobbies
How to Bind Documents with Plastic Comb Binding
MY MANIA WITH FASHION BRACELETS
Musicians, Put More Time Into Doing What You Love
Home & Garden
NEGATIVE CALORIE FOODS
Aging Dog - How to Make Old Dog Comfortable
Tips
Internet
Make Money with your Blog
No Startup Fee home jobs- A few ideas
How To Make Your Web Site Popular - Fast
Miscellaneous
Mothman - Alien from another world, or a being from the spiritual realm
Communication Skills: Talk the Talk!
Hitch Warehouse launches online store
News
The Pentagon's Battle Plan Is To Go Green
American Airlines Drops Google Lawsuit
$50Gs raised to probe BC dumpster dog's death
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
4 Ways to Transform Your Relationship Now
How To Prevent A Break Up
A Look into Common Dog Names
Relationships
An Effective Way to Cope with Being Dumped
How To Prevent A Break Up
How to meet men or women from the comfort of your home
Sales
Where To Buy Quality Swiss Watches
Things you should keep in mind at the time of wood floor restoration
Stock Market Crash
Self Improvement
Pathological Gambling and Poly-Behavioral Addiction
Roger Revaks Book, Internal Vision: A Ten-Day Journey to True Happiness
Greg Bachand
Spiritual
Roger Revaks Book, Internal Vision: A Ten-Day Journey to True Happiness
Origins of Christmas
Can 10 Million People be Wrong about Meditation?
Sports
Another Kind of Horse Brand: Business Branding in Equine Marketing
NFL To Stream Sunday Night Games Live
Carp Bait Making For Beginners And Cheap Big Fish Baits!
Technology
How to become a domain reseller?
Add video to website - 7 tips and strategies
VoIP Phone Calls: Crushing Down On Phone Bills
Travel & Tourism
Sacred Headwaters Campaign
Caleta de Fuste Tourist Information
Barcelona Parks and Gardens
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.