Branding

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Summary

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


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Strategic Benefits of Branding
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Branding Quotes
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Best Practices

The top-rated 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? (...)
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5 comments

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... (...)
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Expert Tips

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


Branding for Small Businesses. Tips and Principles

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A strong brand is key for a business to thrive in a competitive market. A brand signals intrinsic quality. Brands serve (...)

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Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le (...)

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Branding, Brand Recognition
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Branding, Brand Management, Power Distance, Brand Recognition
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Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly bec (...)

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Information Sources

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


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Country Branding: Branding a Country

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Video Introduction of Branding

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Lou Imbriano explains sports marketing (sponsoring) has a bad name in companies because a lot of people are doing it poo (...)

How Sponsoring Enhances and Supports other Marketing Elements

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Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, adve (...)

Understand the Basics Behind Sport Sponsoring

Initial Understanding of Sport Sponsoring
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Jennifer Aaker on Branding

Jennifer Aaker on Branding
Jennifer Aaker explains the difference between brand and branding: - "Branding" is just the tip of the iceberg (the mar (...)

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

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