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 (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?...      
  How to Create 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?...      



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

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This ends our Branding summary and forum.

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