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

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Branding Special Interest Group Special Interest Group

Best Practices - Branding Premium   What is Brand Equity? Definition What is brand equity and what is the strategic importance of brands to an organisation in terms of brand equity?...

Expert Tips - Branding Premium   Why are Brands Often So Similar? Understanding Brand Similarity/Parity Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ... Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation       The 22 Laws of Branding (Trout & Ries) 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of th... Usage (application): Branding, Brand Recognition       Status Brands: The influence of Power-distance Beliefs Status brands are brands that can inherently raise the social prestige of its owners within a certain community or society. Status brands are dif... Usage (application): Branding, Brand Management, Power Distance, Brand Recognition       Brand Engagement of Consumers in the Digital Age Edelman argues that nowadays people are connecting with brands in a different way than before. This is cuased mainly because of an increased number of... Usage (application): Branding, Brand Management, Marketing, Advertising       Brand Relationship Quality A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitudes and perceived brand quality.... Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship       Focus Points in City Branding Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool since the end of the twentiet... Usage (application): City Branding, Regional Branding, Geographical Branding       Three Dimensions in How Global Brands are Evaluated by Consumers Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics are critical in the evaluation o... Usage (application): Global Branding, Corporate Reputation, CSR, Globalization

Resources - Branding Premium A Service-Oriented View on Marketing Presentation about a service-dominant logic mindset in marketing, including the following sections: 1. Getting the logic right 2. Goods-Domi... Usage (application): Service-Dominant Logic, Perspectives on Marketing   Martin's Trust Model: The Trust Matrix An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for example, the abuse of public trust h... Usage (application): Trust, Corporate Reputation, Corporate Branding, Corporate Image   Brand Stretching and Extension Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many examples and contains the followin... Usage (application): Brand Management, Brand Identity, Global Brand, Meta Brand   Steve Jobs on Brand Strategy and Core Values In this video Steve Jobs gives a presentation on Marketing and Core Values. He argues that in this noisy and complicated world companies do not have m... Usage (application): Marketing, Branding, Strategic Vision, Core Values   Branding Cities: City Branding This presentation is about city branding. It explains how to successfully brand cities. The following sections are included: 1. Cities: The mothe... Usage (application): City Branding, Branding Strategies   Country Branding: Branding a Country This presentation is about branding a country or another geographic location. Next to the outline, there are several country-examples given. The follo... Usage (application): Country Branding, Place Branding   The Internet / Social Media Revolution Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014. Great starter for a discussion, p... Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution   Video Introduction 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 for your brand to stand o... Usage (application): Initial Understanding of Branding   Introduction to Managing Brands Presentation about brand management. Table of content: MANAGING BRANDS FOR COMPETITIVE ADVANTAGE - Brand Loyalty: brand recognition, brand ... Usage (application): Brand Management, Brand Loyalty, Brand Equity   Sports Marketing needs to be done by Professionals Lou Imbriano explains sports marketing (sponsoring) has a bad name in companies because a lot of people are doing it poorly and them make the company ... Usage (application): Sponsoring Strategy, Sponsoring Implementation, Brand Management   How Sponsoring Enhances and Supports other Marketing Elements Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, advertizing, etc., but can not rep... Usage (application): Initial Understanding of the Added Value of Sponsoring   Understand the Basics Behind Sport Sponsoring A sponsorship is a business contract between a company and an individual, a club, a team or an event in which the company provides money and equipment... Usage (application): Initial Understanding of Sport Sponsoring   Jennifer Aaker on Branding Jennifer Aaker explains the difference between brand and branding: - "Branding" is just the tip of the iceberg (the mark, the name, the icon, the... Usage (application): Jennifer Aaker on Branding     News Branding         Videos Branding         Presentations Branding         More Branding

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

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This ends our Branding summary and forum.