Branding Is A Expression Of The Human Condition

The definition of a brand has evolved over the years, giving it a variety of meanings. Williams (2000) defines it as ’a combination of names, slogans, logos, product design, packaging, advertising and marketing that together give particular products or services a physical, recognisable form’. Another definition describes a brand as ’a form of ’crystallised knowledge’ (Arvidsson 2005 p. 7). Brands can also use as a strategy to differentiate themselves from competitors, to potentially encourage the consumer to recognise and purchase their goods. Hart and Murphy (1998) points out that ’people have used brands and marks to distinguish products since the earliest times, dating back to 2000 BC’. According to research owners of cattle, slaves, timber and crockery would burn or brand they produce using markings or symbols, using a hot rod iron. The term branding originates from the Old Norse “Brand”, which means to burn (Kurtuldu, 2008).

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

     Moving beyond the look and taste of these two giants in the soft drink empire, we must examine the other uses they offer. Going back to the taste testing event you may have wondered about how it could be a good thing that Coca-Cola’s drink can cause your taste buds to go numb. Well, let me explain. All soft drinks have varying levels of carbonation that can be used for different purposes. Take Coca-Cola for example. This drink has one of the strongest levels of carbonation. If you

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

As defined by Kotler and Armstrong (2013), a brand is a name, term, sign, symbol, design, or a combination of these that identifies the seller or the product or service from its competitors. With that being said, it really does encompass a broader definition as to what the name only suggests. Thus, anything associated with its composition – name, term, sign, symbol or design – can critically affect the brand of a business and hence, could make or break your business per

According to Philip J. Kotler “a brand is a name, term, sign symbol or design, or a combination of them to identify the goods or services of one seller or a group of sellers and to identify them from the competitors”. This definition expresses the brand as the sum of the representations that we have, however, the brand is also a cultural agent. To remain permanently in the mind of the consumer brands must build a recognizable brand and offer their cultural role models to their customers. Thus it is necessary to include this cultural aspect to the marketing strategy of the brand. After explaining how this cultural and aspirational aspect is

In a society where corporations are constantly competing for business, branding has become the ultimate way for companies to win over customers. Defining exactly what a brand is, however, is a challenging task. ‘Brand’ has become something of a buzzword over the past decade, though this is not without reason, given the functional purpose of branding in building a competitive business. Branding is much more than a buzzword - it is, in a sense, a company’s promise to its consumers. When a product, service, or company is well branded, consumers know exactly what they’re going to get when they invest. In another sense, branding is the outward projection of what a business hopes to associate with its name. A brand includes not

Coke is a beverage and is one of the most recognised brand in the world. Is has energy and flavour. It can be purchased everywhere. Its fresh and it shares happiness. People become very aware of coke when they are thirsty. It is a refreshing product. It also has a red can which stands out to consumers when they are purchasing a soft drink. Coke want consumers to be aware of the brand everywhere they go. Even if consumers don’t realise it coke adverts and products are everywhere. The font on the coke can also stands out to the consumer because it is in big writing and is in italics. If customers have a low involvement with the brand they might just purchase the brand based on salience.

For a company’s brand, this personality - based upon value opportunities, is the frame work of a good brand. Branding communicates that a company and their products share the same values as its customers.

The strength of a brand differs from one industry to another. In the past, branding was used to determine what goods belong to the different producers, but today, as well as determining the difference, it is used to influence the buying decision of consumers and this is why it has become a very important tool. The introduction of branding has become an influential part in the way we as consumers live our lives, this is because for every purchase made, it is decided based on the brand we are most influenced by. In this modern society, brands not only represent the product, but also have a strong connection with perceived quality, consumers ' lifestyle, social class and taste. Although, a newly established brand may have material makers (Name, logo and unique packaging), the perception of the brand strength cannot

Branding is the act of representing an item in the market, the entertainment field, academic field and more so for consumer reliability. Branding in this case would refer to the art of labelling of the different products and services for effective and efficient marketing. Branding just like most of the cosmos across the world has gone through evolutionary stages as it is in the “Human Era” after it evolving from the “Institutional Era” (Barrat, 2013). In the “Institutional Era”, branding took a perspective where products were branded independently to come into human life and on the basis of their origin institutions. The first consideration was the institution that developed the product and the product branding, therefore, sort to familiarize the market with the organization (Bodin, Heas, & Robene, 2004). Currently, the product seeks to converse the required information for itself like human beings and thus the term, “Human Era”.

Branding is essential to our marketing industry. It is crucial to how we view our products. Branding is the building block to any successful company. You can’t have a successful company without

There are two ways of evaluating brand strategies. The first is a research-based evaluation. The aim of this approach is to put a financial value on the brand measured by customer’s behaviours and attitudes towards the brand itself. Components of the measurement are: awareness, knowledge, familiarity, relevance, satisfaction, and recommendation (Robert Vitale). Second approach is financially driven. This time brand valuation is used to approximate the value of the brand and it is based on subjective judgments of people within the organization in question. The earnings stream is estimated then divided by those attributable to the brand, to the fixed assets, and to other intangible assets. Next there’s an estimation of value for the brand in the market (Robert Vitale). These tools are so important because without checking up on ones brand image, it could possible take a turn down a path in the minds of the market in a direction the company does not want to go.

A brand is more than a physical good. The brand is a company’s key strategic asset (Kapferer, 1997). Brand is something that resides in the consumers’ minds which helps consumers to differentiate the products of one creator from the others. As such the brand becomes a symbol that connects the company or its products with the customers in a relationship and represents the entire “product personality” (Leuthesser, 1988, p.2; Keller, 1991, p.4; Rajendra K. Srivastava and Allan Shocker, 1991, p.5; Aaker, 1996, p.7,35).

Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product. A brand can provide a guarantee of reliability and quality, in fact.