Brand Positioning
Chapter 1
Related Theory Discussion
1.1 Brand:
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller 's good or service as distinct from those of other sellers."
A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company.
1.2 Local brand:
A local brand is a brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area like a country. It may be called a regional brand if the area encompasses more than one metropolitan market. It may also be a brand that is developed for a specific national market; however an interesting thing about local brand is that the local branding is more often done by consumers than by the producers.
1.3 Brand elements:
Brands are spread through various elements: * Name: The word or words used to identify the company, product, service, concept * Logo: The visual trademark that identifies the brand * Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand. * Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle is trademarked elements of those brands. * Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola 's brand. * Color: Owens-Corning is the only brand of fiberglass insulation that can be pink. * Sounds: A unique tune or set of notes can "denote" a brand: NBC 's chimes are one of the most famous examples. * Movement: Lamborghini has trademarked the upward motion of its car doors. * Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked. * Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
1.4 Types of brand names:
Brand names come in many styles. A few include:
Related Theory Discussion
1.1 Brand:
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller 's good or service as distinct from those of other sellers."
A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company.
1.2 Local brand:
A local brand is a brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area like a country. It may be called a regional brand if the area encompasses more than one metropolitan market. It may also be a brand that is developed for a specific national market; however an interesting thing about local brand is that the local branding is more often done by consumers than by the producers.
1.3 Brand elements:
Brands are spread through various elements: * Name: The word or words used to identify the company, product, service, concept * Logo: The visual trademark that identifies the brand * Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand. * Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle is trademarked elements of those brands. * Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola 's brand. * Color: Owens-Corning is the only brand of fiberglass insulation that can be pink. * Sounds: A unique tune or set of notes can "denote" a brand: NBC 's chimes are one of the most famous examples. * Movement: Lamborghini has trademarked the upward motion of its car doors. * Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked. * Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
1.4 Types of brand names:
Brand names come in many styles. A few include:
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