Branding

• what is a brand?


  a business or product that is easily distinguished from competitiors
• what is branding?


  The process of creating a unique and recognizable identity by a name, sign, symbol, design or slogan
• what is corporate branding?

  The process of creating and promoting a unique identity for a company or organization, encompassing its values, identity and reputation
• what is product branding?

  The process of creating a unique name, design, and image for a specific product in the consumer's mind.
• what is own-brand?


  products that are branded with the retailers name rather than the manufactuers
• what is umbrella brand?

  A brand that covers multiple related products or services.
• what is a brandnomer?

  A brandnomer is a brand name that has become synonymous with the general product or service it represents.
• what is rebranding?


  the process of changing the identity of a brand to revitalise the image and/or appeal to a different market
• what is added value?

  price - unit cost (enhancing the product)
• what is product differentation?

  Distinguishing a product from competitors.
• what is emotional branding?

  Creating emotional connections with consumers through branding, often through the use of storytelling and values to evoke specific feelings
• what are the benefits of strong branding?

  • added value
  • reduced competitive threat
  • reduces risk of new product development
• what are the drawbacks of strong branding?

  • high costs
  • negative publicity
  • hard to maintain a consistent brand