Branding


The concept describes the process of creating distinctive and durable perceptions in the minds of consumers. It will assist marketing professionals to discover and communicate the essence of their business and what it delivers to current and prospective customers.

Technique Overview

Branding

Branding Definition

Jobber (2006) defines branding as an attribute of a product or service, as its distinctive offer created by the use of a name, symbol, design, packaging, or some combination of these intended to differentiate it from its competitors. Branding can also be defined as the complete process by which organisations aim to build a unique name and image for a product/service in the minds of consumers, and to establish a significant and differentiated existence in the marketplace that attracts and retains loyal customers (Kotler and Keller, 2006).

Branding Description *

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Business Evidence

Strengths, weaknesses and examples of Branding *

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Business Application

Implementation, success factors and measures of Branding *

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Professional Tools

Branding videos and downloads *

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Further Reading

Branding web and print resources *

Branding references (4 of up to 20) *

  • Beverland, M. (2009) Building Brand Authenticity. Palgrave Macmillan.
  • Brand Z (2010) Top 100 Most Valuable Global Brands 2010. [Online] Available at: http://c1547732.cdn.cloudfiles.rackspacecloud.com/BrandZ_Top100_2010.pdf.
  • Brassington, F. and Pettitt, S. (2003) Principles of Marketing. (3rd Ed.) Prentice Hall, UK.
  • Business Link (2009) Branding: Practical Advice for Business. [Online] Available at: www.businesslink.gov.uk/bdotg/action/layer?topicId=1073903636.

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