Branding
It Just Keeps on Going and Going and …November 29th, 2008
Some companies know the importance of building a brand identity. Volvo is and will always be the “safe” car company. They own it. Energizer will own “long lasting” in the battery market forever because of their commitment to their brand identity.

The Energizer Bunny is a branding icon. But for the right reasons. He means that his battery is more powerful than your battery. At least that’s how consumers initially perceive it. What does Duracell mean to you? Do you have to think about it?
Most icons fail because they don’t really mean anything. There has to be a clear, easy message that differentiates you. Energizer is the king of perception when it comes to long lasting. But IS their battery the longest lasting? That’s a story for another day.

as found on http://www.brandidentityguru.com/wordpress/