Where can I find a solid overview of branding?
| Answer: Think of branding in the following digestible bites: 1. Brand Concept: A set of associations about a company or product that reside in the memory of customers. 2. Fostering the Brand Concept: Brand associations spring from various actions of the firm, including (but not limited to) advertising and general media communications. But associations also come from distribution (shelf location can convey a good product by a big seller), sales promotions (affordable), and product characteristics (including the name, packaging, and logo). Consumers' use of these brands, and information about the brands from the press, opinion leaders, and word of mouth also affect the nature of these associations. 3. Brand Extensions: A parent company or product may extend its name to a new entity. Such action, called a brand extension, succeeds only when there exists a basis of fit between the parent and the child brands. You can read more about branding in our tutorial on the subject. |
More resources related to Branding and Positioning
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Too many executives pursue a branding campaign when it is positioning that is required.
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iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone)
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Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how we launch our websites, train our customer-service people, and hire our employees. Want to see how an eigen value plays out in real life? Look at Vibram and its FiveFingers shoe.
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Behind every successful product, service, or brand lies a powerful concept. Do you have one? Learn what it takes to craft a winning marketing concept, and why having one is critical to the success of your business.
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A rebrand requires a compelling vision that can be understood and articulated by all—starting with your company's leadership and employees. After all, if they haven't bought into the rebrand and the philosophy behind it, why in the world would anyone else?
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You bit the bullet and decided to hire a naming firm for your next branding initiative. You researched and you vetted, and you picked a firm that feels like a good match. A lot is riding on this. So now what?
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Avenue CEO Bob Domenz discusses brand activation and engagement for B2B organizations.
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Yeah, you could totally wing it blog post by blog post, tweet by tweet. But if you truly want to build brand awareness and create meaningful relationships with your readers, followers, and customers, planning is a must.
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Strategist Matt Desmier shares tips for agencies, brands, and organizations on how to clarify their positioning, messaging, and branding.
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his week: What do you do when your boss does not offer feedback? Also, read your answers to: Is brand localization necessary to be successful in foreign markets?
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Moving Toward Branding Systems
ArticleAgreement on what and how to measure the forces that drive brands is hard to muster. But here is one suggestion: emphasize systems.
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This week: Past success don't guarantee future success for products. So what do you do when a marketing effort flops? Join the conversation! Also this week, read your advice on: What works (and what doesn't) when an organization wants to invent a brand?
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Like living things, brands pass through life cycles. Marketing approaches that worked well when a company was in its growth phase may not work later in its life. Learn how the four stages of a brand's life dictate its marketing needs.
