Branding

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What is Branding?

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 unique and favorable image for a product or company that differentiates it in the minds of prospects and end users from other competitors. The process typically involves creating a unique name, symbol, design and other things that can distinguish the brand from others.

Benefits of Branding. Advantages

One of the main questions in establishing a proper branding strategy is: Should we establish our own brand name 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 (own) branding:

1. Consumer Behavior Influences buying patterns in a profitable way.
2. Customer Loyalty: Through brand recognition and awareness, branding gives company the opportunity to increase the amount of loyal and profitable customers.
3. Corporate Image: Strong brands increase the corporate image, thus making it easier to launch new brands and obtain more acceptance by distributors and consumers.
4. Product Identification: Brand names makes it easier for the company to process orders and determine problems.
5. Segmentation: Branding helps the company to segment markets.
6. Legal Protection: The brand name and logo of the company can provide legal protection of unique product features, which competitors may seek to copy.
7. Higher perceived value: Enables premium pricing.

Disadvantages of Branding. Cons

Some of the potential drawbacks of branding are:

1. Cost: High costs associated with creating and maintaining a strong brand.
2. Risks: Risk of brand dilution or negative associations.
3. Static: Once established, the flexibility/adaptability to changing market conditions or consumer preferences is limited.

Source: Kotler, P. (2003) Marketing Management: Analysis, Planning, Implementation and Control. 11th edition. Englewood Cliffs, NJ: Prentice Hall

Forum Start a new topic about Branding Write here. Ask a question or explain something. Forum about Branding. Audio Branding: a Sound Solution? WHAT IS AUDIO BRANDING? DEFINITIONAudio branding can be described as the process of brand development and brand management by the use of audible elements within the framework of brand communication.... 9   1 comments What is a Brand? Definition of a Brand What is a brand precisely?... 9   5 comments Employer Branding It is well known that intellectual and human capital is the main source of competitive advantage and/or core competence in the modern economy. "People are our greatest asset". Accordingly, there is an... 8   7 comments 🔥 The Branding Process: the Marketing Matrix Developing a strong marketing and branding strategy is not a one-off exercise, but a structured process that unfolds over time. Branding is more than a logo or tagline; it's about creating consistency... 7   5 comments What is a Power Brand? What is meant by a 'power brand'? Is it equal or similar to a super brand?... 7   2 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...... 7   3 comments

Courses about Branding. Beginners Course Advanced Course Course for Experts

Expert Tips Advanced insights about Branding. Here you will find professional advices by experts. Consultancy Tips Teaching Tips Practical Implementation Tips Branding for Small Businesses. Tips and Principles Branding, Small Businesses, Brand Management A strong brand is key for a business to thrive in a competitive market. A brand signals intrinsic quality. Brands serve ... Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le... The 22 Laws of Branding (Trout & Ries) Branding, Brand Recognition 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo... Status Brands: The influence of Power-distance Beliefs Branding, Brand Management, Power Distance, Brand Recognition Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie... Brand Engagement of Consumers in the Digital Age Branding, Brand Management, Marketing, Advertising Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly bec...

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 Presentation about a service-dominant logic mindset in marketing, including the following sections: 1. Getting the logi... The Internet / Social Media Revolution Social Media, Internet Strategy, Internet Impact, Digital Revolution Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014. Great s... Martin's Trust Model: The Trust Matrix Trust, Corporate Reputation, Corporate Branding, Corporate Image An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl... Brand Stretching and Extension Brand Management, Brand Identity, Global Brand, Meta Brand Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many exam... Branding Cities: City Branding City Branding, Branding Strategies This presentation is about city branding. It explains how to successfully brand cities. The following sections are inclu... Country Branding: Branding a Country Country Branding, Place Branding This presentation is about branding a country or another geographic location. Next to the outline, there are several cou... Video Introduction of Branding Initial Understanding of Branding 4-minute intro to what a brand is and what branding is. We live in a brand saturated world. That is why it so important...

Tools Useful tools regarding Branding. News Videos Presentations   Books Academic More

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

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