Branding

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Description of Branding. Explanation.

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 Special Interest Group Special Interest Group (597 members)

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Expert Tips - Branding   Why are Brands Often So Similar? Understanding Brand Similarity/Parity       The 22 Laws of Branding (Trout & Ries)       Status Brands: The influence of Power-distance Beliefs       Brand Engagement of Consumers in the Digital Age       Brand Relationship Quality       Focus Points in City Branding       Three Dimensions in How Global Brands are Evaluated by Consumers     Advance yourself in business administration and management

Resources - Branding A Service-Oriented View on Marketing   Martin's Trust Model: The Trust Matrix   Brand Stretching and Extension   Steve Jobs on Brand Strategy and Core Values   Branding Cities: City Branding   Country Branding: Branding a Country   The Internet / Social Media Revolution   Video Introduction of Branding   Introduction to Managing Brands   Sports Marketing needs to be done by Professionals   How Sponsoring Enhances and Supports other Marketing Elements   Understand the Basics Behind Sport Sponsoring   Jennifer Aaker on Branding     News about Branding         Videos about Branding         Presentations about Branding         Books about Branding         More about Branding       Accelerate your management career

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

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This ends our Branding summary and forum.