Benefits of Global Branding

Topics: Brand, Brand management, Branding Pages: 2 (388 words) Published: January 12, 2011
A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. [1](( David Aaker (1991), Managing Brand Equity.)) A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand. In the automotive industry, brands were originally called marques, and marque is still often used as a synonym for brand in reference to motor vehicles. [2](( marque, n./2", Oxford English Dictionary online version (July 2010 ed.)) 1-Concepts

Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Heineken global branding and advertisin Essay
  • Branding Essay
  • Global branding Essay
  • Branding Essay
  • Global Branding Essay
  • Essay about Branding
  • Global Branding Strategy Essay
  • Branding Essay

Become a StudyMode Member

Sign Up - It's Free