branding


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Branding

The process of creating differentiation between a product and other products of the same kind. Branding is a marketing strategy to create the impression that one product is better than the other, whether or not that is true. Branding makes a product more recognizable and therefore is likely to attract customers and customer loyalty. There is often a sense among consumers that brand products are somehow better than off-brand or generic products; as a result, brand products are usually more expensive. Examples of brands include logos, catchphrases, symbols, or even the name of the company itself.

branding

a means of helping consumers to identify a particular firm's BRAND of product, and to create and maintain consumer confidence in the performance of the brand.

This is achieved by ensuring consistent brand quality and reinforcing this by appropriate ADVERTISING and SALES PROMOTION in order to foster consumer goodwill. Once the supplier has created significant BRAND LOYALTY this enables him to exert greater control over the advertising, sales promotion and distribution of the brand, and may well enable him to command a premium price over competitors' offerings. A well established brand has considerable value in giving a supplier COMPETITIVE ADVANTAGE over rival suppliers and such brands can have a significant impact upon the valuation of a business. See BRAND VALUATION.

References in periodicals archive ?
That is why companies should be more concerned with values for consumers than with psychological manipulations with branding. The right value means more value fitted to expectations of market segments than value created by branding communicators.
* Individual Brands: Individual branding strategies simply means to market every single product/service under its own distinctive brand name.
The ultimate result of all types of company branding efforts is to develop positive equity for its brand.
In these two chapters, the author has attempted at covering a number of issues in branding. The main concepts however have not been detailed with sufficient examples.
The modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company.
Recognizing the power of branding, firms selling wood products are increasingly turning to branded products as part of their marketing strategy.
Branding Strategy Insider (http://www.brandingstrategyinsider.com/)
Branding poses challenging decisions to the marketer, the major brand strategy decisions involving brand positioning, brand name selection, brand awareness and brand development.
announced BRANDISM[TM], a series of panel discussions on the recent branding boom in New York City real estate.
Written by independent marketing and branding consultant Matt Haig, Brand Royalty: How the World's Top 100 Brands Thrive & Survive is an insightful guide to the tips, tricks, and techinques that one hundred of the most popular brands in America and worldwide use to remain successful in an increasingly competitive marketplace.
At the onset of a branding project, qualitative and quantitative research should be conducted to gain insight into customers, their buying behaviors, and the reasons that they remain loyal to the brand.