Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.
What is a family brand name?
Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace).
What is a manufacturer's brand?
Common practice where a manufacturer markets a good or family of goods under its own brand name(s). The objective is to attract and retain satisfied-customers whose loyalty may be transferred to the manufacturer's other products.
Here are a few simple, time-tested tips:
- Get a great logo.
- Write down your brand messaging.
- Integrate your brand.
- Create a "voice" for your company that reflects your brand.
- Develop a tagline.
- Design templates and create brand standards for your marketing materials.
- Be true to your brand.
- Be consistent.
Brand marks are visual images, elements or symbols used to identify a brand and contribute to building and maintaining its image. Examples of marks include a company's logo, coloring, design or picture.
- To register a trademark, go to the U.S. Patent and Trademark Office's Web site, www.uspto.gov.
- Make sure someone else hasn't already registered the mark your category by checking the Trademark Electronic Search System database .
Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier. So what exactly is a brand? A brand represents the sum of people's perception of a company's customer service, reputation, advertising, and logo.
Under line branding strategy, complementary products combine to form a complete whole with a common concept. The products in the line draw their identity from the main brand. They enhance the brand by reinforcing each other. Line branding strategy improves the brand's marketing power when marketed under a common brand.
Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization.
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company."
Individual branding is a strategic approach used by firms with sufficient resources to create a separate identity for each product they offer. It makes the most sense when a company sells items in very different categories, like candy and detergent, or to highly distinct target audiences.
Branding your service-based small business, though, poses challenges greater than those faced by product-driven companies. Services are intangible and each customer experience is unique. Even a small number of bad customer experiences can severely damage your brand and service reputation.
Basically, a brand guide is a manual that explains and usually also shows how a brand is to be expressed verbally and visually when you are creating sales, marketing, and other materials on behalf of a brand.
Retail branding requires strategy, which is the tactics a company adopts to arouse consumers' interest in its brand. According to the marketing website Design Damage, strategy starts when a company's marketing department defines a brand that embraces its business model.
Branding is people's perception of you, just as how people perceive Bob. Now replace Bob with anything, a product, service, business, or anything really. People will always have a perception of something because humans always associate people, businesses, or anything with an identity. So yes, anything can be branded!
Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.
Effective branding can help your product stand out against competitors'. This is particularly important in competitive markets. There is a range of methods you can use to make your product stand out. Remember, consumers choose products and services using emotional as well as rational judgements.
Some of these items are the name, logo, tone, tagline, typeface, and shape that create an appeal. Brand identity is a separate category from brand image. Brand identity is the message the consumer receives from the product, person, or thing. Brand identity should be a consistent message received by its audience.
In simple terms, there is a difference between company and brand. Company refers to the organization that markets or produces products or services; brand refers to the image and “personality” a company applies to its products. In reality, the two can overlap.
•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. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
The brand name, logo, slogan, jingle, and packaging style are all examples of Brand Elements. Desirable Brand Elements should be as many of the following characteristics as possible: Meaningful (ie, effectively enable customers to understand the meaning of the Brand – EG. the Brand's Character)
A private brand is a product that is exclusively manufactured for a retailer. The retailer will market the product under its own brand name. Prices for private brands are usually set cheaper than competing name brands.