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Branding
Brand is the personality or identity of an organization, product,
or family of products, derived from a customer perception
of rational and emotional attributes. Businesses use branding
to drive customer preference for their products and services,
to sustain higher prices, to reduce the cost of (and need
for) selling, to boost the return on demand generation activities, to assist word of mouth, and to improve customer retention and repeat
business.
Depending on the chosen brand architecture, a brand can either apply to a company (such as Apple), as an umbrella brand across several businesses (for example,the Virgin brand ), or to individual lines of business within a company. In each circumstance, the brand is usually summarised in a brand profile.
Branding can also be used to assist with cross-selling, up-selling,
and entering new businesses. The customer franchise and
trust that a good brand carries will usually support the
introduction of existing customers to new products and
solutions that a business associates with the brand, as
long as these innovations are consistent with the promise,
personality, and experience of the brand.
What Brand is, and What Brand is not.
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Brand Management
and Organizational Structure |
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The hype about Brand seems to be at a high point. Brand
is a useful approach in many businesses, but objectivity
is needed. There are ways in which brand can be a great contribution
to a business, and there are other areas that it has
no real impact.Read what brand is, and what brand is not. |
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Branding is a useful approach in most businesses. Brand Management is less widely applicable, and its value to business is more about organisation design
and HR than marketing strategy. Branding can be used
by all business types, whether or not they organise
themselves around traditional Brand Management structures.
Read about Brand Management and Organizational Structure. |
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Brand Basics
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Brand Cues, Customers, and Confusion
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Discussion on marketing seems awash with "brand speak"
and it can get pretty confusing to those who are not working full time in the field. Help
is at hand: for a good introduction to the subject of branding in business, read our brand basics section. |
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The world is fast becoming a more complex place. Anything
which can be done to simplify and make it easier to take decisions is helpful,
and consumers are adopting "information reduction"
strategies which brand marketers need to respond to with strategies for brand cues. |
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