Brand and Branding

Knowledge International Journal, 2018

The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Your marketing and branding clearly influence that perception but your brand exists whether you actively market your business or not. If you’re out there and people are interacting with your business, you have a brand. Brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non tangible consumer concerns. To brand something is when a company or person makes descriptive and evocative communications, subtle and overt statements that describe what the company stands for. Relationship that brands have with people basically changed the process of digitization of the media. Influence marketers use the mobile phone in the marketing communication process. In this regard, implementing a successful marketing campaign is critical acceptance of th...

In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies. Hence, it is important that the management of brands is approached strategically. However, the lack of an effective dialogue between functions that are disparate in philosophy and do not have a common and compatible use of terminology may be a barrier to strategic management within organisations. No more is this evident than between the functions of marketing and accounting. This article seeks to establish the relationships between the constructs and concepts of branding, and to provide a framework and vocabulary that aids effective communication between the functions of accounting and marketing. The assumption in the article is that good communication between functions within organisations aids strategic management. A model for the management of brand equity is also offered.

2011

Evaluation : see below

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

2021

The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the...

Journal of Fashion Marketing and Management: An International Journal, 2008

Purpose-The purpose of this study is to measure and compare the consumer-based brand equity of apparel products by three consumer groups across cultures-Americans in the USA, South Koreans in the USA, and South Koreans in Korea. Also examined was cross-cultural effects of brand equity on purchase intention. Design/methodology/approach-A total of 300 college students were recruited for the survey from local universities and organizations in the USA and South Korea. The MBE and OBE models were used to measure brand equity of the three apparel brands (i.e. Polo, Gap, and Levi's). Findings-Among the elements of brand equity, the perceived brand quality and brand awareness/association reported by American college students were significantly greater than those reported by South Koreans in the USA and Korea. For both South Korean groups, brand loyalty was the most important element of brand equity. In the relationship between elements of brand equity and purchase intention, brand loyalty showed positive correlation with purchase intention across all three consumer groups. Research limitations/implications-Further research might include more apparel brands in different price points. An investigation of the prices of various apparel brands in different countries will be useful for cross-cultural comparisons. Originality/value-With a lack of brand equity studies on fashion products and even fewer studies of cross-cultural comparisons in brand equity, this study should be valuable information for firms branding their products and making marketing strategies from the global perspective. Keywords Brand equity, Cross-cultural studies, Brands, Consumer behaviour, South Korea, United States of America Paper type Research paper. .. a name, a term, a symbol, or any other unique element of a product that identifies one firm's products and sets them apart from the competition (Solomon and Stuart, 2002, p. 270). A brand has also been defined as a:. .. distinguishing name and symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991, p. 7). Many researchers have studied brand value for a long time because the value of a brand can make a firm profitable in the long term. The term, "brand equity" became one of the most important marketing concepts since 1980s and it has been defined as:. .. a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers (Aaker, 1991, p. 15). Solomon and Stuart (2002), for instance, explained brand equity as the value that a brand has for a particular organization or company. As they put it:. .. for a firm, brand equity provides a competitive advantage because it gives the brand the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins (Solomon and Stuart, 2002, p. 273).

Journal of Contemporary Issues in Business and Government, 2021

According to the American market association (2010), brand is a term, symbol, name, design, term or any other attribute that can be used to identify the products or services of the company. Globalization has increased the competition in market, education has increased the level of customer awareness about the products, increased level of income has made people brand users and social aspect has made people using branded goods a symbol of social image. Thus, it is very important to understand for a marketer that having a brand is not enough but the effective brand management is also important. Everyday new products, substitutes are coming in the market with innovative features, and attractive prices. In this situation, it is one of difficult issue or challenge to deal with brand management. It is important question before the managers to know that how to maintain the brand equity in the continuously changing environment, where the needs and expectations of the customers are changing continuously. The three important elements of brand equity are brand awareness, brand association and brand loyalty. Brand awareness shows the level of customers to identify the product of the company, brand associations shows the associations between brand and the customer and brand loyalty shows the loyalty of the customers towards the brand. These three elements of the brand equity help in managing a brand by the company.

Schroeder, J. E. (2014), Brands and Branding, in Wiley-­‐Blackwell Concise Encyclopedia of Consumption and Consumer Studies, edited by Dan Cook and Michael J. Ryan, New York: Wiley and Sons.

Brands and branding have emerged as key concepts in marketing, management, and strategy, and the concept of branding, referring to the process of bringing attention to a product, company, concept, person, or cause, has become an everyday term. Research and thinking about brands and branding can be divided into four perspectives: corporate perspectives, consumer perspectives, cultural perspectives, and critical perspectives. These four perspectives demonstrate the growing interdisciplinary interest in brands and branding, and how brand research sheds light on basic issues of consumer agency, consumer behavior, and consumer culture.

"Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management." Kevin Lane Keller, Tuck School of Business at Dartmouth "At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity." Leslie de Chernatony, Birmingham University Business School "We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches, as well as to the four layers within each approach." All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Romanian Statistical Review Supplement, 2013

Brands are often thought to be the preserve of consumer markets, but even for commodity products where products are apparently purchased on price, brands have a value in business markets too. In business markets purchasers are often buying the quality of supply rather than just the product itself and often pass on the quality of component brands as evidence of quality to their own customers. Establishing a brand and reputation for quality of delivery is an essential part of successful business to business marketing.

Information Management and Business Review , 2012

The aim of this paper is to discuss brand elements and to explore its contribution to brand equity based on some relevant research reviews and some examples of prominent brands where brand elements have played a significant role to reach consumer’s head and heart. Brand is a combination of name, symbol or design, which creates a distinctive identity to consumers within a crowd of choices through its different brand elements. A distinctive or unique offering as well as get-up of a brand is the primary key of survival from the immature death in competition. Differentiating approach of different brand elements always cause a high level of brand awareness and familiarity among target consumers and later on individually or collectively, brand elements work as clue to consumers to recall and recognize the brand. Proper integration of both strong and weak brand elements of a brand contribute to brand equity, which has been focused here through some literature reviews.

CHERKASY UNIVERSITY BULLETIN: ECONOMICS SCIENCES, 2020

The article substantiates the concept of strategic brand management, emphasizes on the direction of brand growth in the long-term prospects. The study discovers that this process involves planning, executing, controlling of marketing and branding strategies, applying for measures of building, measuring and evaluating of brand equity. The basic stages of the evolution of strategic brand management concepts have been formed, the functions and the basic principles of brand management have been discovered , the effective use of which provide the company with additional sales and profit maximization. Along with basic management functions such as planning, organization, leadership and control, brand management uses its own tools, including specific methods and principles, specific models, organizational forms of brand management. Emphasis is placed on the expediency of applying a set of specific methods implemented by specialists in the strategic, tactical, administrative and organizational management of company brands. Keywords: brand, branding, brand management, strategic management of a brand, brand management model, marketing strategy. Introduction. Today strategic brand management is used by companies to support and promote the brand and gain worldwide recognition. The brand activity in the long-run period. This includes an integrative and sustainable policy that helps companies to build, develop and manage their brands. Therefore, the role of strategic brand management and the evolution of generating, development of strategies continues to be relevant today. Literature review. Famous domestic and foreign scientists, such as D. A

Businesses

Branding has become a business priority over the past few decades due to the growing awareness that brands are one of the companies’ most valuable intangible assets. Academics and practitioners have proposed models of components to simplify brands into a small number of parts, or dimensions. Nonetheless, there is a lack of specific approaches to brand management models that fit specific business scenarios. The objective of this study was to propose a general framework to create custom brand management strategies that fit specific business scenarios through a set of independent brand dimensions. The framework was applied to the specific case of SME alliance in a B2B export environment as an example of use. This study reviews the most cited brand management models in literature and classified them into 12 independent brand dimensions. The results suggest that regardless of the brand management model, all of them converge on the fact that creating a high-quality brand relationship with...

Information Management and Business Review

The aim of this study is to enhance understanding in the philosophy of the brand along with its historical development around the world. Its main purpose is to clarify the nature of the brand, its origination, ancient phase, digital phase and the future of branding. This study is based on the secondary source to clarify the gap of knowledge, understand the thought of branding and review the literature in regard to its historical development and evaluation around the world. It has found that brand is a tangible and non-tangible asset of a business that presents a unique identity and reputation among a wide set of competitors, and is perceived as a market leader in a particular industry. The study has found that branding is the best practice to enhance the image and value of business among targeted consumers. It has anticipated that branding is the technique to gain competitive advantage and accomplish the objectives of a business. This study presents a comprehensive overview of the n...