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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

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Branding Special Interest Group

Special Interest Group


Best Practices - Branding Premium

Expert Tips - Branding Premium

Why are Brands Often So Similar? Understanding Brand Similarity/ParitySign up

Despite of the efforts of companies to differentia...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation

The 22 Laws of Branding (Trout & Ries)Sign up

1. The Law of Expansion: The power of a brand is i...
Usage (application): Branding, Brand Recognition

Status Brands: The influence of Power-distance BeliefsSign up

Status brands are brands that can inherently raise...
Usage (application): Branding, Brand Management, Power Distance, Brand Recognition

Brand Engagement of Consumers in the Digital AgeSign up

Edelman argues that nowadays people are connecting...
Usage (application): Branding, Brand Management, Marketing, Advertising

Brand Relationship QualitySign up

A lot of research has been done to consumers’ bran...
Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship

Focus Points in City BrandingSign up

Although most people are used to products and serv...
Usage (application): City Branding, Regional Branding, Geographical Branding

Three Dimensions in How Global Brands are Evaluated by ConsumersSign up

Holt et al. (2004) researched how people evaluate ...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization

Resources - Branding Premium

A Service-Oriented View on MarketingSign up

Presentation about a service-dominant logic mindse...
Usage (application): Service-Dominant Logic, Perspectives on Marketing

Martin's Trust Model: The Trust MatrixSign up

An important determinant of the reputation of your...
Usage (application): Trust, Corporate Reputation, Corporate Branding, Corporate Image

Brand Stretching and ExtensionSign up

Presentation that is mainly about Brand Stretching...
Usage (application): Brand Management, Brand Identity, Global Brand, Meta Brand

Steve Jobs on Brand Strategy and Core ValuesSign up

In this video Steve Jobs gives a presentation on M...
Usage (application): Marketing, Branding, Strategic Vision, Core Values

Branding Cities: City BrandingSign up

This presentation is about city branding. It expla...
Usage (application): City Branding, Branding Strategies

Country Branding: Branding a CountrySign up

This presentation is about branding a country or a...
Usage (application): Country Branding, Place Branding

The Internet / Social Media RevolutionSign up

Video shows how fast social media is growing. And ...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution

Video Introduction of BrandingSign up

4-minute intro to what a brand is and what brandin...
Usage (application): Initial Understanding of Branding

Introduction to Managing BrandsSign up

Presentation about brand management. Table of cont...
Usage (application): Brand Management, Brand Loyalty, Brand Equity

Sports Marketing needs to be done by ProfessionalsSign up

Lou Imbriano explains sports marketing (sponsoring...
Usage (application): Sponsoring Strategy, Sponsoring Implementation, Brand Management

How Sponsoring Enhances and Supports other Marketing ElementsSign up

Fiona Green explaines that sponsoring is valuable ...
Usage (application): Initial Understanding of the Added Value of Sponsoring

Understand the Basics Behind Sport SponsoringSign up

A sponsorship is a business contract between a com...
Usage (application): Initial Understanding of Sport Sponsoring

Jennifer Aaker on BrandingSign up

Jennifer Aaker explains the difference between bra...
Usage (application): Jennifer Aaker on Branding

News about BrandingSign up


Videos about BrandingSign up


Presentations about BrandingSign up


Books about BrandingSign up


More about BrandingSign up


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

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