Branding And Branding Theory

811 Words2 Pages
bulb-icon

Recommended: An essay about branding

Abstract
In this research paper, I have included the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. I realized an intersection of the branding and marketing strategy theories. Branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.

Brands and branding
Branding has become …show more content…

32). Branding means more than establishing the name for a company or for a product line. Branding is a longterm state of mind, that requires the management of the company’s strategy, the coordination of its objectives and resources. The brands are seeking to provide both tangible and intangible benefits to the customers, so that they adhere to the brand’s ideals. The tangent directions between brand and strategy refer to the following: what product attributes must be materialized? What advantages are being created? What are the consumers` benefits? What are the brand’s ideational values? For many companies, the brand is perceived only as an external face of marketing, a colorful name and a nicely designed package. But the brands` advantages are proved by the fact that unbranded products are much cheaper than branded ones. A successful brand must assume the leadership for the product category that it belongs to. Brands must always bring innovation, make a difference, be meaningful. A brand is not just a simple participant on a market, it creates and manages the market through a vision of what the product category should be (Kapferer, 2008, p …show more content…

But what really last is the brand and the content of its meanings. The brand gives a strong impression, which allows a structure of long-term perceptions. Therefore, the brand creates a cognitive filter: the less pleasant and discordant aspects are being forgotten. Thereby, the failure of some brand extensions does not influence the brand perception very much. The BIC example is relevant: a company specialized in stationery will have difficulties in launching a perfume. The brand is more flexible than a product. After the atypical elements are eliminated, the brand perception creates the illusion of permanence and coherence. Resulting from this is the importance of establishing the brand’s defining values. A brand represents the memory, but also the future of its described products. (Kapferer 2008,

Show More
Related

  • Superdry Essay

    1093 Words  | 3 Pages

    When the consistency of the information is built, the credibility of the brand becomes higher (Bengtsson, Bardhi and Venkatraman, 2010). It is suggested that asymmetric information leads to consumer uncertainty, which would therefore have a negative impact on brand image (Erdem and Swait, 1998, p. 138). Accordingly, consistency of the information has become a key factor that leads to the successfulness of a global brand since it reduces the uncertainty and the thinking process time of consumers (Lee et al., 2007). Several effects have been found regarding to standardization of a brand (Erdem and Swait, 1998, p. 138). Marketers will have a better control of the brand if the brand meaning has been consistent over the time (Erdem and Swait, 1998, p. 138). First of all, it increases brand equity, which would therefore improve consumer’s brand awareness (Erdem and Swait, 1998, p. 138). Second, it would reduce consumers’ uncertainty of the brand, which would thus increase the reliability of the brand and brand loyalty (Erdem and Swait, 1998, p. 138). Third, it greatly reduces the conflict of consumers’ cognitive structures, which would lead them to trust more on the brand (Erdem and Swait, 1998, p.

    Read More

  • The Brand Personality of Target Corporation

    1039 Words  | 3 Pages

    In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.

    Read More

  • Philosophy Of Lifestyle Branding

    729 Words  | 2 Pages

    If companies wanted to be successful in the marketplace, then they needed to understand the idea that their true product was not their product, but a lifestyle and the meaning of life itself. This is lifestyle branding. This philosophy explains why we see products internationally and specifically marketed toward teens and young adults. Lifestyle branding is why we are hearing more and more of sweatshops, “McJobs”, and the quality of the product diminishing. Nearly every corporation in America has been McDonaldized: where companies sacrifice individualization in employees and quality products for cheap, mass-produced, assembly line production. The promise of choice seems to ironically create less choice. No logo is the spirit of anti-corporate resistance. The process of branding in its simplest form is

    Read More

  • Tim Russert Department Of Communication And Theatre: Brand Analysis

    1786 Words  | 4 Pages

    Brand Guidelines Tim Russert Department of Communication & Theatre - John Carroll University Team: Megan Stechler, Ryan Dadich, Rose Dolan, Ruth Klein & Mason Cross Brand Vision Brand Vision is the foundation of brand building and the strategic planning process. David Aaker, organizational theorist and professor at University of California Berkeley, defines brand vision is “an articulated description of the aspirational image for the brand; what you want the brand to stand for in the eyes of relevant groups” (Aaker, 2014, p. 25). Through brand vision, a brand is able to build a strong foundation, plot its future path, and add proof points to define its identity. The core elements represent the essence of a brand, highlighting the most important

    Read More

  • Branding, Pricing, and Distribution: Home Depot

    1572 Words  | 4 Pages

    A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing logos, names, color schemes, and slogans. An effective branding strategy is one of the most important components for gaining a significant advantage in a progressive market. Basically, a company brand is its promise to its customers about what can be expected from its product and how it differentiates from the competitors. The branding strategy is the part of the marketing plan that explains how and to whom the company proposes on conveying its brand messages. It will also explain where the company plans to advertise and what it will publicize both visually and verbally (Williams, 2013). Home Depot’s marketing plan will contain domestic and global branding strategies and will be a collaboration of brand messages from both Home Depot and Reach the Top®.

    Read More

  • Dove Marketing Strategy

    994 Words  | 2 Pages

    Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the

    Read More

  • Difference Between Brand Image And Channel Image

    835 Words  | 2 Pages

    The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.

    Read More

  • Brand Management Theories

    2289 Words  | 5 Pages

    The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.

    Read More

  • What is a Brand Identity? The Case of Coca-Cola and Apple

    533 Words  | 2 Pages

    [a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]

    Read More

  • Essay On Branding

    761 Words  | 2 Pages

    Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.

    Read More

  • Importance Of Branding, And Brand Loyalty, To Successful Marketing

    1693 Words  | 4 Pages

    Marketing and branding, two of the most common used words in the contemporary world, is closely linked to each other without doubts, but the importance of branding to successful marketing is enquired to measure in term of the question. In fact, various people have different ideas on marketing and branding. For most of people, or customers, the two are normally combined in their minds or even equal to each other. For example, people could raise Apple as the answer for both questions of "what is good branding" and "what is successful marketing". In fact, they are two separate topics on academic, and branding is just one of the numerous marketing activities apparently. However, the perception of consumers might be a good guide to answer the question.

    Read More

  • Essay On Marketing And Branding

    554 Words  | 2 Pages

    All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.

    Read More

  • Branding In Marketing Essay

    2042 Words  | 5 Pages

    Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.

    Read More

  • The Influence Of Branding On Consumer Behavior

    949 Words  | 2 Pages

    Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.

    Read More

  • Brand Building - Hamam

    1814 Words  | 4 Pages

    Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.

    Read More

More about Branding And Branding Theory

Open Document