Brand

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Brand is a name, term, design, symbol or other feature that distinguishes the organization or product from its competitors in the eyes of the customer. Brands are used in business, marketing, and advertising. Brand names are sometimes distinguished from common brands or stores.

The practice of branding is thought to begin with the ancient Egyptians who are known to have been involved in the branding of cattle as early as 2,700 BC. Branding is used to distinguish one person's cow from another by using a special symbol that is burned into the animal's skin with a hot branding iron. If someone steals the animals, anyone can detect the symbol and deduce the real owner. However, this term has been extended to mean a strategic personality for a product or company, so the 'brand' now shows the value and promise that consumers can feel and buy. Over time, the practice of branding objects is extended to the various packaging and goods offered for sale including oil, wine, cosmetics, and fish sauce.

Branding is a set of marketing and communication methods that help differentiate a company or product from a competitor, aimed at creating a lasting impression on the mind of the customer. The main components that make up the brand toolbox include brand identity, brand communication (such as logos and trademarks), brand awareness, brand loyalty, and branding strategies. Many companies believe that there is often little difference between several types of products in the 21st century, and therefore branding is one of several forms of product differentiation left over.

Brand equity is a measurable totality of a brand's value and is validated by assessing the effectiveness of these branding components. As markets become increasingly dynamic and fluctuating, brand equity is a marketing technique to increase customer satisfaction and customer loyalty, with side-effects such as reducing price sensitivity. A brand is basically a promise to its customers about what they can expect from their products, as well as emotional benefits. When a customer is familiar with a brand, or likes it more than its competitors, this is when a company has reached a high level of brand equity. Specific accounting standards have been designed to assess brand equity. In accounting, a brand that is defined as an intangible asset, is often the most valuable asset in the company's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand appraisal is an important management technique that illustrates the value of money for a brand, and allows marketing investment to be managed (eg: prioritized across the brand portfolio) to maximize shareholder value. Although only the acquired brand appears on the company's balance sheet, the idea of ​​putting value on the brand forces the marketing leader to focus on long-term brand management and value management.

The word 'brand' is often used as a metonym that refers to a company heavily identified with the brand. Marque or make is often used to denote motor vehicle brands, which can be distinguished from car models. The concept brand is a brand associated with abstract concepts, such as breast cancer awareness or environmentalism, rather than specific products, services, or businesses. The commodity brand is a brand associated with commodities.

Video Brand

Etymology

The word, brand , comes from its original and current meaning as an agitator, a piece of burned wood. The word is derived from Old High German, Brinnan and Old English byrnan , biernan , and brinnan via Middle English as birnan and brond . Torches are used to mark items such as furniture and pottery, and to permanently burn identification marks into the skin of slaves and livestock. Later, the torches were replaced with iron branding. The sign itself takes the term and becomes closely related to the craftsman's product. Through the association, the term has finally gained meaning today.

Maps Brand

History

Branding and labeling has a very ancient history. Branding may begin with the practice of cattle branding to prevent theft. The image of branding of oxen and livestock has been found in the ancient Egyptian tomb, which is about 2,700 BC. Over time, the buyer realizes that the brand provides information about origin and ownership, and can be used as a guide to quality. Branding is adapted for use on other types of goods such as pottery and ceramics. Some form of branding or proto-branding emerges spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. The seal, acting as a quasi-brand, was found in early Chinese products of the Qin Dynasty (221-206 BC); a large number of seals from Harappan civilization in the Indus Valley (3300-1300 BC) where local communities are heavily dependent on trade; cylinder seals introduced in Ur, Mesopotamia in about 3,000 BC and facilitate the labeling of goods and property; and the use of pottery marks is common in ancient Greece and the sign of Roman identity, such as stamps on ceramics, was also used in ancient Egypt.

Diana Twede argues that "consumer packet protection, utility and communication functions have been required when packets are transaction objects" (p.107). He has pointed out that the amporas used in Mediterranean trade between 1,500 and 500 BC show various forms and marks, which consumers use to gather information about the type of goods and quality. The systematic use of labels marked dates from around the 4th century BC. In a largely pre-literacy society, the amphora and pictorial forms convey information about the content, the origin region and even the producer's identity that is understood to convey information about the quality of the product. David Wengrow argues that branding is necessary after the urban revolution in ancient Mesopotamia in the 4th century BC, when large-scale economies began to produce bulk commodities such as alcohol, cosmetics and textiles. This ancient society implements a strict form of quality control over commodities, and it is also necessary to convey value to consumers through branding. Manufacturers start by installing simple stone seals for products that, over time, are converted into clay seals with impressive images, often attributed to the personal identity of the manufacturer to give the product a personality. Not all historians agree that these signs are comparable to modern brands or labels, with some suggesting that the early pictorial brand or simple fingerprints used in pottery should be called proto-brand while other historians argue that the presence of a mark -this simple mark does not imply that a mature brand management practice is being played.

A number of scientific studies have found evidence of branding, packaging and labeling in ancient times. Archaeological evidence of pottery stamps has been found throughout the Roman Empire and in ancient Greece. Stamps are used on bricks, pottery, storage containers, and fine ceramics. Pottery signs are commonplace in ancient Greece in the 6th century BC. A vase made in about 490 BC contains the inscription "Sophilos painted me" indicating that the object was made and painted by a single craftsman. Branding may be needed to support the extensive trade in the pot. For example, a 3rd-century Gaulish pot, containing the names of famous craftsmen and places of manufacture such as Attianus Lezoux, Tetturos of Lezoux and Cinnamus of Vichy, have been discovered as far as Essex and Hadrian's Wall in England. British artisans based in Colchester and Chichester used stamps on their ceramic items in the 1st century. The use of excellence, a type of brand, on the date of precious metals up to about the 4th century. A series of five signs have been found on the Byzantine silver date from this period.

Some of the earliest use of the earliest creators, aged around 1,300 BC, have been found in India. The oldest generic brand, used continuously in India since the Vedic period (about 1,100 BC to 500 BC), is an herbal paste known as Chyawanprash , consumed for its recognized health benefits and is associated with a respected < i> rishi (or seer) named Chyawan. One well-documented from the beginning, a very well-developed brand example is the brand of sewing needle White Rabbit , from the Chinese Song Dynasty (960-1127 CE) period. A copper plates used to print posters containing messages, which are roughly translated as: "Liquid Needle Shop Jinan Liu: We buy high quality steel rods and make good quality needles, ready for use at home in no time." This plate also includes trademarks in the form of 'White Rabbit' which denotes luck and is highly relevant to women, who are the main buyers. The details in the pictures show the herb breaking rabbit, and include suggestions for buyers to see for the white bunny stone in front of its maker shop.

In ancient Rome, trademarks or inscriptions applied to objects offered for sale, are known as titulus pics. Such inscriptions usually include information such as the place of origin, destination, product type and sometimes the claim of quality or the name of the manufacturer. The Roman sign or inscription is applied to a wide range of items including, pots, ceramics, amphorae (storage containers/shipment) and oil lamps manufactured in the factory. Carbonized bread, found in Herculaneum, shows that some bread makers branded their bread with the manufacturer's name. Roman glass makers branded their works, with Ennion being the most prominent.

One of the traders who used the pictulus pictus was Umbricius Scauras, a producer of fish sauce (also known as garum) in Pompeii, around 35 AD. The mosaic pattern in the atrium of his house is decorated with amphorae images with a personal brand and quality claims. The mosaic consists of four different amphoras, one at each corner of the atrium, and the bearing label as follows:

1. G (ari) F (los) SCO [m]/SCAURI/EX OFFI [ci]/NA SCAU/RI Translated as "Flower garum, made of mackerel, Scaurus product, from Scaurus shop"

2. LIQU [minis]/FLOS Translated as: "Liquamen Flowers"

3. G [ari] F [los] SCOM [bri]/SCAURI Translated as: "Flower garum, made of mackerel, Scaurus product"

4. LIQUAMEN/OPTIMUM/EX OFFICI [n]/A SCAURI Translated as: "The best liquamen, from the shop of Scaurus"

Scauras fish sauce is known to have very high quality throughout the Mediterranean and its reputation goes as far as modern France. Both in Pompeii and near Herculaneum, archaeological evidence also shows evidence of branding and labeling that is relatively commonly used in a wide variety of goods. Wine urns, for example, are stamped with names, such as "Lassius" and "L. Eumachius;" may be a reference to the producer's name.

The use of identity marks on products declined after the fall of the Roman Empire. However, in the Middle Ages with the emergence of merchant guilds, the use of signs reappeared and was usually associated with certain types of goods. In the thirteenth century, the use of a maker's mark was evident in a wide variety of goods. In 1266, the makers' signs on the bread became mandatory. The Italians used the brand in the form of water marks on paper in the 13th century. Blind stamps, trademarks and silver markers, all kinds of brands, became widely used throughout Europe during this period. Markers, though known from the 4th century, mainly in Byzantium, only fall into common usage during the period of the Middle Ages. Markers for silver and gold were introduced in England in 1300.

Some brands, still in existence, date from the mass production periods of the 17th, 18th and 19th centuries. Bass & amp; The company, the British brewery founded in 1777, is a pioneer in international brand marketing. Years before 1855, Bass applied a red triangle to his Pale Ale barrel. In 1876 their red triangle brand became the first registered trademark issued by the British government. Tate & amp; Lyle of Golden Syrup is known by Guinness World Records as the oldest British and branding brand in the world, with its green-and-gold packaging almost unchanged since 1885. Twinings Tea has used the same logo - capital letters below the symbol of the lion - since 1787, making it the world's oldest in sustainable use.

The widespread use of modern brands is associated with mass marketing of the 19th century that comes from the emergence of packaged goods. Industrialization displaces the production of many household items, such as soap, from local communities to centralized factories. When delivering their goods, the factories will literally label their logo or corporate symbol on the barrel used, effectively using the company's trademark as a pseudo brand.

The factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market - to customers who were previously only familiar with locally produced goods. It quickly became clear that the generic soap package had difficulty competing with familiar local products. Manufacturers of packaged goods are required to convince the market that the public can place the same confidence in non-local products. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products in the market. Marketers soon realize that the brands are attached to the brands of competitors that are attached to the brand. In the 1880s, major producers have learned to inspire their brand identity with personality traits such as youth, fun, sex appeal, luxury or 'cool' factors. It begins a modern practice now known as branding, where consumers buy brands rather than products and rely on brand names instead of retailers.

The process of branding "human" characteristics is, at least in part, a response to consumer concerns about mass produced goods. The Quaker Oats company started using the Quaker Quaker image in lieu of a trademark from the late 1870s, with great success. Pear soap, Campbell soup, Coca-Cola, Juicy Juice gum, and Aunt Jemima's pancake mix are also one of the first "branded" products in an effort to enhance consumer familiarity with product benefits. Other brands from that era, such as Uncle Ben's rice and Kellogg breakfast cereals, illustrate the trend.

In the early 1900s, the trade press, advertising agencies and advertising experts began producing books and pamphlets urging manufacturers to bypass retailers and advertise directly to consumers with strong branded messages. Around the year 1900, the advertising guru, James Walter Thompson, published a home ad that explained trademark advertising. This is the earliest commercial explanation of what is now known as modern branding and the beginning of brand management. This trend continued into the 1980s, and is now measured in concepts such as brand value and brand equity. Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris bought Kraft six times the value of the company on paper. Business analysts have reported that what they really buy is their brand name.

With the advent of mass media in the early 20th century, companies soon adopted a technique that would enable their message to stand out; slogans, mascots, and jingles began to appear on radio in the 1920s and early television in the 1930s. Many of the earliest series of radio dramas sponsored by soap manufacturers and the genre were known as soap operas.

In the 1940s, manufacturers began to recognize the way in which consumers develop relationships with their brands in a social/psychological/anthropological sense. Advertisers are beginning to use motivational research and consumer research to collect insights about consumer purchases. Strong branded campaigns for Chrysler and Exxon/Esso, using research methods drawn from pischology and cultural anthropology, lead to some of the most enduring campaigns of the 20th century. Brand advertisers begin to inspire goods and services with personality, based on the view that consumers are looking for a brand with a personality that suits their personality.

April 2, 1993, or Friday Marlboro, is often considered a brand death. Philip Morris, after more than 50 years of investing in advertising to build a premium brand image, announced a 20% price cut for Marlboro cigarettes to compete with generic cigarettes. In response to the announcement, advertising spending declined and Wall Street shares dragged on for a large number of branded companies: Heinz, Coca-Cola, Quaker Oats, PepsiCo, Tide, and Lysol. Some analysts consider the event to signal the beginning of a trend toward "brand blindness" (Klein 13), questioning the power of "brand value", but its downfall proved to be short-lived.

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Drafts

Effective branding can result in higher sales not just from one product, but from other products associated with that brand. If a customer likes the Pillsbury biscuit and trusts the brand, he is more likely to try other products offered by the company - such as chocolate chip cookies, for example. Brand development, often the task of the design team, takes time to produce.

Brand name and trademark

The brand name is part of a brand that can be spoken or written and identify a product, service, or company and distinguish it from other comparable products in a category. Brand names may include words, phrases, signs, symbols, designs, or combinations of these elements. For consumers, the brand name is "heuristic memory"; easy way to remember preferred product selection. Brand names should not be confused with trademarks referring to brand names or parts of legally protected brands. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the typical Spencerian script and contoured form from the bottle.

Company brand identity

Simply put, the brand identity is a set of individual components, such as name, design, set of images, slogans, vision, design, writing style, font or symbol, etc. Which sets the brand from others. In order for a company to exude a strong sense of brand identity, the company must have a deep understanding of its target market, its competitors, and the surrounding business environment. Brand identity includes an extended core identity and identity. The core identity reflects a long-term association consistent with the brand; while extended identity involves the intricate details of the brand that help generate a constant motive.

According to Kotler et al. (2009), brand identity can provide four levels of meaning:

1. attribute
2. benefits
3. value
4. personality

The Attribute brand is the set of labels the corporation wants to associate. For example, brands can show their primary attributes as being environmentally friendly. However, brand attributes alone are not enough to persuade customers to buy products. These attributes must be communicated through the benefits , which is a more emotional translation. If the attributes of a brand are environmentally friendly, customers will benefit from the feeling that they are helping the environment by associating with the brand. Apart from these attributes and benefits, brand identity can also involve branding to focus on representing the core set of values ​​. If a company is seen to symbolize certain values, it will, in turn, attract customers who also believe in these values. For example, the Nike brand represents the value of a "do it" attitude. Thus, this brand identification form attracts customers who also share this same value. Even wider than the perceived value is the brand personality . Quite literally, one can easily describe a successful brand identity as if it were someone. This form of brand identity has proven to be the most profitable in maintaining long-term relationships with consumers, as it gives them a sense of personal interaction with brands Collectively, all four forms of brand identification help provide a strong sense behind what the company hopes to achieve, and to explains why customers should choose one brand over their competitors.

Brand personality

Brand personality refers to "a set of human personality traits that apply to and are relevant to the brand." Consumer marketers and researchers often argue that brands can be imbued with human-like characteristics that resonate with potential customers. Such personality traits can help marketers create unique brands, which are distinguished from competing brands. Aaker conceptualizes the five-dimensional brand personality, namely: sincerity, excitement, competence, sophistication, and rudeness. Further research studies have shown that Aaker brand personality dimensions are relatively stable across industries, market segments and over time. Much of the literature on branding shows that consumers prefer brands with personalities that are in harmony with their own brands.

Consumers can distinguish the psychological aspect (brand associations such as thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, etc. that become brand related) of a brand from the experience aspect. The experience aspect consists of the sum of all points of contact with the brand and is called the consumer brand experience . Brands are often meant to create an emotional response and recognition, leading to potential loyalty and repeat purchases. Brand experience is a brand action that a person perceives. The psychological aspect, sometimes referred to as the brand image, is a symbolic construction created in the minds of people, consisting of all information and expectations associated with a product, by service, or by the company providing them.

The marketer or product manager responsible for branding seeks to develop or align expectations behind the brand experience, creating the impression that the brand associated with the product or service has certain qualities or characteristics that make it special or unique. Therefore, brands can be one of the most valuable elements in the advertising theme, as it shows what the brand owner can offer in the marketplace. The art of creating and maintaining a brand is called brand management. The orientation of the whole organization to its brand is called brand orientation. Brand orientation evolves in response to market intelligence.

Careful brand management seeks to make the product or service relevant and meaningful to the target audience. Marketers tend to treat brands more than the difference between the actual cost of a product and its selling price; not the brand represents the sum of all the valuable qualities of a product to the consumer and is often treated as a total investment in brand building activities including marketing communications.

Consumers may look at branding as an aspect of a product or service, as it often serves to show an interesting quality or characteristic (see also brand promise). From a brand owner's perspective, a branded product or service can request a higher price. Where two products resemble each other, but one product does not have a related brand (such as generic products, brands), potential buyers may often opt for a more expensive branded product based on perceived brand quality or brand owner reputation.

Brand awareness

Brand awareness involves a customer's ability to remember and/or recognize brand, logo, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands help customers to understand the constellation of benefits offered by individual brands, and how a particular brand in a category is differentiated from a competing brand, and thus that brand helps customers & amp; potential customers understand which brands meet their needs. Thus, the brand offers customers a shortcut to understand the various offers of products or services that make up certain categories.

Brand awareness is a key step in the customer purchasing decision process, because some kind of awareness is a prerequisite to buy. That is, customers will not consider the brand if they do not realize it. Brand awareness is a key component in understanding the effectiveness of brand identity and its communication methods. Successful brands are brands that consistently generate high-level brand awareness, as these are often important factors in securing customer transactions. Various forms of brand awareness can be identified. Each shape reflects the different stages in the customer's cognitive ability to overcome the brand under certain circumstances.

Marketers usually identify two different types of brand awareness; brand recall (also known as uniated recall or sometimes spontaneous withdrawal) and brand recognition (also known as < i> assisted recall brand ). This type of awareness operates in a way that is entirely different from the important implications for marketing and advertising strategies.

• Most companies aim for the "Top-of-Mind" that occurs when a brand comes to the consumer's mind when asked to name the brand in the product category. For example, when someone is asked to mention the type of facial tissue, the general answer, "Kleenex", will represent a top-of-mind brand. Awareness of the mind is a special case of brand recall.
• Brand remember (also known as brand awareness without help or spontaneous consciousness ) refers to a brand or set of brands that a consumer can generate from memory when requested with product category
• Brand recognition (also known as assisted brand awareness ) occurs when a consumer sees or reads a list of brands, and expresses familiarity with a particular brand only after they hear or view it as a kind memory assistant.
• Strategic awareness occurs when a brand not only puts consumers first, but also has a distinctive quality that consumers perceive as making it better than any other brand in a particular market. The difference (s) that set the product apart from the competition is/also known as a unique selling point or USP.

Brand recognition

Brand recognition is one of the early phases of brand awareness and validates whether customers remember being exposed to the brand. Brand recognition (also known as branded aided help ) refers to a consumer's ability to properly distinguish brands when they come into contact with them. This does not necessarily require consumers to identify or remember the brand name. When customers experience brand recognition, they are triggered by visual or verbal cues. For example, when looking to meet the needs of categories such as toilet paper, customers will first be presented with several brands to choose from. Once a customer is visually or verbally confronted with a brand, he or she may remember being introduced to the brand before. When given several types of cues, consumers who can take certain memory nodes that refer to the brand, they show brand recognition. Often, this brand awareness form helps customers choose a brand over other brands when faced with low purchasing decisions.

Brand recognition is often a brand awareness mode that operates in retail shopping environments. When presented with a product at the point of sale, or after viewing its visual packaging, the consumer can recognize the brand and may be able to associate it with the attributes or meanings obtained through promotional or word-of-mouth referral. Unlike brand recall, where some consumers can spontaneously remember the brand name in a certain category, when requested by brand name, a large number of consumers usually can recognize it.

Brand recognition is the most successful when people can gain recognition without being explicitly exposed to a company name, but through visual markers such as logos, slogans, and colors. For example, Disney successfully marked the script font in particular (originally created for Walt Disney's "signature" logo), used in the logo for go.com.

Brand reminder

Unlike brand recognition, the brand remember (also known as brandless withdrawal or spontaneous brand withdrawal is the ability of customers to take the brand correctly from memory instead of given the choice of several brands to meet the needs, consumers are faced with the needs first, and then must remember the brand from their memory to meet those needs.The level of brand awareness is stronger than brand recognition, as the brand must be completely cemented in the consumer's memory to allow memory without warning, this gives the company a big advantage over its competitors because customers are already willing to buy or at least know the company's offerings available in the market.Thus, brand memory is a confirmation that the previous branding point has been successfully fermented in the minds of its customers.

Mixed-marketing modeling can help marketing leaders optimize how they spend their marketing budget to maximize impact on brand awareness or on sales. Managing brands for value creation will often involve applying mixed-marketing modeling techniques in conjunction with brand appraisal.

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Brand element

Brands usually consist of various elements, such as: Name

• : words or words used to identify a company, product, service, or concept
The
• logo: a visual trademark that identifies a brand
• slogan or slogan: "Fast Top Choice" is tied to a Bounty paper towel
The
• graph: "dynamic band" is a part of the Coca-Cola trademark
• shape: Coca-Cola's distinctive shape and Volkswagen Beetle are trademark brand elements
• colors: instant recognition that consumers have when they see Tiffany & amp; Co's robin's egg blue (Pantone No. 1837). Tiffany & amp; Co was a trademark of color in 1998.
• is heard: unique notes or series of notes can indicate a brand. The NBC bell gives a famous example.
• aroma: rose-jasmine-musk fragrance from Chanel No. 5 is a trademark
• tastes: Kentucky Fried Chicken has trademark recipes in particular of eleven herbs and spices for fried chicken
Movement
• : Lamborghini has trademark upward motion from its car door

Brand communication

Although brand identity is considered the most fundamental asset of brand equity, the value of the brand identity will become obsolete without continuous brand communication. Integrated marketing communications (IMC) relate to how a brand transmits a consistent message that is clear to its stakeholders. The five main components consist of IMC:

1. advertise
2. sales promotion
3. direct marketing
4. private sales
5. public relations

The effectiveness of brand communication is determined by how accurately customers perceive the intended message of the brand through its IMC. Although IMC is a broad strategic concept, the most important elements of brand communication are characterized by how brands send messages and what point of contact the brand uses to connect with its customers.

One can analyze traditional communication models into several consecutive steps:

• First, the source/sender wants to deliver the message to the recipient. This source must encode the intended message in a way that the recipient can understand.
• After the encoding stage, the formation of the message is completed and drawn through the selected channel. In IMC, channels may include media elements such as ads, public relations, sales promotions, etc.
• It is at this point that messages can often hinder their original purpose because the message has to go through a parsing process, which can often lead to undesirable misinterpretations.
• Finally, the recipient picks up a message and tries to understand what the sender is trying to convey. Often, messages may be incorrectly received due to noise in the market, caused by "... unplanned static or distortion during the communication process".
• The final stage of this process is when the recipient responds to a message, received by the original sender as a feedback.

When a brand communicates a brand identity to a recipient, it will face the risk of the recipient misinterpreting the message. Therefore, brands must use appropriate communication channels to positively "... affect how the psychological and physical aspects of a brand are considered"

In order for brands to communicate effectively with customers, marketers must "... consider all contact points, or contact sources, that customers have with the brand". The touch point represents the channel stage in the traditional communication model, where the message is sent from the sender to the recipient. Every point where customers have branded interactions - whether watching television ads, hearing about a word of mouth brand, or even paying attention to a branded license plate - determines the point of touch. According to Dalen et al. (2010), every touch point has a "... potential to add positives - or negative presses - associations to brand equity." So the brand IMC must cohesively convey a positive message through the appropriate point of contact associated with its target market. One methodology involves using sensory stimulation points to activate the customer's emotions. For example, if a brand consistently uses a pleasant smell as the main point of contact, the brand has a much higher chance of creating a lasting effect that is positive on its customer's senses and memory. Another way a brand can ensure that it utilizes the best communication channels, is by focusing on contact points that correspond to specific areas related to the customer experience. As suggested in Figure 2, certain contact points connect to a certain stage in the customer's brand engagement. For example, brands can recognize that the advertising contact point is most effective during the pre-purchase experience stage so they can target their ads to new customers rather than to existing customers. Overall, brands have the ability to strengthen brand equity by using IMC branding communications via touch points.

Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics, and attributes to consumers. One method of brand communication that companies can exploit involves electronic word-of mouth (eWOM). EWoM is a relatively new approach identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNS) such as Twitter. A study found that consumers classify their relationship with the brand more closely if the brand is active on certain social media sites (Twitter). Further research found that the more consumers "retweet" and communicate with a brand, the more they trust the brand. This shows that companies can look to use social media campaigns to gain consumer trust and loyalty and in an effort to communicate brand messages.

McKee (2014) also looks into brand communications and states that when communicating a brand, companies should look to simplify their message as this will lead to more depicted values ​​as well as an increased opportunity for consumers to remember and recognize brands.

In 2012 Riefler states that if a company that communicates a brand is a global organization or has a global goal in the future, the company must find ways to use communication methods that attract consumers globally, and then choose the method of communication with would be internationally understood. One way companies can do this is by choosing the name of the product or service mark, because this name must match the market you want to enter.

It is important that if the company wants to develop a global marketplace, the company's name must also fit within different cultures and not cause any violation or misunderstanding. It has also been found that when communicating a brand a company needs to realize that they should not only visually communicate their brand message and should take advantage of the depiction of their message through multi-sensory information. One article shows that other senses, apart from vision, should be targeted when trying to communicate the brand with consumers. For example, jingle or background music can have a positive effect on brand recognition, purchasing behavior, and brand recall.

Therefore, when looking to communicate a brand with a selected consumer, companies should investigate the most suitable communication channel for their short and long term goals and should select the communication methods most likely to be followed by those selected consumers. The suitability between product, consumer lifestyle, and endorser is important for the effectiveness of brand communication.

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Global brand variables

Brand name

The term "brand name" is often used interchangeably with the "brand", although it is more appropriately used to specifically indicate the written or oral linguistic element of any product. In this context, "brand name" is a type of trademark, if the brand name exclusively identifies the brand owner as a commercial source of the product or service. Brand owners may attempt to protect proprietary rights associated with the brand name through trademark registration - such trademarks are called "Registered Trade Marks". The advertising spokesman also became part of several brands, for example: Mr. Whipple from Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes. Placing value on a brand by brand assessment or using different marketing mix modeling techniques to honor the trademark.

Brand name type

Brand names come in many styles. Some include:

• initialism : names created from initials, such as "UPS" or "IBM"
• descriptive : names that describe the benefits or functions of the product, such as "Whole Foods" or "Toys R 'Us"
• alliteration and rhyme : names that are pleasant to say and inherent in the mind, such as "Reese Pieces" or "Dunkin 'Donuts"
• evocative : a name that can evoke a clear image, such as "Amazon" or "Crest"
• neologisms : artificial words, such as "Wii" or "HÃÆ'¤agen-Dazs"
• foreign words : the adoption of words from other languages, such as "Volvo" or "Samsung"
• the name of the founder : using real person names, (especially founder names), such as "Hewlett-Packard", "Dell", "Disney", "Stussy" or "Mars"
• geography : naming for famous regions and buildings, such as "Cisco" or "Fuji Film"
• personification : takes the name of the myth, such as "Nike"; or from the minds of the advertising executives, such as "Betty Crocker"
• punny : some brands make their names by using silly words, such as "Lord of the Fries", "Wok on Water", or "Eggs Eggscetera"
• combinations : merge multiple words together to create them, such as "Microsoft" ("microcomputers" and "software"), "comcast" ("communications" and "broadcast"), "evernote" ("forever" and "note"), "Vodafone" ("voice", "data", "phone")

The act of associating a product or service with a brand has become part of pop culture. Most products have some sort of brand identity, from regular table salt to designer jeans. Brandnomer is a brand name that everyday becomes a common term for products or services, such as Band-Aid, Nylon, or Kleenex - often used to describe brands of adhesive bandages; all kinds of socks; or a brand of face network respectively. Xerox, for example, has become synonymous with the word "copy".

Brand line

The brand line allows the introduction of various subtype products under common brand names, ideally established. Examples are Kinder Chocolates by Ferrero SA, subtype Coca-Cola, or a popular brand-specific edition. See also brand extensions.

Brand identification

The Open Knowledge Foundation was created in December 2013 BSIN (Brand Standard Identification Number). BSIN is universal and is used by the Open Material Knowledge Products Working Group to assign a brand to a product. The OKFN Brand Repository is very important for the Open Data movement.

Brand identity

Exterior expressions of the brand - including names, trademarks, communications, and visual appearance - are the brand identity. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to see the brand - and with the company extension, organization, branded product or service. This is different from the brand image, which is a customer's mental picture of a brand. Brand owners will attempt to bridge the gap between brand image and brand identity. Brand identity is very important for the introduction of consumers and symbolizes the brand differentiation of competitors.

Brand identity is what the owner wants to communicate to potential consumers. However, over time, the brand identity of a product can gain (evolve), acquire new attributes from the consumer's perspective but not necessarily from the marketing communications owned by an owner, seeping into targeted consumers. Therefore, the business of consumer brand association research.

Visual brand identity

A brand can also be used to attract customers by a company, if a company's brand is established and has good faith. The recognition and perception of a brand is strongly influenced by its visual presentation. The brand's visual identity is the overall look of the communication. An effective visual brand identity is achieved by consistently using certain visual elements to create distinction, such as certain fonts, colors, and graphic elements. The core of any brand identity is a brand, or logo. In the United States, brand identity and logo design naturally grew out of the Modernist movement in the 1950s and greatly appealed to the principles of the movement - simplicity (Mies van der Rohe's principle of "Less") and geometric abstraction. These principles can be observed in the pioneering work of visual brand identity design practices, such as [Lippincott and Margulies], Paul Rand, Chermayeff & amp; Geismar (later Chermayeff, Geismar & Haviv), and Saul Bass. As part of the corporate brand identity, the logo must complement the company's messaging strategy. Effective logos are simple, easy to remember, and work well in any media including online and offline apps.

Color is a very important element of visual brand identity and color mapping provides an effective way to ensure color contribute to differentiation in a visually messy market (O'Connor, 2011).

Brand trust

Brand trust is the intrinsic 'trust' generated by each entity. In the commercial world, the intangible aspect of brand trust affects the behavior and performance of business stakeholders in many interesting ways. It creates the foundation of a strong brand that connects with all stakeholders, turning simple consciousness into a strong commitment. This, in turn, the metamorphosis of normal people who have direct or direct shares in the organization become special ambassadors, leading to mutual benefits such as easier acceptance of brand extension, premium perception, and acceptance of temporary quality deficiencies. Brand trust is often used as an important part in developing business depictions globally. Foreign companies will often use names related to quality, to entrust the brand itself. An example is a Chinese company that uses the German name.

Brand Trust Report is a syndicated main research that has presented this brand trust metrics. This is the result of the actions, behaviors, communications, and attitudes of an entity, with the result that most beliefs arise from its component of action. The actions of the entity are the most important in creating trust in all audiences directly involved with the brand, the ultimate experience of bringing the primary audience. However, communication tools play an important role in transferring the experience of trust to audiences who have never experienced a brand, a very important secondary audience.

Brand parity

Brand parity is the customer perception that some brands are equivalent. This means that buyers will buy in groups of received brands rather than choosing one particular brand. When brand parity operates, quality is often not a major concern because consumers believe that there is little difference in quality.

src: www.marketingdonut.co.uk

Expanding brand role

The initial goal of branding is to simplify the process of product identification and differentiation. Over time, manufacturers began using branded messages to brand a unique personality. Brands come to embrace a performance or promise benefit, for the product, of course, but ultimately also for the company behind the brand.

Today, brands play a much bigger role. Brands have been co-opted as a powerful symbol in the larger debate about economics, social issues, and politics. The power of brands to deliver complex messages quickly, with emotional impact and with brand ability to attract the attention of the media, makes it an ideal tool in the hands of activists. Cultural conflict over the meaning of a brand has also been shown to influence the diffusion of an innovation.

src: brand-etiquette.com

Branding strategy

Company name

Often, especially in the industrial sector, it's just the name of the promoted company (leading to one of the most powerful branding statements: said just before the company's downgrade.This approach did not work as well for General Motors, who recently overhauled how its corporate brand relates with a product brand.) Precisely how the company name associated with the name of the product and service is known as the brand architecture. Decisions about the company's name and product name and their relationship depend on more than a dozen strategic considerations.

In this case, strong brand names (or company names) are manufactured as vehicles for various products (eg, Mercedes-Benz or Black & Decker) or various subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in English).

Individual branding

Each brand has a separate name (such as Seven-Up, Kool-Aid, or Nivea Sun (Beiersdorf), which can compete with other brands from the same company (eg, Persil, Omo, Surf, and Lynx all owned by Unilever).

Challenger brand

The challenger's brand is a brand in an industry where it is not a market leader or a specialized brand. The Challenger brand is categorized by a mindset that sees them as having business ambitions beyond conventional resources and an intention to bring change to the industry.

Multiproduct branding strategy

A multiproduct branding strategy is when a company uses one name across their product in a product class. When the company's trade name is used, multiproduct branding is also known as corporate branding, family branding or umbrella branding. Examples of companies that use corporate branding are Microsoft, Samsung, Apple, and Sony as the company's brand names are identical to their trade names. Other examples of multiproduct branding strategies include Virgin and Church & amp; Dwight. Virgin, a multinational conglomerate uses a punk-inspired red logo with iconic marks for all its products ranging from airlines, hot air balloons, telecommunications to healthcare. Church & amp; Dwight, manufacturer of household products featuring Arm & amp; Destroy the family brand name for all its products that contain baking soda as the main ingredient. Multiproduct branding strategy has many advantages. This capitalizes on brand equity as consumers who have good experience with products in turn will forward these positive opinions to additional objects in the same product class when they share the same name. As a result, the multiproduct branding strategy enables the expansion of the product line.

Product line extensions

The product line extension is a procedure of entering new market segments in its product class using the current brand name. An example of this is the Campbell Soup Company, especially the manufacturer of canned soups. They use a multiproduct branding strategy through a soup line extension. They have over 100 flavors of soup that feature varieties such as Campbell's regular, chunky, freshly brewed, organic soup and soup on the go. This approach is considered beneficial because it can result in lower promotional and advertising costs because the same name is used on all products, thereby increasing the level of brand awareness. Although, line extensions have potential negative results with one of them being that other items in the company's line may be harmed due to the sale of the extension. Path extensions work best when they deliver an increase in company revenue by attracting new buyers or by removing sales from competitors.

Subbranding

Subbranding is used by certain multiproduct branding companies. Subbranding combines corporate, family, or umbrella brands with new brand recognition to differentiate parts of the product line from others across the brand system. Subbranding helps articulate and build offers. This can change the brand identity as subbranding can modify the association of the parent brand. Examples of successful subbranding can be seen through Gatorade and Porsche. Gatorade, a sports-themed sports-and-beverage manufacturer, effectively introduces Gatorade G2, a low-calorie Gatorade drink. Likewise, Porsche, a special carmaker managed to market its bottom line, the Porsche Boxster and the higher end line, the Porsche Carrera.

Brand extension

Brand extension is a system using the current brand name to enter different product classes. Having a strong brand equity allows for brand extension. However, brand extension has its disadvantages. There is a risk that too much use for a single brand name can make the market too dense to produce a fuzzy and weak brand for consumers. Examples of brand extensions can be seen through Kimberly-Clark and Honda. Kimberly-Clark is a company that manufactures personal care and health products that are able to extend the Huggies brand throughout the line of toiletries for toddlers and babies. The success of this brand extension strategy is seen in $ 500 million in annual sales generated globally. Similarly, Honda using their leading names for cars has spread to other products such as motorcycles, electric appliances, engines, robots, airplanes, and bicycles.

Co-branding

Co-branding is a variation of brand extension. This is where one product is made from a combination of two brand names from two manufacturers. Co-branding has the advantage of allowing companies to enter new product classes and exploit recognized brand names in the product class. A successful example of co-branding is that Whitaker works with Lewis Road Creamery to create a joint brand of drink called Lewis Road Creamery and Whittaker's Chocolate Milk. This product was a huge success in the New Zealand market with it being viral.

Multibranding Strategy

A multibranding strategy is when a company gives each product a different name. Multibranding is best used as an approach when each brand is aimed at different market segments. Multibranding is used in a variety of ways with selected companies grouping their brands based on price-quality segments. Procter & amp; Gamble (P & amp; G), a multinational consumer goods company offering over 100 brands, each suited to different consumer needs. For example, Head & amp; Shoulders that help consumers ease dandruff in the form of shampoo, Oral-B that offers inter-tooth products, Vicks offers cough and cold products, and Downy that offers dryer dryers and fabric softener. Other examples include Coca-Cola, NestlÃÆ'Â ©, Kellogg's, and Mars.

This approach usually results in higher promotional and advertising costs. This is because companies are asked to raise awareness among consumers and retailers for each brand new name without the benefit of previous impressions. Multibranding strategy has many advantages. There is no risk that product failure will affect other products on the line as each brand is unique to each market segment. Although, certain large multiband companies have found that the cost and the difficulty of implementing a multibranding strategy can overshadow the benefits. For example, Unilever, the world's third largest multinational consumer goods company recently simplified its brand from more than 400 brands to focus their attention on 14 brands with sales of more than 1 billion euros. Unilever resolves this through the elimination of products and sales to other companies. Other multibrand companies are introducing new product brands as protective measures to respond to a competition called combat brands or combat brands.

Struggling brand

The main purpose of combating a brand is to challenge a competitor's brand. For example, Qantas, Australia's largest flag carrier, introduced Jetstar to head-to-head against low-cost airlines, Virgin Australia (formerly known as Virgin Blue). Jetstar is a low-cost Australian airline for travelers on a limited budget but receives many negative reviews because of this. The launch of Jetstar allows Qantas to rival Virgin Australia without criticism affiliated with Qantas because of its different brand names.

Personal branding strategy

Personal branding (also known as brand retailers, private labels, store brands, or own brands) has increased in popularity. Personal branding is when a company produces a product but is sold under a wholesale or retail trademark. Personal branding is popular because it usually generates high profits for manufacturers and retailers. The price of a personal brand product is usually cheaper than the competitor's brand name. Consumers are generally hampered by this price because it sets the perception of quality and lower standards but this view shifts.

In Australia, their main supermarket chain, Woolworths and Coles are filled with store brands (or private labels). For example, in the United States, Paragon Trade Brands, Ralcorp Holdings, and Rayovac are major suppliers of diapers, grocery products, and personal label alkaline batteries, simultaneously. Costco, Walmart, RadioShack, Sears, and Kroger are major retailers that have their own brand name. Similarly, Macy's, a middle-class department store chain offering an extensive catalog of exclusive personal brands for their stores, from brands such as First Impressions that provide newborn and baby clothing, Hotel Collection that provides luxurious linens and mattresses, and Tasso Elba that provides menswear which inspired Europe. They use personal branding strategies to specifically target the consumer market.

Mixed branding strategy

A mixed branding strategy is where companies market products with their own names and retailers' properties because segments that are attracted to retailers differ from their own markets. For example, Elizabeth Arden, Inc., a major cosmetics and fragrance company in America, uses a mixed-branding strategy. The company sells Elizabeth Arden brand through department stores and skin care products line at Walmart under the brand name "skin simple". Companies like Whirlpool, Del Monte, and Dial produce personal brands of household appliances, pet food, and soaps, thus. Other examples of mixed branding strategies include Michelin, Epson, Microsoft, Gillette, and Toyota. Michelin, one of the largest tire manufacturers enables Sears, an American retail chain to put their brand name on tires. Microsoft, a multinational technology company is seriously perceived as a corporate technology brand but sells a versatile home entertainment center under the Xbox brand to be more in tune with new and crazy identities. Gillette serves women with Gillette for Women now known as Venus. The launch of Venus is done to meet the feminine market of the masculine razor industry that previously dominated. Similarly, Toyota, car manufacturers use mixed branding. In the US, Toyota is considered an economical, family-oriented car brand, and is known as a rarely damaged vehicle. But Toyota is looking to meet a higher end, an expensive market segment, so they created Lexus, the luxury vehicle division of premium cars.

iconic brand and iconic attitudes

Branding attitude is an option to represent a larger feeling, which is not necessarily related to product or product consumption at all. Marketing that is labeled as a branding attitude includes Nike, Starbucks, The Body Shop, Safeway, and Apple Inc. In the 2000 book No Logo, Naomi Klein described the brand's attitude as a "talisman strategy". Schaefer and Kuehlwein analyze brands such as Apple, Ben & amp; Jerry's or Chanel describes them as 'Ueber-Brands' - a brand that is able to acquire and maintain "beyond material meaning".

A good brand raises the bar - this adds a greater sense of purpose to the experience, whether it's a challenge to do the best in sports and fitness, or the affirmation that the cup of coffee you're drinking is really important. - Howard Schultz (President, CEO, and Chairman of Starbucks)

The iconic brand is defined as having aspects that contribute to the self-expression and personal identity of the consumer. The brand whose value to consumers comes primarily from having an identity value is said to be the "brand identity". Some of these brands have a strong identity so they become more or less a cultural icon that makes them "iconic brands". Examples are: Apple, Nike, and Harley-Davidson. Many iconic brands include almost ritual-like behavior in buying or consuming products.

There are four key elements for creating iconic brands (Holt 2004):

1. "Required conditions" - Product performance should be at least acceptable, preferably with a good quality reputation.
2. "The making of myths" - A meaningful story is made by people in culture. This should be seen as valid and respected by the consumer for the story to be accepted.
3. "Cultural contradictions" - Some types of mismatch between prevailing ideology and appearing hidden in society. In other words, the difference with the way consumers and how they want it.
4. "Cultural brand management process" - Actively involved in the process of creating myths in ensuring brands retain their position as icons.

Schaefer and Kuehlwein proposed the following 'Ueber-Branding' principles. They took it from learning

Source of the article : Wikipedia