DP - Branding [LESSON]

Branding

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

Other facts about brands:

  • The word "brand" is derived from the old horse brand meaning "to burn," which refers to the practice of producers burning their mark (or brand) onto their products.
  • During the Industrial Revolution, the production of many household items, such as soap, was moved from local communities to centralized factories where they were branded with a logo or insignia, extending the meaning of "brand" to that of trademark.
  • All of a brand's elements (i.e., logo, color, shape, letters, and images) work as a psychological trigger or stimulus that causes an association to all other thoughts we have about a brand.
  • Brands provide external cues to taste, design, performance, quality, value, and prestige if they are developed and managed properly.
  • Brands convey positive or negative messages about a product. They also indicated the company or service to the consumer, which is a direct result of past advertising, promotion, and product reputation.

A brand can convey up to six levels of meaning: Attributes, Benefits, Values, Culture, Personality and User.

Example

Mercedes-Benz Attributes: The Mercedes-Benz suggests expensive, well-built, well-engineered, durable, high-prestige automobiles. Benefits: Attributes must be translated into functional and emotional benefits. Values: Mercedes stands for high performance, safety, and prestige. Personality: The brand projects a certain personality. User: The brand suggests the kind of consumer who buys and uses the product.

  • Trademark

    A trademark is a distinctive sign or indicator used by a business organization, or other legal entity to identify the products or services with which the trademark appears originate from a unique source, designated for a specific market. It also distinguishes its products or services from those of other entities.

    Trademarks or logos for a variety of cars.

  • Trade Character

Animals, people, or objects that are used to advertise a good or service, that come to be associated with that good or service.

Trade characters:

Michelin Man M&M Red Man - Self-confident Tony the Tiger The Geico Gecko

 

  • Corporate Branding

Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand acceptance to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer.

Various Disney brands - Media Networks, Parks and Resorts, Studios, Consumer Products, Interactive

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