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What is Branding? Meaning.

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

Special Interest Group

Branding Special Interest Group.

Special Interest Group (582 members)


Forum about Branding.

Audio Branding: a Sound Solution?
WHAT IS AUDIO BRANDING? DEFINITION Audio branding can be described as the process of brand development and brand manage (...)
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🔥 NEW The COBRA Approach to Branding
Interactive and social media websites such as Facebook, YouTube, and Twitter provide unlimited means for internet users (...)
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Branding Quotes
A brand is the best feature of its products. (...)
1 reactions
Best Practices

The top-rated discussion topics about Branding. Here you will find the most valuable ideas and practical suggestions.

🥇 What is a Brand? Definition of a Brand
What is a brand precisely? (...)
5 reactions

🥈 What is a Power Brand?
What is meant by a 'power brand'? Is it equal or similar to a super brand? (...)
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🥉 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... (...)
3 reactions

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 categ (...)
1 reactions

Building a Global Brand from an Emerging Country
Many companies in emerging market countries have tried to successfully create brands in the developed countries’ market (...)
0 reactions

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 (...)
0 reactions

Luxury Branding and Inconspicuous Consumption
Since about a decade there is a rise of so-called 'inconspicuous consumption', referring to the affinity of elite consum (...)
0 reactions

Criteria for Brand Name Success
A major part of developing a successful brand is to select the appropriate brand name or mark. Avlontitis and Papastatho (...)
0 reactions

Strategic Benefits of Branding
One of the major questions regarding establishing a proper branding strategy is: First, should we establish our own bran (...)
0 reactions

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? (...)
1 reactions

Expert Tips

Advanced insights about Branding. Here you will find professional advices by experts.

Branding for Small Businesses. Tips and Principles

Branding, Small Businesses, Brand Management (...)

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 (...)
Information Sources

Various sources of information regarding Branding. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.

A Service-Oriented View on Marketing

Service-Dominant Logic, Perspectives on Marketing (...)

The Internet / Social Media Revolution

Social Media, Internet Strategy, Internet Impact, Digital Revolution (...)

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 (...)

Branding Cities: City Branding

City Branding, Branding Strategies (...)

Country Branding: Branding a Country

Country Branding, Place Branding (...)

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  |  Brand Equity Model

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