Branding

Sen 1 Aditi Sen Ms. Caryn Voskuil P2E Submission 14- Group 5 19th Mar 2012 P2E Research Assignment: Branding Industry Branding The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, 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 other sellers”. Although the above definition of branding holds true, it is very generic. Hence, I would define a brand as a mechanism to promote oneself or an organization to the world in such a way that the world perceives of us or our organization the way we want them to. Anatomizing the word branding to be able to understand it further, I strongly believe that a brand is not a product, a logo or trademark, nor is it an advertisement or tagline, it is something far above that when considering the different scenarios (for instance, content publishing, PR efforts, marketing brochure writing is pretty much a part of branding; therefore, branding isn’t just a trademark or a tagline). Hence, the tag lines and logos are only the means to an end – the end being the establishment of a competitive brand. That said, even I had in my mind before starting this research project that branding is something related to the logo or tagline. But I can assure that a lot of business people have a wrong notion of branding unless they have be a part of branding teams in their organizations. The biggest issue that any corporate faces today is the management communication gap. It is not what’s said and thought in the company by its leaders that is important; it’s what is received, understood and accepted by the people in that company, and by the customers of the company. Within organizations, brands affinities condition the way humans relate to one another, and therefore, brand creation, and sustainability thereafter, become an important aspect for the success of any organization. An organization’s brand has to be a living... [continues]

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