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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 (9 topics) Help
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  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 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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Branding Special Interest Group

Special Interest Group


Expert Tips - Branding Premium
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Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition

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
Access presentations, news and videos on each method: Register

A Service-Oriented View on Marketing

Service-Dominant Logic, Perspectives on Marketing

Martin's Trust Model: The Trust Matrix

Trust, Corporate Reputation, Corporate Branding, Corporate Image

Brand Stretching and Extension

Brand Management, Brand Identity, Global Brand, Meta Brand

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









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

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