Branding

According to American Marketing Association, A brand is defined as a name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
Post It is a product of 3M and was launched in 1977. This was an entirely new product in the market. On year after its launch it raked in more than US $2 million in sales.

BRAND NAME - POST IT
TAGLINE - Organize and prioritize at home, school or the office.
LOGO -

Why this brand name?

Point of Parity - In a particular product category, the features that are similar between the product and its competitors. 

Point of Difference - In a particular product category, the features that differentiates a brand with its competitors. 

POP and POD of 3M and other sticky notes (Big Logonotes, Stick it or not notes, Sticky Notepads, etc) - 

Points Of Parity - 

1. Both are sticky notes.
2. Same target group.
3. Same pricing strategy.

Points Of Difference - 

1. Global brand.
2. Quality is better (Post It).
3. Comparatively more variants.

Brand Equity - 

According to American Marketing Association, brand equity is a phrase used in the marketing industry to try to describe the value of having a well known brand name, based on the idea that the owner of  a well known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well known name is better than products with less well known names. 

Brand asset valuator model - This model suggests that there are four key components of brand equity.

Energised differentiation - Measures the degree of which the brand is seen differently.

Relevance - Measures the appropriateness and breadth of the brand's appeal.

Esteem -  Measures the perception of quality and loyalty.

Knowledge - Measures the brand awareness.