Preview

Notes on Branding

Good Essays
Open Document
Open Document
714 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Notes on Branding
Branding
We have mentioned brands periodically throughout this chapter. But what is a brand? A brand is a name, picture, design, or symbol, or combination of those items, used by a seller to identify its offerings and to differentiate them from competitors’ offerings. Branding is the set of activities designed to create a brand and position it in the minds of consumers. Did you know that The Beatles started a recording studio called Apple? When Apple Computer (the iPod company) was formed, Apple Corp., Ltd. (the Beatles’ recording studio), sued Apple Computer because two companies with the same name can create confusion among consumers. This wasn’t much of a problem when Apple was only selling computers, but following the release of the iPod and launch of Apple’s iTunes program, a case could be made that the companies’ offerings are similar enough for consumers to confuse the two companies and their products. In fact, it wasn’t until very recently that the lawsuit over the name was settled, some thirty years after the initial lawsuit was filed. Nonetheless, the situation signifies how important brand names are to the companies that own them.
A successful branding strategy is one that accomplishes what Coke and Apple have done—it creates consumer recognition of what the brand (signified by its name, picture, design, symbol, and so forth) means. Consequently, when marketing professionals are considering whether a potential new offering fits a company’s image, they are very concerned about whether the offering supports the organization’s brand and position in the mind of the consumer.
A brand name, like Apple, is the spoken part of a brand’s identity. A brand mark is the symbol, such as Coke’s wave or Apple Computer’s multicolor apple (not to be confused with Apple Records’ green apple), associated with a brand. Brand names and brand marks are important to companies because consumers use them to make choices. That’s why it was important to sort out the Apple brand.

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Some companies use items that increase their brand name. A brand is a symbol or sign that gives identification of a product and brings out a difference among competitors. The three brands which are believed to have the strongest likelihood of remaining a source of advantage in the 21st century are Apple, Disney and Chick-fil-a.…

    • 481 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Harris, F. & Chernatony, L. (2001) Corporate Branding and Corporate Brand Performance. European Journal of Marketing. [Internet, 35 (3/4), pp. 441-456, Available from: [Accessed 24 November 2010].…

    • 7424 Words
    • 30 Pages
    Powerful Essays
  • Satisfactory Essays

    FTVMS110G

    • 2081 Words
    • 9 Pages

    Brand – refers to the name and iconography of a product, replaces interpersonal communication with the producer, attempts to overlay transformational values for the consumer.…

    • 2081 Words
    • 9 Pages
    Satisfactory Essays
  • Best Essays

    It has been asserted (Kennedy, 2012) that, a brand collects name, symbol, design, logo and term together, intended to identifies and differentiates a product or service. Consumers regard brands as an essential element of the production, and most companies usually charge a higher price due to the influence of branding, like Louis Vuitton. Belch, Belch, Kerr, and Powell (2009) depicted that, brands could make choices for consumers, which like something consumers want to buy, avoid, aspire and outgrow. Duncan (as cited in Belch et al., 2009) describes a brand as ‘ a perception resulting from experiences with, and information about, a company or a line of products.’ A brand is not just the production or a service, it can be seen as a symbol of a product. For instance, it is easily to recognize two clothes through the branding logo, despite of that they own some common features in terms of color, style and material. Moreover, it is what differentiates a production from its competitors. Brands have two qualities, which are tangible and intangible attributes. The tangible qualities are those can be seen, felt, tasted and smelt, such as product’s design, how much it costs and what it is made of. The intangible attributes, usually involve consumer’s consciousness, which like brand image, perceptions of users of the brand and image of store where sold (Belch et al., 2009).…

    • 2372 Words
    • 10 Pages
    Best Essays
  • Satisfactory Essays

    Operational Definition

    • 400 Words
    • 2 Pages

    Branding: is the name or symbol that recognizes one producer of goods and services from others. A brand can identify one product of a company or a group of products or even it can recognize all the products of this seller.…

    • 400 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Brand Mark- the part of a brand that is not made up of words, such as a symbol or design…

    • 566 Words
    • 3 Pages
    Satisfactory Essays
  • Best Essays

    Contemporary Business Issues

    • 3894 Words
    • 16 Pages

    The foregoing discussion delineates the brand management of Apple Incorporated (Apple). The company is a global leader in technological innovation, its creativity and design crossing boundaries the world over. As such an analysis was conducted on the environment that Apple operates in as well as the brand equity experienced by the company. With this information, it will be easier to develop an in-depth understanding of how and why Apple remains the dominant company in such a fiercely competitive industry. Brand management is an essential factor in the success of any company, Apple has over the years branded themselves as an innovator in the industry and subsequently has succeeded as such.…

    • 3894 Words
    • 16 Pages
    Best Essays
  • Good Essays

    Personal Brand

    • 847 Words
    • 4 Pages

    Brand has always been associated with marketing. Thus brand can be assumed to possess the attributes of creating a product with the hope for achieving satisfying exchange between consumer and supplier. On the other side, McCarthy has defined brand as the usage of name, term, symbol or combination of these for identifying a product. This has appeared to be the most well accepted idea as from the consumer’s perspective, a brand allows them to quickly tell the quality and helps them to decide on their purchasing process.…

    • 847 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Rebranding for Kfc

    • 1555 Words
    • 5 Pages

    DEFINITION OF A BRAND:” An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.”…

    • 1555 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand is the identity of a specific product, service, or business. The word…

    • 3597 Words
    • 15 Pages
    Powerful Essays
  • Good Essays

    Rebranding is a marketing strategy in which a company will change its name, logo, design, or a combination of these in order to develop a new image with their customers. A graphic designer is often called upon for ideas. In order to truthfully tell their client’s story, a graphic designer needs to thoroughly understand the company through means of communication.…

    • 470 Words
    • 2 Pages
    Good Essays
  • Best Essays

    Report on Redbull

    • 3095 Words
    • 13 Pages

    According to Jobber (2010), brand can be defined as an added value by which company could distinguish their position form other competitor in the same target market…

    • 3095 Words
    • 13 Pages
    Best Essays
  • Better Essays

    Introduction A strong, unique brand is the most valuable asset of any business – it represents its identity, its products and services and manages to differentiate them from its competitors. It is not only a visual reception, a name, a term, a sign, a symbol or a combination of all these. A brand can be described as the set of perceptions and images that represent a company. It is…

    • 3108 Words
    • 13 Pages
    Better Essays
  • Good Essays

    Branding Stratregy

    • 795 Words
    • 4 Pages

    Iconic brands are defined as having aspects that contribute to consumer's self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value are said to be "identity brands". Some of these brands have such a strong identity that they become more or less cultural icons which makes them "iconic brands". Examples are: Apple, Nike and Harley Davidson. Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products.…

    • 795 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Branding

    • 4416 Words
    • 18 Pages

    The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.[4]…

    • 4416 Words
    • 18 Pages
    Good Essays