Branding

Examples of Branding in the following topics:

• Branding Strategies

  • "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name.
  • Personal branding treats persons and their careers as brands.
  • Faith branding treats religious figures and organizations as brands.
  • Kool-Aid is an individual brand that competes with Kraft's other brand (Tang).
  • Tang is an individual brand that competes with Kraft's other brand (Kool-Aid).

• Consumer Awareness

  • Two components comprise brand awareness: brand recall and the consumer recognition of the brand.
  • Brand recall is the ability of consumers to remember brands with reference to the product.
  • Similarly, brand recognition is the potential of consumers to retrieve past knowledge of the brand when asked or shown an image of the brand logo.
  • Brand awareness is an essential part of brand development, helping brands stand out from competitors.
  • Effective marketing campaigns that increase brand awareness also eliminate confusion between similar brands, as well as inconsistencies that may arise in brand extensions under single brands.

• Branding

  • A concept brand is a brand associated with an abstract concept like breast cancer awareness or environmentalism.
  • A commodity brand is a brand associated with a commodity.
  • " is an example of a commodity brand.
  • A brand which is widely known in the marketplace acquires brand recognition.
  • This is in contrast to the brand image, a customer's mental picture of a brand.

• Developing a Brand

  • Brands have different elements, namely brand personality (functional abilities), brand skill (its fundamental traits—e.g.
  • Chanel No 5 is seen as sexy) and brand relationships (with buyers) or brand magic.
  • The consumer perception of brands is brand knowledge: brand awareness, recognition and recall, and brand image denote how consumers perceive a brand based on quality and attitudes towards it and what stays in their memory.
  • This suggests that brand associations are anything linked in memory to a brand.
  • Pepsi brand in 10 - 50 year olds).

• Brand Categories

  • Coke, Pepsi, Sprite, and all other soda brand products fall into the same brand category of soft drinks.
  • Branding began as a functional marketing tool.
  • Brand awareness refers to the customer's ability to recall and recognize the brand under different conditions, using memory associations to link to the brand name, logo, jingles, and so forth.
  • It consists of both brand recognition and brand recall.
  • Brand awareness is of critical importance, since customers will not consider your brand if they are not aware of it .

• Brands and Brand Lines

  • Brand line is a marketing term used to describe all the products sold under a single brand name.
  • Another form of brand extension is a licensed brand extension.
  • What is the Purpose of a Brand Line or Brand Extension?
  • Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity.
  • Diet Coke is a brand line extension of the Coca Cola Brand.

• Naming Brands

  • A brand name is the part of the brand that can be vocalized.
  • A strict manufacturer's branding policy under which a producer can only manufacture merchandise under his own brand
  • An exclusive distributor's brand policy where a producer does not have a brand of his own but agrees to sell his products only to a particular distributor and carry his brand name (typically employed by private brands)
  • Tang is an individual brand that competes with Kraft's other brand (Kool-Aid).
  • Discuss the purpose of a brand name, and the process of researching and selecting a brand name

• Types of Brands

  • The different types of brands include: individual products, product ranges, services, organizations, persons, individuals, groups, events, geographic places, private label brands, media, and e-brands.
  • Another type of brand is an organization.
  • A person can also be considered a brand.
  • Product, service and other brands realize the power of event brands and seek to have their brands associated with the event brands.
  • Private label brands, also called own brands, or store brands, exist among retailers that possess a particularly strong identity (such as Save-A-Lot).

• Brand Ownership

  • Brand Ownership means building a brand that reflects your values and persuades consumers to believe in and purchase your product.
  • Brand ownership is about building, developing and sustaining a brand that reflects your principles and values and which effectively persuades consumers to believe in and purchase your product/service.
  • In order to really own your brand, you must have a clear understanding of where your brand stands in the marketplace today, and a concrete strategy that outlines how you wish to manage and grow your brand moving forward.
  • Equally important is understanding what makes your brand different.
  • A brand owner may seek to protect proprietary rights in relation to a brand by registering the trademark such that it becomes a "Registered Trademark. " Also, a firm or licensor can also grant the right to use their brand name, patents or sales knowledge in exchange for some form of payment.

• The Benefits of a Good Brand

  • Proper branding can yield higher product sales, and higher sales of products associated with the brand (or brand association).
  • Brand experience is a brand's action perceived by a person.
  • Orientation of the whole organization towards its brand is called brand orientation.
  • The art of creating and maintaining a brand is called brand management.
  • A brand which is widely known in the marketplace acquires brand recognition.