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Description of Branding. Explanation.


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Definition Branding. Description.

Branding is the process by which both a brand and brand identity are developed through selecting and blending tangible and intangible attributes to differentiate a product, service or corporation (See also: Corporate Reputation, Online Reputation) in an attractive, meaningful and compelling way. An association is being made between the (name of the) product and various values, images, awareness, recognition, qualities, features and benefits.

It is also described as the process of building a favorable image for a product or company that differentiates it, in the minds of prospects and end users, from other competitors.


Benefits of Branding. Advantages


One of the main questions in establishing a proper branding strategy is: Should we establish our own brand names or should we engage exclusively in reseller brands (private labels or own label brands? Medium-sized companies with limited resources and specialized knowledge may prefer to sell their products without having their own brand. However, there are considerable benefits of branding:

  1. Customer Loyalty: Branding gives company the opportunity to increase the amount of loyal and profitable customers.
  2. Corporate Image: Strong brands increase the corporate image, thus making it easier to launch new brands and obtain more acceptance by distributors and consumers.
  3. Product Identification: Brand names makes it easier for the company to process orders and determine problems.
  4. Segmentation: Branding helps the company to segment markets.
  5. Legal Protection: The brand name and logo of the company can provide legal protection of unique product features, which competitors may seek to copy.

Source: Kotler, P. (2003) Marketing Management: Analysis, Planning, Implementation and Control. 11th edition. Englewood Cliffs, NJ: Prentice Hall

Branding Forum (8 topics) Help
  Criteria for Brand Name Success
A major part of developing a successful brand is to select the appropriate brand name or mark. Avlontitis and Papastathopoulou (2006) developed a list of guidelines associated with brand name success:
1. Use many vowels (e,a,u,i,o,y) for making ...
  Benefits of Branding
One of the major questions regarding establishing a proper branding strategy is: First, should we establish our own brand names or should we engage exclusively in reseller brands (private labels or own label brands? This question is considered highly...
  What is Sub-branding? 3 Types of Sub-brands
An important type of branding is called sub-branding. It refers to the introduction of a subordinate brand that categorizes (part of) a product line within the whole brand system.
Sub-brands ...
  Global Brand Building from Emerging Countries: the Importance of Diasporas
Many companies in emerging market countries have tried to successfully create brands in the developed countries’ markets, but only few have succeeded (Lenovo, Tata and Natura are examples).
Kumar and Steenkamp (2013) have studied some emerging...
  What is a Power Brand?
What is meant by a 'power brand'? Is it equal or similar to a super brand?...
  Creating versus Modifying a Brand
If a brand exists, it's relatively easy to modify that, but it's much more difficult to create a brand......
  What is Brand Equity? Definition
What is brand equity and what is the strategic importance of brands to an organisation in terms of brand equity?...
  What is a Brand? Definition of a Brand
What is a brand precisely?...

Branding Special Interest Group

Special Interest Group


Expert Tips - Branding Premium
  Why are Brands Often So Similar? Understanding Brand Similarity/Parity - Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
  Status Brands: The influence of Power-distance Beliefs - Branding, Brand Management, Power Distance, Brand Recognition
  Brand Engagement of Consumers in the Digital Age - Branding, Brand Management, Marketing, Advertising
  Brand Relationship Quality - Branding, Brand Management, Brand Differentiation, Brand Relationship
  Focus Points in City Branding - City Branding, Regional Branding, Geographical Branding
  Three Dimensions in How Global Brands are Evaluated by Consumers - Global Branding, Corporate Reputation, CSR, Globalization

Resources - Branding Premium
Martin's Trust Model: The Trust Matrix - Trust, Corporate Reputation, Corporate Branding, Corporate Image
Steve Jobs on Brand Strategy and Core Values - Marketing, Branding, Strategic Vision, Core Values
Branding Cities: City Branding - City Branding, Branding Strategies
Country Branding: Branding a Country - Country Branding, Place Branding
The Internet / Social Media Revolution - Social Media, Internet Strategy, Internet Impact, Digital Revolution
Video Introduction of Branding - Initial Understanding of Branding
Introduction to Managing Brands - Brand Management, Brand Loyalty, Brand Equity
Sports Marketing needs to be done by Professionals - Sponsoring Strategy, Sponsoring Implementation, Brand Management
How Sponsoring Enhances and Supports other Marketing Elements - Initial Understanding of the Added Value of Sponsoring
Understand the Basics Behind Sport Sponsoring - Initial Understanding of Sport Sponsoring
Jennifer Aaker on Branding - Jennifer Aaker on Branding
Brand Stretching and Branding in a Global Context - Brand Management, Branding

News - Branding


Videos - Branding


Presentations - Branding


More - Branding


Compare also: Brand Personality  |  Brand Identity Prism  |  Unbranding  |  Cross-Branding  |  Unaided Recall  |  Brand Recognition

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