Branding

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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
  Branding Quotes
A brand is the best feature of its products....
     
 
  What is the Importance of Industrial Branding | B2B Branding?
Is B2B Branding, also referred to as Industrial Branding, important nowadays in business to business marketplaces? Why?...
     
 
  Branding Tips for Small Businesses
A strong brand is key for a business to thrive in a competitive market. A brand signals intrinsic quality. Brands serve to position the company in customer perception. With social media, branding is also a...
     
 
  Advantages and Cautions of Brand Extensions
A brand extension is a branding technique that relies on an established umbrella brand to bring a new product to market (Kotler & Keller, 2009, p. 139).
These are the main advantages of brand extensions:
  1. INCREASE THE LIKEL...
     
 
  Luxury Branding: Responding to the Rise of Inconspicuous Consumption
Since about a decade there is a rise of so-called 'inconspicuous consumption', referring to the affinity of elite consumers for discrete rather than traditionally branded luxury products. This change is driven by three factors:
  • First ...
     
 
  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 a Brand? Definition of a Brand
What is a brand precisely?...
     
 

Branding Special Interest Group


Special Interest Group

 

Best Practices - Branding Premium
  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?...
     
 

Expert Tips - Branding Premium
 

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
 
 

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of th...
Usage (application): Branding, Brand Recognition
 
 
 

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise the social prestige of its owners within a certain community or society.
Status brands are dif...
Usage (application): Branding, Brand Management, Power Distance, Brand Recognition
 
 
 

Brand Engagement of Consumers in the Digital Age

Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly because of an increased number of...
Usage (application): Branding, Brand Management, Marketing, Advertising
 
 
 

Brand Relationship Quality

A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitudes and perceived brand quality....
Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship
 
 
 

Focus Points in City Branding

Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool since the end of the twentiet...
Usage (application): City Branding, Regional Branding, Geographical Branding
 
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics are critical in the evaluation o...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization
 
 

Resources - Branding Premium

A Service-Oriented View on Marketing

Presentation about a service-dominant logic mindset in marketing, including the following sections:
1. Getting the logic right
2. Goods-Domi...
Usage (application): Service-Dominant Logic, Perspectives on Marketing
 

Martin's Trust Model: The Trust Matrix

An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for example, the abuse of public trust h...
Usage (application): Trust, Corporate Reputation, Corporate Branding, Corporate Image
 

Brand Stretching and Extension

Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many examples and contains the followin...
Usage (application): Brand Management, Brand Identity, Global Brand, Meta Brand
 

Steve Jobs on Brand Strategy and Core Values

In this video Steve Jobs gives a presentation on Marketing and Core Values. He argues that in this noisy and complicated world companies do not have m...
Usage (application): Marketing, Branding, Strategic Vision, Core Values
 

Branding Cities: City Branding

This presentation is about city branding. It explains how to successfully brand cities. The following sections are included:
1. Cities: The mothe...
Usage (application): City Branding, Branding Strategies
 

Country Branding: Branding a Country

This presentation is about branding a country or another geographic location. Next to the outline, there are several country-examples given. The follo...
Usage (application): Country Branding, Place Branding
 

The Internet / Social Media Revolution

Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014.
Great starter for a discussion, p...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution
 

Video Introduction of Branding

4-minute intro to what a brand is and what branding is.
We live in a brand saturated world. That is why it so important for your brand to stand o...
Usage (application): Initial Understanding of Branding
 

Introduction to Managing Brands

Presentation about brand management. Table of content:
MANAGING BRANDS FOR COMPETITIVE ADVANTAGE
- Brand Loyalty: brand recognition, brand ...
Usage (application): Brand Management, Brand Loyalty, Brand Equity
 

Sports Marketing needs to be done by Professionals

Lou Imbriano explains sports marketing (sponsoring) has a bad name in companies because a lot of people are doing it poorly and them make the company ...
Usage (application): Sponsoring Strategy, Sponsoring Implementation, Brand Management
 

How Sponsoring Enhances and Supports other Marketing Elements

Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, advertizing, etc., but can not rep...
Usage (application): Initial Understanding of the Added Value of Sponsoring
 

Understand the Basics Behind Sport Sponsoring

A sponsorship is a business contract between a company and an individual, a club, a team or an event in which the company provides money and equipment...
Usage (application): Initial Understanding of Sport Sponsoring
 

Jennifer Aaker on Branding

Jennifer Aaker explains the difference between brand and branding:
- "Branding" is just the tip of the iceberg (the mark, the name, the icon, the...
Usage (application): Jennifer Aaker on Branding
 
 

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

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