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
-
Lawson Abinanti, B2B marketing and messaging strategy consultant, offers tips for positioning a B2B brand, and urges marketers to be "ruthless" by focusing on ideal buyers instead of diverting resources to one-off sales.
-
Too many executives pursue a branding campaign when it is positioning that is required.
-
With the right strategy in place, webinars can generate high-quality leads and drastically increase revenue. But they—and you—can't do any of that if you can't get people to register and attend.
-
Everyone has a website stuffed with content ranging from the important to the useless. But marketing initiatives aimed at a highly targeted audience require their own space and identity if they are to succeed. When you use the Web as your vehicle for your campaign, the obvious solution is a video-campaign microsite.
-
iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone)
ArticleDoes the hype of the iPhone equal runaway success? Is the game already won? Or will there be an equal and opposite reaction when possibility and excitement about the future gives way to reality, and inevitable issues arise with service, availability, bugs in functionality and unfulfilled expectations?
-
Consumers are beginning to take environmental impact into consideration in purchase decisions. Businesses that demonstrate environmental responsibility have the opportunity to contribute favorably to their images while aligning themselves with the preferences of their customers. To get the full value out of green practices over time, companies need to let the public know what they are doing and why it matters.
-
Kronos had an obvious identity problem that clearly impacted its sales performance, so getting support from the executive suite for a branding initiative should have been a slam-dunk. Except not quite. While everyone agreed there was a brand problem, the solution was costly and very long-term. Here's how Marketing won over Management, by talking a language they understood.
-
These 18 concepts will give you an edge on your competition—or an edge, period. So if the same old left-brain thinking that everybody else is using just doesn't get you where you want to be, try these creative concepts on for size.
-
Eduardo Conrado is the Vice President of Global Business and Technology Marketing & Communications for Motorola. His role encompasses three of Motorola's four primary businesses with revenues of over $17 billion: Home & Networks Mobility, Government & Public Safety, and Enterprise Mobility. Eduardo controls the marketing for all of Motorola's enterprise B2B products worldwide. Here, he discussses his approach to thought leadership as well as how he defines success. He also offers insights into which Web 2.0 tactics are working for his teams around the globe.
-
There's so much that business can learn from showbiz: Not to step onto the stage with a lousy script. How to give a blockbuster performance. How to get your face in the newspaper without robbing a bank. But, before you can even think about how to develop box-office appeal for your business, you gotta know what part you're playing.
-
If you hadn't paid much attention to title tags until now, but you implemented the basic concepts covered in part one of this series, you are already well on your way to creating a better user experience as well as a more-optimized search experience. Of course, most of us aren't satisfied with just the basics.
-
Every day we are bombarded with bad news about the economy: dismal corporate earnings, budget cuts, advertising gone dark, clients and agencies and people coming and going, and a sense of turbulence, malaise, and timidity. What can marketing do? Today's brand leaders should follow these 7 Ps of branding as a guide during the recession, and beyond....
-
Social Media Reality-Check
ArticleIs the social-media explosion a "big bang" that's creating a whole new brand-communications paradigm, or is it part of an ongoing evolution whereby focused brand-building principles are not only still relevant but more important than ever?
-
Manage your advertising risk by subscribing to a tried-and-true "methodology." Learn from the successes (and mistakes) of those who have gone before you.
-
In this day of celebrity brands, and branded cities, it is not only becoming common, it is becoming essential, for senior executives to build and communicate their personal brands to expand both individual and corporate success. Here's how.
-
Songs in the Key of Success
ArticleContrary to what you read in the newspapers, a lot of e-commerce and content Web sites are finding success in 2002. Each success teaches a different lesson. But all the lessons have some definite elements in common.
-
Cooling The Branding Iron
ArticleAre you a B2B company, putting (or considering putting) significant effort and significant resources into developing a coherent brand for your product? Researching the marketplace and analyzing competing brands? Establishing strategy sessions to review and select the best brand identity? If you are, you're probably wasting a lot of time and a lot of money. For the majority of B2B companies, branding is very likely of little or no value.
-
n 2003, it's time to jump into the trenches with the great unwashed: your sales people and your company's prospects.
-
The Positioning of Pauline
ArticleIn the last installment of this series, our marketer was teetering--like Pauline in the old serials--perilously on the positioning precipice between corporate and product positions. Time to push her.
-
Positioning In New Markets
Articlehe positioning a product is obvious if a market exists already. But what about avant-garde or cutting-edge products and services? How do you position a brand-spanking-new product when the so-called market doesn't know what it is, let alone have a sense of its value?
