Branding

Knowledge Center

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

Forum - Branding   Discussions about Branding.   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 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 (...)           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 (...)           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 (...)           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 (...)           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 (...)           Strategic Benefits of Branding One of the major questions regarding establishing a proper branding strategy is: First, should we establish our own bran (...)         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? (...)

Expert Tips - Branding Here you will find 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 (...)

Resources - Branding Here you find powerpoint presentations, micro-learning videos and further information sources. 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 (...)   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  |  Brand Equity Model

Return to Management Hub: Communication & Skills  |  Decision-making & Valuation  |  Knowledge & Intangibles  |  Marketing

More on Management  |  Return to Management Dictionary  | 

This ends our Branding summary and forum.