Brand and Proper Branding

Topics: Brand, Personal name, Brand management Pages: 3 (629 words) Published: March 24, 2013
Meaning of Branding:

The word "brand" is derived from the Old Norse “brandr” meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products. Branding is the practice of giving a specified name to a product or group of product of one seller.

Branding is the process of finding and fixing the means of identification. In other word, naming product, like a naming a baby, is known as branding. Parents have children and manufactures also are eager to know the character and the capacity of their names. Thus branding is management process by which product is name; i.e. branding.

Proper branding can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Wai Wai Noodles and trusts the brand, he or she is more likely to try other products offered by the company such as Kwiks Cheese Balls or Kwiks Potato Chips.

Definition of Branding

According to the American marketing Association, “A brand is name, term, sign, symbol or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”

According to William j Stanton, “All trademarks are brands and thus include the word, letter or numbers which may be pronounced; they may also include pictorial designs.”

Threes of Cs of Branding

1. Clarity: Strong bonds are clear about what they are & what they are not. They understand their unique promise of value. And this promise of value sets them apart from their competitors. It differentiates them and allows them to attract and built loyalty among a desirable set of consumers.

2. Consistency: In addition to being clear about who they are, strong brands are also consistence. They are always what they say they are.

3. Constancy: It is not enough to be clear and consistent if you are not always visible to your target audition....
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