Brand development
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marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...
, brand management refers to the process of controlling how a brand is perceived in the
market Market is a term used to describe concepts such as: *Market (economics), system in which parties engage in transactions according to supply and demand *Market economy *Marketplace, a physical marketplace or public market *Marketing, the act of sat ...
. Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the
target markets A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total ma ...
share with the brand, and the relationships they have with it. A brand manager oversees all aspects of the consumer's brand association as well as relationships with members of the
supply chain A supply chain is a complex logistics system that consists of facilities that convert raw materials into finished products and distribute them to end consumers or end customers, while supply chain management deals with the flow of goods in distri ...
. Developing a good relationship with
target markets A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total ma ...
is essential for brand management.


Definitions

In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.Shamoon, Sumaira, and Saiqa Tehseen. "Brand Management: What Next?" ''Interdisciplinary Journal of Contemporary Research in Business'' 2.12 (2011): 435–441. Business Source Complete. Web. October 20, 2012. Brand management uses an array of marketing tools and techniques in order to increase the perceived value of a product (see:
Brand equity Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the pro ...
). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand. Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person. Brand management builds brand credibility, and credible brands can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers.


History

The earliest origins of branding can be traced to pre-historic times. The practice may have first begun with the branding of farm animals in the middle East in the
Neolithic The Neolithic or New Stone Age (from Ancient Greek, Greek 'new' and 'stone') is an archaeological period, the final division of the Stone Age in Mesopotamia, Asia, Europe and Africa (c. 10,000 BCE to c. 2,000 BCE). It saw the Neolithic Revo ...
period.
Stone Age The Stone Age was a broad prehistory, prehistoric period during which Rock (geology), stone was widely used to make stone tools with an edge, a point, or a percussion surface. The period lasted for roughly 3.4 million years and ended b ...
and
Bronze Age The Bronze Age () was a historical period characterised principally by the use of bronze tools and the development of complex urban societies, as well as the adoption of writing in some areas. The Bronze Age is the middle principal period of ...
cave painting In archaeology, cave paintings are a type of parietal art (which category also includes petroglyphs, or engravings), found on the wall or ceilings of caves. The term usually implies prehistoric art, prehistoric origin. These paintings were often c ...
s depict images of branded cattle.
Egyptian ''Egyptian'' describes something of, from, or related to Egypt. Egyptian or Egyptians may refer to: Nations and ethnic groups * Egyptians, a national group in North Africa ** Egyptian culture, a complex and stable culture with thousands of year ...
funerary artwork also depicts branded animals. Over time, the practice was extended to marking personal property such as pottery or tools, and eventually some type of brand or insignia was attached to goods intended for trade. Around 4,000 years ago, producers began by attaching simple stone seals to products which, over time, were transformed into clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Bevan and Wengrow have argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality control over commodities, and also needed to convey value to the consumer through branding. Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions" (p. 107). She has shown that amphorae used in Mediterranean trade between 1500 and 500 BCE exhibited a wide variety of shapes and markings, which provided information for purchasers during exchange. Systematic use of stamped labels dates from around the fourth century BCE. In a largely pre-literate society, the shape of the amphora and its pictorial markings functioned as a brand, conveying information about the contents, region of origin and even the identity of the producer which were understood to convey information about product quality. A number of archaeological research studies have found extensive evidence of branding, packaging and labelling in antiquity. Archaeologists have identified some 1,000 different Roman potters' marks of the early Roman Empire, suggesting that branding was a relatively widespread practice. In
Pompeii Pompeii ( ; ) was a city in what is now the municipality of Pompei, near Naples, in the Campania region of Italy. Along with Herculaneum, Stabiae, and Villa Boscoreale, many surrounding villas, the city was buried under of volcanic ash and p ...
(circa 35 CE), Umbricius Scauras, a manufacturer of fish sauce (also known as
garum Garum is a fermentation (food), fermented fish sauce that was used as a condiment in the cuisines of Phoenicia, Ancient Greek cuisine, ancient Greece, Ancient Roman cuisine, Rome, Carthage and later Byzantine cuisine, Byzantium. Liquamen is a si ...
) was branding his amphora which travelled across the entire
Mediterranean The Mediterranean Sea ( ) is a sea connected to the Atlantic Ocean, surrounded by the Mediterranean basin and almost completely enclosed by land: on the east by the Levant in West Asia, on the north by Anatolia in West Asia and Southern ...
.
Mosaic A mosaic () is a pattern or image made of small regular or irregular pieces of colored stone, glass or ceramic, held in place by plaster/Mortar (masonry), mortar, and covering a surface. Mosaics are often used as floor and wall decoration, and ...
patterns in the atrium of his house were decorated with images of
amphora An amphora (; ; English ) is a type of container with a pointed bottom and characteristic shape and size which fit tightly (and therefore safely) against each other in storage rooms and packages, tied together with rope and delivered by land ...
bearing his personal brand and quality claims. The mosaic comprises four different amphora, one at each corner of the atrium, and bearing labels as follows: : 1. G(ari) F(los) SCO SCAURI/ EX OFFI iNA SCAU/RI Translated as "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus" : 2. LIQU
inis The International Nuclear Information System (INIS) hosts one of the world's largest collections of published information on the peaceful uses of nuclear science and technology. History One of the founding purposes of the International Atomic Ene ...
FLOS Translated as: "The flower of Liquamen" : 3. G riF osSCOM ri SCAURI Translated as: "The flower of garum, made of the mackerel, a product of Scaurus" : 4. LIQUAMEN/ OPTIMUM/ EX OFFICI A SCAURI Translated as: "The best liquamen, from the shop of Scaurus" Scauras' fish sauce was known to be of very high quality across the Mediterranean and its reputation travelled as far away as modern France. Curtis has described this mosaic as "an advertisement... and a rare, unequivocal example of a motif inspired by a patron, rather than by the artist". In Pompeii and nearby
Herculaneum Herculaneum is an ancient Rome, ancient Roman town located in the modern-day ''comune'' of Ercolano, Campania, Italy. Herculaneum was buried under a massive pyroclastic flow in the eruption of Mount Vesuvius in 79 AD. Like the nearby city of ...
, archaeological evidence also points to evidence of branding and labelling in relatively common use. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius;" probably references to the name of the producer. Carbonized loaves of bread, found at Herculaneum, indicate that some bakers stamped their bread with the producer's name and other information including the use, price or intended recipient. These markings demonstrate the public's need for product information in an increasingly complex
marketplace A marketplace, market place, or just market, is a location where people regularly gather for the purchase and sale of provisions, livestock, and other goods. In different parts of the world, a marketplace may be described as a ''souk'' (from ...
. In the East, evidence of branding also dates to an early period. Recent research suggests that Chinese merchants made extensive use of branding, packaging, advertising and retail signage. From as early as 200 BCE, Chinese packaging and branding was used to signal family, place names and product quality, and the use of government imposed product branding was used between 600 and 900 AD. Eckhart and Bengtsson have argued that during the
Song dynasty The Song dynasty ( ) was an Dynasties of China, imperial dynasty of China that ruled from 960 to 1279. The dynasty was founded by Emperor Taizu of Song, who usurped the throne of the Later Zhou dynasty and went on to conquer the rest of the Fiv ...
(960–1127), Chinese society developed a
consumerist ''Consumerist'' (also known as ''The Consumerist'') was a non-profit consumer affairs website owned by Consumer Media LLC, a subsidiary of ''Consumer Reports'', with content created by a team of full-time reporters and editors. The site's focu ...
culture, where a high level of consumption was attainable for a wide variety of ordinary consumers rather than just the elite (p. 212). The rise of a consumer culture led to the commercial investment in carefully managed company image, retail signage, symbolic brands, trademark protection and the brand concepts of baoji, hao, lei, gongpin, piazi and pinpai, which roughly equate with Western concepts of family status, quality grading, and upholding traditional Chinese values (p. 219). Eckhardt and Bengtsson's analysis suggests that brands emerged in China as a result of the social needs and tensions implicit in consumer culture, in which brands provide social status and stratification. Thus, the evolution of brands in China stands in sharp contrast to the West where manufacturers pushed brands onto the market in order to differentiate, increase market share and ultimately profits (pp 218–219). In Japan, branding has a long heritage. For many Japanese businesses, a "mon" or seal is an East Asian form of brand or trademark. Not all historians agree that the distinctive packages and markings used in antiquity can be compared with modern brands or labels. Moore and Reid, for example, have argued that the distinctive shapes and markings in ancient containers should be termed ''proto-brands'' rather than seen as modern brands according to our modern understanding. A proto-brand is one that possesses at least one of three characteristics; ''place'' – information about the origin of manufacture-expressed by a mark, signature or even by the physical properties of the raw materials including the packaging materials, ''performs a basic marketing function'' such as storage, transportation and assortment; and ''quality attributes''- information about the product's quality expressed by the name of the manufacturer, place of origin or ingredients or any other generally accepted indicator of quality. The impetus for more widespread branding was often provided by government laws, requiring producers to meet minimum quality specifications or to standardize weights and measures, which in turn, was driven by public concerns about quality and fairness in exchange. The use of
hallmark A hallmark is an official Mark (sign), mark or series of marks struck on items made of metal, mostly to certify the content of noble metals—such as platinum, gold, silver and in some nations, palladium. In a more general sense, the term ''Wikti ...
s, applied to precious metal objects, was well in place by the 4th century CE in Byzantium. Evidence of marked silver bars dates to around 350 CE, and represents one of the oldest known forms of
consumer protection Consumer protection is the practice of safeguarding buyers of goods and services, and the public, against unfair practices in the marketplace. Consumer protection measures are often established by law. Such laws are intended to prevent business ...
. Hundreds of silver objects, including chalices, cups, plates, rings and bullion, all bearing hallmarks from the early
Byzantine The Byzantine Empire, also known as the Eastern Roman Empire, was the continuation of the Roman Empire centred on Constantinople during late antiquity and the Middle Ages. Having survived the events that caused the fall of the Western Roman E ...
period, have been found and documented.
Hallmark A hallmark is an official Mark (sign), mark or series of marks struck on items made of metal, mostly to certify the content of noble metals—such as platinum, gold, silver and in some nations, palladium. In a more general sense, the term ''Wikti ...
s for silver and gold were introduced in Britain in 1300. In medieval Europe, branding was applied to a broader range of goods and services. Craft guilds, which sprang up across Europe around this time, codified and reinforced systems of marking products to ensure quality and standards. Bread-makers, silversmiths and goldsmiths all marked their wares during this period. By 1266, English bakers were required by law to put a symbol on each product they sold. Bricui et al. have argued that the number of different forms of brands blossomed from the 14th century following the period of European discovery and expansion. Some individual brand marks have been in continuous use for centuries. The brand Staffelter Hof, for example, dates to 862 or earlier and the company still produces wine under its name today. The granting a royal charter to tradesmen, markets and fairs was practiced across Europe from the early medieval period. At a time when concerns about product quality were major public issues, a royal endorsement provided the public with a signal that the holder supplied goods worthy of use in the royal household, and by implication inspired public confidence. In the 15th century, a ''
royal warrant of appointment Royal warrants of appointment have been issued for centuries to tradespeople who supply goods or services to a royal court or certain royal personages. The royal warrant enables the supplier to advertise the fact that they supply to the issuer of t ...
'' replaced the royal charter in England. The Lord Chamberlain of England formally appointed tradespeople as suppliers to the royal household. The printer
William Caxton William Caxton () was an English merchant, diplomat and writer. He is thought to be the first person to introduce a printing press into Kingdom of England, England in 1476, and as a Printer (publishing), printer to be the first English retailer ...
, for example, was one of the earliest recipients of a royal warrant when he became the King's printer in 1476. By the 18th century, mass-market manufacturers such as Josiah Wedgewood and
Matthew Boulton Matthew Boulton ( ; 3 September 172817 August 1809) was an English businessman, inventor, mechanical engineer, and silversmith. He was a business partner of the Scottish engineer James Watt. In the final quarter of the 18th century, the par ...
recognized the value of supplying royalty, often at prices well below cost, for the sake of the publicity and kudos it generated. Many manufacturers began actively displaying the royal arms on their premises, packaging and labelling. By 1840, the rules surrounding the display of royal arms were tightened to prevent fraudulent claims. By the early 19th century, the number of royal warrants granted rose rapidly when Queen Victoria granted some 2,000 royal warrants during her reign of 64 years. By the eighteenth century, as standards of living improved and an emerging middle class began to demand more luxury goods and services, the retail landscape underwent major changes. Retailers were tending to specialize in specific goods or services and began to exhibit a variety of modern marketing techniques. Stores not only began to brand themselves, but also displayed branded goods, both in the glazed shop windows to attract passers-by and display counters to appeal to patrons inside the store. Branding was more widely used in the 19th century, following the industrial revolution, and the development of new professions like marketing, manufacturing and business management formalized the study of brands and branding as a key business activity. Branding is a way of differentiating product from mere commercial
products Product may refer to: Business * Product (business), an item that can be offered to a market to satisfy the desire or need of a customer. * Product (project management), a deliverable or set of deliverables that contribute to a business solution ...
, and therefore the use of branding expanded with each advance in transportation, communication, and trade. The modern discipline of brand management is considered to have been started by a memo at
Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...
by Neil H. McElroy. With the rise of mass media in the early 20th century, companies soon adopted techniques that would allow their advertising messages to stand out;
slogan A slogan is a memorable motto or phrase used in a clan or a political, commercial, religious, or other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group ...
s,
mascot A mascot is any human, animal, or object thought to bring luck, or anything used to represent a group with a common public identity, such as a school, sports team, university society, society, military unit, or brand, brand name. Mascots are als ...
s, and
jingle A jingle is a short song or tune used in advertising and for other commercial uses. Jingles are a form of sound branding. A jingle contains one or more hooks and meanings that explicitly promote the product or service being advertised, usually ...
s began to appear on
radio Radio is the technology of communicating using radio waves. Radio waves are electromagnetic waves of frequency between 3  hertz (Hz) and 300  gigahertz (GHz). They are generated by an electronic device called a transmitter connec ...
in the 1920s and early
television Television (TV) is a telecommunication medium for transmitting moving images and sound. Additionally, the term can refer to a physical television set rather than the medium of transmission. Television is a mass medium for advertising, ...
in the 1930s. Many of the earliest radio drama series were sponsored by soap manufacturers and the genre became known as a ''
soap opera A soap opera (also called a daytime drama or soap) is a genre of a long-running radio or television Serial (radio and television), serial, frequently characterized by melodrama, ensemble casts, and sentimentality. The term ''soap opera'' originat ...
.'' Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations which could be sold to multiple businesses. By the 1930s, these ''advertising spots,'' as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising. From the first decades of the 20th century, advertisers began to focus on developing brand personality, brand image and brand identity—concepts. The British advertising agency W. S. Crawford's Ltd began to use the concept of 'product personality' and the 'advertising idea' arguing that in order to stimulate sales and create a 'buying habit', advertising had to 'build a definitive association of ideas round the goods'. In the United States, advertising agency J. Walter Thompson company (JWT) was pioneering similar concepts of brand personality and brand image. The notion of a 'brand personality' was developed independently and simultaneously in both the United States and Britain. For example, in 1915 JWT acquired the advertising account for Lux soap and recommended that the traditional positioning as a product for woolen garments should be broadened so that consumers would see it as a soap for use on all fine fabrics in the household. To implement, Lux was repositioned with a more up-market posture, and began a long association with expensive clothing and high fashion. Cano has argued that the positioning strategy JWT used for Lux exhibited an insightful understanding of the way that consumers mentally construct brand images. JWT recognized that advertising effectively manipulated socially shared symbols. In the case of Lux, the brand disconnected from images of household drudgery, and connected with images of leisure and fashion. By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of most enduring campaigns of the 20th century. Esso's "Put a Tiger in Your Tank" campaign was based on a tiger mascot used in Scandinavia at the turn of last century, and first appeared as a global advertising slogan in the 1950s and 1960s, and subsequently reappeared in the 1990s. Throughout the late 20th century, brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own.


Global brands

Interbrand's 2020 top-10 global brands are Apple, Amazon, Microsoft, Google, Samsung, Coca-Cola, Toyota, Mercedes-Benz, McDonald's, and Disney. The split between commodities/food services and technology is not a matter of chance: both industrial sectors rely heavily on sales to the individual consumer who must be able to rely on cleanliness/quality or reliability/value, respectively. For this reason, industries such as agricultural (which sells to other companies in the food sector), student loans (which have a relationship with universities/schools rather than the individual loan-taker), and electricity (which is generally a controlled monopoly) have less prominent and less recognized branding. Brand value, moreover, is not simply a fuzzy feeling of "consumer appeal", but an actual quantitative value of good will under Generally Accepted Accounting Principles. Companies will rigorously defend their brand name, including prosecution of
trademark infringement Trademark infringement is a violation of the exclusive rights attached to a trademark without the authorization of the trademark owner or any licensees (provided that such authorization was within the scope of the licence). Infringement may occ ...
. Occasionally trademarks may differ across countries. Among the most highly visible and recognizable brands is the script and logo for
Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...
products. Despite numerous blind tests indicating that Coke's flavor is not preferred, Coca-Cola continues to enjoy a dominant share of the cola market. Coca-Cola's history is so replete with uncertainty that a folklore has sprung up around the brand, including the (refuted) myth that Coca-Cola invented the red-dressed Santa-Claus which is used to gain market entry in less capitalistic regions in the world such as the former Soviet Union and China, and such brand-management stories as "Coca-Cola's first entry into the Chinese market resulted in their brand being translated as 'bite the wax tadpole'". Brand management science is replete with such stories, including the Chevrolet 'Nova' or "it doesn't go" in Spanish, and proper cultural translation is useful to companies entering new markets. Modern brand management also intersects with legal issues such as ' genericization of trademark.' The '
Xerox Xerox Holdings Corporation (, ) is an American corporation that sells print and electronic document, digital document products and services in more than 160 countries. Xerox was the pioneer of the photocopier market, beginning with the introduc ...
' Company continues to fight heavily in media whenever a reporter or other writer uses 'xerox' as simply a synonym for 'photocopy.' Should usage of 'xerox' be accepted as the standard American English term for 'photocopy,' then Xerox's competitors could successfully argue in court that they are permitted to create 'xerox' machines as well. Yet, in a sense, reaching this stage of market domination is itself a triumph of brand management, in that becoming so dominant typically involves strong profit.


Branding terminology

Brand attitude refers to the "buyer's overall evaluation of a brand with respect to its perceived ability to meet a currently relevant motivation". Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as ''brand image, brand personality, brand attitude, brand preference'' are nodes within a network that describes the sources of ''brand-self congruity.'' In another example, the variables ''brand recognition'' and ''brand recall'' form a linked network that describes the consumer's ''brand awareness'' or ''brand knowledge.''
Brand awareness Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of the two key components of brand knowledge, as defined by the associative network memory model. It plays ...
refers to the extent to which consumers can identify a brand under various conditions. Marketers typically identify two distinct types of brand awareness; namely ''brand recognition'' and ''brand recall.'' Brand recognition refers to how easily the consumers can associate a brand based on the company's logo, slogan, color scheme, or other visual element, without seeing the company's name. Brand collaborations refer to the short-lived or ephemeral "partnerships between brands in which their images, legacies and values intertwine."p.13 Brand collaborations can be unconventional when brands partner with other brands or designers seemingly on the opposite spectrum in terms of design, esthetics, positioning and values.
Brand equity Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the pro ...
Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand. A different definition comes from marketing where brand equity is treated as a measure of the strength of consumers' attachment to a brand; a description of the associations and beliefs the consumer has about the brand. Brand image refers to an image an organization wants to project; a psychological meaning or meaning profile associated with a brand.
Brand loyalty In marketing and consumer behaviour, brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a ...
refers to the feelings of attachment a consumer forms with a brand. It is a tendency of consumers to purchase repeatedly from a specific brand. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands". Brand preference refers to "consumers' predisposition towards certain brands that summarize their cognitive information processing towards brand stimuli". Brand trust refers to whether customers expect the brand to do what is right. 81% of consumers from different markets identified this as a deciding factor in their purchases. Self-brand congruity draws on the notion that consumers prefer brands with personalities that are congruent with their own; consumers tend to form strong attachments with brands where the brand personality matches their own.


Brand orientation

Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of
globalization Globalization is the process of increasing interdependence and integration among the economies, markets, societies, and cultures of different countries worldwide. This is made possible by the reduction of barriers to international trade, th ...
. This has resulted in an ever-tougher competitive situation on many markets. A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related
competitive advantage In business, a competitive advantage is an attribute that allows an organization to outperform its competitors. A competitive advantage may include access to natural resources, such as high-grade ores or a low-cost power source, highly skille ...
s soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands.


Justification

Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers & Marketing managers may try to control the
brand image A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...
. Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates.


Approaches

"By Appointment to His Royal Majesty" was a registered and limited list of approved brands suitable for supply to the British royal family. Some believe brand managers can be counter-productive, due to their short-term focus. On the other end of the extreme, luxury and high-end premium brands may create advertisements or sponsor teams merely for the "overall feeling" or goodwill generated. A typical "no-brand" advertisement might simply put up the price (and indeed, brand managers may patrol retail outlets for using their name in discount/clearance sales), whereas on the other end of the extreme a perfume brand might be created that does not show the actual use of the perfume or Breitling may sponsor an aerobatics team purely for the "image" created by such sponsorship. Space travel and brand management for this reason also enjoys a special relationship. " Nation branding" is a modern term conflating foreign relations and the idea of a brand. An example is Cool Britannia of the 1990s.


Social media

Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.


Brand heritage

Brands with heritage are not simply associated with antiquated organizations; rather, they actively extol values and position themselves in relation to their heritage. Brands offer multiple benefits to organizations at various market levels, reflecting the entire experiential process afforded to consumers. In the case of voluntary organizations if they can unlock their brand heritage and it will improve volunteer engagement, to the extent that organizations 'with a long history, core values, positive track record, and use of symbols possess, whether consciously or not, an inherent advantage in an increasingly competitive landscape'. In the luxury literature, heritage is distinctly recognized as an integral component of a luxury brand's identity. In the context of tourism preconceived notions of brand heritage stimulate the increased experience of existential authenticity, increasing satisfaction with the visitor experience. For consumer goods the communication of continuity of the brand promise can increase perceived brand authenticity. Heritage brands are characterized by their distinctive capacity to seamlessly integrate past, present, and future temporal dimensions.


Brand strategies


See also

*
Advertising management Advertising management is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy. Marketers use different types of advertising. Brand advertising is defined as a non-personal communic ...
*
Brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...
*
Brand ambassador A brand ambassador (sometimes also called a corporate ambassador) is a person paid by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the ...
* Brand architecture *
Brand awareness Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of the two key components of brand knowledge, as defined by the associative network memory model. It plays ...
*
Brand engagement Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. It comprises one aspect of brand management. Brand engagement impacts brand attachment and positively influence on customer purchase in ...
*
Brand equity Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the pro ...
*
Brand extension Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this ...
* Brand implementation * Challenger brand * Chief brand officer *
Co-branding Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. Co-branding is an arrangement that associates a single product or service with more than one brand name, ...
*
Consumer behaviour Consumer behaviour is the study of individuals, groups, or organisations and all activities associated with the Purchasing, purchase, Utility, use and disposal of goods and services. It encompasses how the consumer's emotions, Attitude (psy ...
* Corporate branding *
Employer branding Employer brand is branding and marketing the entirety of the employment experience. It describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and va ...
* Faith branding *
Generic trademark A generic trademark, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that, because of its popularity or significance, has become the generic term for, or synonymous with, a general class of products or ...
*
Hallmark A hallmark is an official Mark (sign), mark or series of marks struck on items made of metal, mostly to certify the content of noble metals—such as platinum, gold, silver and in some nations, palladium. In a more general sense, the term ''Wikti ...
*
History of marketing The study of the history of marketing, as a discipline, is important because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marke ...
* Individual branding * Internet branding * Nation branding *
Outline of management The following outline is provided as an overview of and topical guide to management: Management (or managing) is the administration of organizations, whether they are a business, a nonprofit organization, or a government body. The following ou ...
*
Personal branding Personal branding is a strategic process aimed at creating, positioning, and maintaining a positive public perception of oneself by leveraging unique individual characteristics and presenting a differentiated narrative to a target audience. The co ...
* Place branding *
Rebranding Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors ...
*
Return on brand The return on brand (ROB) is an indicator used to measure brand management performance. It is an indicator of the effectiveness of brand use in terms of generating net income, a special case of return on assets. ROB is calculated as the ratio of n ...
* School branding * Semantic Brand Score *
Silver hallmarks A silver object that is to be sold commercially is, in most countries, stamped with one or more silver hallmarks indicating the purity of the silver, the mark of the manufacturer or silversmith, and other (optional) markings to indicate the dat ...
*
Social media Social media are interactive technologies that facilitate the Content creation, creation, information exchange, sharing and news aggregator, aggregation of Content (media), content (such as ideas, interests, and other forms of expression) amongs ...
*
Trademark dilution Trademark dilution is a trademark law concept giving the owner of a famous trademark standing to forbid others from using that mark in a way that would lessen its uniqueness. In most cases, trademark dilution involves an unauthorized use of anoth ...
* Visual brand language


References


Bibliography

*
Naomi Klein Naomi Klein (born May 8, 1970) is a Canadian author, social activist, and filmmaker known for her political analyses; support of ecofeminism, organized labour, and criticism of corporate globalization, fascism and Criticism of capitalism, ca ...
. ''
No Logo ''No Logo: Taking Aim at the Brand Bullies'' is a book by the Canadian author Naomi Klein. First published by Knopf Canada and Picador in December 1999, shortly after the 1999 Seattle WTO protests had generated media attention around such is ...
.'' Picador USA, 2009. * Wally Olins. ''The Brands Handbook.'' Thames & Hudson, 2008. * Wally Olins. ''On B®and.'' Thames & Hudson, 2005.


Further reading

* Demirdjian, Z. S., "Rise and Fall of Marketing in Mesopotamia: A Conundrum in the Cradle of Civilization", In ''The Future of Marketing's Past: Proceedings of the 12th Annual Conference on Historical Analysis and Research in Marketing,'' Leighton Neilson (ed.), CA, Longman, Association for Analysis and Research in Marketing, 2005 * Petty, R.S., "A History of Brand Identity Protection and Brand Marketing", in ''The Routledge Companion to Marketing History,'' D.G. Brian Jones and Mark Tadajewski (eds), Oxon, Routledge, 2016, pp 97–114 * Moore, K. and Reid., S., "The Birth of the Brand: 4000 Years of Branding", ''Business History,'' Vol. 50, 2008. p. 5–23 * Twede, D., "A History of Packaging", in ''The Routledge Companion to Marketing History,'' D.G. Brian Jones and Mark Tadajewski (eds), Oxon, Routledge, 2016, pp 115–130


External links

* {{Authority control