Branding strategy
Branding strategy refers to the plan and approach a company uses to create a unique and memorable identity for its products or services. It involves defining the brand's values, positioning, and messaging to differentiate it from competitors and resonate with the target audience. A well-crafted branding strategy can help build customer loyalty and drive business growth.
8 Key excerpts on "Branding strategy"
- Ray Donnelly, Colin Linton, Colin Linton(Authors)
- 2010(Publication Date)
- Routledge(Publisher)
...CHAPTER 3 The Role of Branding and Branding Strategies DOI: 10.4324/9780080961255-4 Learning Objectives By the end of this chapter you will be able to: Evaluate the role and importance of branding Analyse and apply various branding strategies in different organisational contexts Assess the issues and challenges faced by organisations in building and maintaining a global brand Branding – A Definition Kotler et al. (1999) suggests a brand is ‘a name, term, sign, symbol or design, or a combination of these that identifies the goods or services of one seller or group of sellers and differentiates them from the competition’. Blythe (2006) defines branding as ‘the culmination of a range of activities across the whole marketing mix leading to a brand image that conveys a whole set of messages to the consumer about quality, price, expected performance and status’ The role of the brand is to create a position of differentiation in the mind of the consumer, so that the brand is understood (see brand values) and clearly differentiated from the competition to encourage purchase. Such is the power of branding that most products are branded. Branding has a number of advantages for the consumer, the manufacturer and retailer: Customers will be attracted to a product because of its branding, sometimes totally to the exclusion of other brands It creates an image in the customer’s mind that can be hard to replicate in other brands The risk associated with the purchase is reduced because of the known qualities associated with the brand Pricing can be higher because of the positioning Loyalty towards the brand will generate additional sales Customers will be attracted to a store which stocks a particular brand, it also gives an indication of the service that can be expected Can help with market segmentation i.e...
eBook - ePub- Harriet Posner(Author)
- 2011(Publication Date)
- Laurence King Publishing(Publisher)
...5 • Introduction to Branding Branding is becoming an ever more important tool for marketing fashion. As companies manage to match each other with their ability to deliver appropriately priced, quality fashionable product, so something extra needs to come into play, something emotional and connecting. This is where the brand comes in. There is no doubt that marketing fashion has evolved. It is no longer just about the products themselves or ensuring that the right products are in the right place at the right time; now it is brand experience that differentiates. Lori Rosenwasser, Global Director of Brand Engagement at Landor Associates, suggests that, “We are now in the age of the experience brand” (2008). In a highly competitive marketplace, brand managers and marketers must find ways to augment products and services with emotional meaning and experiential dimensions. Allen Adamson, Managing Director at Landor Associates, describes branding as, “The process by which brand images get into your head” (2007). Branding is the mechanism by which a company creates and manages a brand and conveys the messages and values that underpin the brand to its customers. Branding is therefore a significant strategic activity for companies wishing to differentiate their products and services. This chapter introduces the key branding concepts, illustrating how these may be viewed within the context of fashion. “A brand is the sum of the tangible and intangible benefits provided by a product or service and encompasses the entire customer experience.” How Brands Work Chartered Institute of Marketing Defining a brand The concrete features of a brand are its logo, strapline, slogan, actual products and physical retail environment. But a brand is more than the sum of its parts – most of what constitutes a brand is intangible. In many ways the brand is a paradox, a composite shaped internally by company strategy and externally by consumer perception and experience...
eBook - ePubBrand Yourself
A no-nonsense brand toolkit for small businesses
- Lucy Werner, Hadrien Chatelet(Authors)
- 2021(Publication Date)
- Practical Inspiration Publishing(Publisher)
...If you were to take the clothes away, brand Hadrien still exists (albeit slightly chillier). It should be the same with your own brand. Another misconception we often come across is that the brand is the product. Again, this is only one small part of the overall picture – branding isn’t about something physical or tangible. Flyers, marketing materials and the way your product looks and feels can operate as part of the promotional tool of the brand, but they don’t embody the emotion and feeling of the overarching brand. As we can see from all of these misconceptions, there’s a common thread: a lot of small businesses think that branding is about the visual appearance of their business. And absolutely, having a good-looking website and an identifiable colour palette is going to help you – but this isn’t what branding actually is. These things come from decisions you make about how to use your brand – in other words, your visual identity comes from your brand strategy. The brand strategy is the business plan for your brand. When you create your brand, you need to think about what you want your audience to feel. Let’s take the concept of a book. You start with a preface or an introduction. This first part, like where we introduced ourselves to you, is where we set the scene. We explain where you are, where and who we are and where we’re going to go together. Creating the brand is just that. It is scene-setting for your business. It’s the look and feel, the culture. But more than that, it is the feeling, the heart, the emotion of the people that your audience get to experience when they work with you or buy from you. So, let’s dive straight in to how to build your brand strategy. BRAND STRATEGY This is the most important part of your branding exercise. There are millions of ways you can execute your brand to appeal to all of the senses, and millions of ways that brands can give you different emotions or connections with their audience...
eBook - ePubBrand Transformation
Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy
- Keith Glanfield(Author)
- 2018(Publication Date)
- Routledge(Publisher)
...2 The strategic influence of branding The management challenge Firms are constantly striving to gain dominance in their industry, find a way of ensuring medium to long-term sustainability and ensure, given the day-today turbulence of the modern business environment, that they can satisfy the needs of their financial stakeholders by generating suitable profits. It is obvious to both business and academics alike that a firm requires an effective business strategy in order to achieve this outcome. A popular perception is that strategy is only a pre-occupation for very senior managers, who potentially rely on the support of a highly trained team of specialists to provide information and insight on the present position of the firm in its industry and to generate a range of relevant strategic options. Helping to guide senior managers to decide which option, or combination of options, is the most appropriate direction for a firm to take...
eBook - ePubWhat's in a Name?
Advertising and the Concept of Brands
- David M Jones, Jan S. Slater(Authors)
- 2014(Publication Date)
- Routledge(Publisher)
...This is the power of Coca-Cola, Kodak, McDonald’s, and thousands of other brands. The advertising’s focus on added values of the brand helps to strengthen positive feelings about it. Advertising builds these added values by reinforcing positive experiences, providing user imagery that is relevant to the consumer, and demonstrating the effectiveness of the brand as well as its attractiveness. While the brand must have a coherent totality—the totality of what the brand offers to satisfy the consumer’s wants and needs, both functional and nonfunctional—advertising is an integral part of building added values and strengthening the appeal of the brand. The Development of a Strategy Now that we have established the basis of advertising and its limitations, we can turn our attention to the advertising strategy. What is a strategy? Basically, the word comes from the military. The dictionary definition is “the science and art of military command exercised to meet the enemy in combat under advantageous conditions.” 14 There is an obvious analogy between the military and advertising uses of the word. Brands battle in the marketplace, a very competitive zone. Much of the language is similar, with adjectives like “offensive,” “defensive,” and “aggressive.” We discuss “marketing warfare” and refer to category competition as the “cola wars” or “toy wars.” The key to winning—or overtaking the enemy—is to plan the attack that provides the strongest competitive advantage. The plan of attack in advertising is the strategy. Therefore, we can define advertising strategy as a method of identifying a plan of action that provides the brand a competitive advantage via advertising. The strategy provides an overview of the situation and direction with respect to which target has the greatest potential, what needs to be said to this audience to influence them, and the basic intent of the advertising. Why is an advertising strategy so important? There are four reasons. 1...
eBook - ePubClever Girl Finance: The Side Hustle Guide
Build a Successful Side Hustle and Increase Your Income
- Bola Sokunbi(Author)
- 2021(Publication Date)
- Wiley(Publisher)
...CHAPTER 4 Building Your Brand and Marketing Your Business Your potential customers need to know you, like you, and trust you. Then they’ll buy from you. #CLEVERGIRLSKNOW DEVELOPING THE LOOK AND FEEL OF YOUR BRAND Branding is an incredibly important part of a business. It is essentially the look and feel of your business, and it ties directly into the way your potential customers perceive your business. This perception includes what they think about your online presence, your storefront, and the actual products and services you have to offer. And this perception is also important for building likeability and trust. Branding is much more than just having a nice logo. So many people assume that once you have a nice logo, your branding is set, but a logo is just a small part of your overall brand. With so many businesses, products, and services competing for your potential customers’ attention, your brand can be your key differentiator among your competition. Developing the look and feel for your brand means creating a brand identity that ties into your business vision and mission, which we discussed earlier. Your brand identity is essentially made up of various components and design elements that create the image of your business for your customer. It includes your business name, logo, color palette, and typography/fonts. These pieces can then be leveraged to convey your brand identity through your website, storefront, social media presence, product packaging, customer emails, business cards, and more. An example of a popular company with a great brand identity is Apple. Its brand identity is clean, sleek, and modern. Simple fonts, simple palettes, and a simple yet unmistakable logo. All of these elements encourage Apple’s customers to focus on the technology and the quality of its products. You don’t necessarily need to see the logo to know its product...
eBook - ePubGlobal Brand Management
A Guide to Developing, Building & Managing an International Brand
- Laurence Minsky, Ilan Geva(Authors)
- 2019(Publication Date)
- Kogan Page(Publisher)
...The brand is dead. Why the brand is important to marketers In many ways, we have already shown the strategic importance of brands in the first chapter when we mentioned that it relieves the perceived risk of purchase. On a deeper level, for the marketer, strong brands have enabled them to charge more – think of it as a premium for the consumer on the purchase insurance. It enables them to bounce back quicker and easier should a crisis occur (providing the brand responds appropriately – think of the classic Tylenol tampering crisis of 1982, still studied in PR courses), protect against new brands from entering the field, improve internal cohesion, fuel consumer engagement and boost market capitalization, among other benefits. 1 Not so long ago, in the 1970s and 1980s, brands and branding rose to the level of being perceived as strategic assets. 2 As marketers started understanding the power of branding, they began to realize that it is much more than a logo, symbol or slogan, but rather its entire experience. 3 In fact, brand marketers should recognize that they should be able to remove the logo and the communication and/or experience should still feel inherently like the brand. 4 Branding and brand management are complicated subjects. Possibly because branding is not a science (science seeks to disprove the hypothesis and paradigms by continually testing them, whereas branding seeks to prove its foundation by executing tactics in the marketplace), there is no single theory or method to explain it and to help make it work. However, there are some disciplines, particularly from the social sciences, that can help us understand it. PSYCHOLOGY Knowing and understanding psychology is crucial for developing successful brands as well as understanding why they work. We believe that in this age, consumers control the destiny of brands, not the manufacturers. For manufacturers to be successful, they need to understand the needs and wants of consumers...
eBook - ePub- Simon Middleton(Author)
- 2012(Publication Date)
- Capstone(Publisher)
...In many companies the Marketing Director has been joined on the board, or even replaced, by the Brand Director. In other slightly more cautious companies the Marketing Director is closely supported by a Head of Brand or something similar. But what is brand and why has its star risen so? Brand is not (and this is where confusion often creeps in) fundamentally about logos, brand names or brand-advertising campaigns. Those things play a part, but they are not the brand in themselves. WHO YOU NEED TO KNOW Seth Godin The popular hero of hip modern marketers, Godin’s books are short, punchy, opinionated and fantastically popular. Eschewing the academic or corporate attitude to marketing, Godin treats the whole thing as a wild adventure. From his landmark 2002 book Purple Cow (arguably the first genuinely pop culture marketing book and certainly the bestselling book on the topic of the noughties) through to the provocatively titled All Marketers Are Liars (and several more), Godin is always trying to persuade businesses to be ‘remarkable’, crucially through the telling and bringing to life of great (and authentic) stories. Invigoratingly direct and often very funny, Godin has done much to make the concept of brand as meaning understood on a wide scale. BRAND AS A SET OF MEANINGS Brand is defined most simply as being a set of meanings that consumers, customers (in fact any members of all a company’s audiences) carry around in their heads and hearts. To put it another way, a product’s or company’s or individual’s brand can be said to be the sum total of all the things that people think, feel, suspect, imagine, believe, wish, and say about it. In Chapter 3 we looked at ‘positioning’ and saw that this too is concerned with meaning (we used the word perception)...
