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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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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Baffled. Enthralled. Amused. Maybe insulted. Those are just a few reactions you might experience when encountering a nail polish name. Whatever the emotion, top marketing executives agree the name is nearly as important as the color. That can be true for other products as well. Here's a high-level look at a naming project—along with naming tips and techniques that might prove useful for brand managers and marketing execs.
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Strong branding is now crucial in B2B—especially since digital transformation has accelerated. Here's how to navigate current market shifts and develop a strong B2B brand.
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How to Authentically Brand Yourself in a Digital World: Eric Yaverbaum on Marketing Smarts [Podcast]
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Marketers know how important differentiation is to brand identity. Sally Hogshead goes even further by saying that trying to be better than your competitors is a discouraging slog: The only thing you can control is your difference, so you have to turn that into your specialty.
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Your website often makes your brand's very first impression. To make sure it's a good one, conduct a thorough brand audit. Here's how.
