ALL about Branding

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All about Branding and other management methods. Completely free.

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:

Customer Loyalty: Branding gives company the opportunity to increase the amount of loyal and profitable customers.
Corporate Image: Strong brands increase the corporate image, thus making it easier to launch new brands and obtain more acceptance by distributors and consumers.
Product Identification: Brand names makes it easier for the company to process orders and determine problems.
Segmentation: Branding helps the company to segment markets.
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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Forum

Forum about Branding.

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	Branding Quotes A brand is the best feature of its products. (...) 3 1 reactions

Best Practices

The top-rated discussion 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? (...) 9 5 reactions

🥈	What is a Power Brand? What is meant by a 'power brand'? Is it equal or similar to a super brand? (...) 7 2 reactions

🥉	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 reactions

	What is Sub-branding? 3 Types of Sub-brands An important type of branding is called sub-branding. It refers to the introduction of a subordinate brand that categ (...) 6 1 reactions

	Building a Global Brand from an Emerging Country Many companies in emerging market countries have tried to successfully create brands in the developed countries’ market (...) 6 0 reactions

	Advantages and Cautions of Brand Extensions A brand extension is a branding technique that relies on an established umbrella brand to bring a new product to market (...) 5 0 reactions

	Luxury Branding and Inconspicuous Consumption Since about a decade there is a rise of so-called 'inconspicuous consumption', referring to the affinity of elite consum (...) 5 0 reactions

	Criteria for Brand Name Success A major part of developing a successful brand is to select the appropriate brand name or mark. Avlontitis and Papastatho (...) 4 0 reactions

	Strategic Benefits of Branding One of the major questions regarding establishing a proper branding strategy is: First, should we establish our own bran (...) 4 0 reactions

	What is the Importance of Industrial Branding \| B2B Branding? Is B2B Branding, also referred to as Industrial Branding, important nowadays in business to business marketplaces? Why? (...) 3 1 reactions

Expert Tips

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

	Branding for Small Businesses. Tips and Principles Branding, Small Businesses, Brand Management (...)

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	Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR, Globalization (...)

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 (...)

	The Internet / Social Media Revolution Social Media, Internet Strategy, Internet Impact, Digital Revolution (...)

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	Country Branding: Branding a Country Country Branding, Place Branding (...)

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	How Sponsoring Enhances and Supports other Marketing Elements Initial Understanding of the Added Value of Sponsoring (...)

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	Jennifer Aaker on Branding Jennifer Aaker on Branding (...)

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