Assessing Branding and Rebranding
Kalyn Barnoski
Graphic Communication II
Teresa Valero
May 4, 2015
What is a Brand
When people are asked, “what is a brand?,” Many things come to mind. They think brand is equivalent to a logo. Once upon a time, brands were simply a mark to tell the difference between ‘yours from mine’, but since the olden days of branding cattle and differentiating belongings, things have changed quite a bit.
“In reality, a brand is like an iceberg. The tip is the most obvious and visible part – the logo – but most of the iceberg is actually under the surface; the strategy, service offering, culture, experience and other aspects which all contribute to the overall brand.” –Millward Brown, The Disappearing Iceberg.
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The brand is the service that is offered
It is not just about the product or company, itself, that one must have the capacity to offer the consumers it is targeting, but it is also about how you offer it. The experience and interaction of the consumer is something of vital importance in taking the brand that one is trying to create a surrounding idea and experience for, from a place that singularly is around to sells things, to something much, much more than that: an engaging partnership between company or product and consumer, a life changing, passion igniting icon amongst the crowd. The brand is the people who you integrate into your company
Your employees are the most important people to your brand. If they are not on your side or not a huge influence on the character of the company, the brand experience that the company or product is trying to creat falls flat. It is the job of your leadership to inspire your employees to live the brand in everything that they do.
A good, nay, great example of a brand that no only has influential design, but arguably has also one of the most successful employee versus brand relationship, along with a very strong employee morale within the company is none other than IBM.
IBM, according to their company website:
“He didn’t talk about product lines or strategy. Instead,
Watson (Thomas Watson Sr., Founder) preached unity of purpose. ‘We want you all to get together and everybody have their shoulder
According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental
A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.
Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.
Remembering that a brand is more than simply a logo, this guide is offered to help you understand and develop not merely a symbolic brand, but rather a living brand that is
According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.
Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates
The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.
Brand- is a name, term, design, symbol, or other feature that separates an organization or product from its challengers in the judgments of the customer. Brands are used in business, marketing, and advertising.
A brand is a name, term, design, symbol, or any other feature that identifies one seller 's good or service
Basically, branding is a philosophical expression of the human condition. It is about belonging/attachment. Belonging to a tribe, to a religion, to a family and to a product. The Branding establishes a sense of attachment. It has this function for both the people who are part of the same group and also for the people who don’t belong. The origins of branding are basically related to the nature of the human condition. A tribe is a brand—religion is a brand. When it shows itself in a modern, fashionable form, you are expected statingbranding that began in the 19th century. It was basically affiliation with fast-moving consumer goods. But that is a distortion of what branding is. That type of branding is a manifestation of differentiation. It’s a differentiation of onefast-moving consumer product from another. Brands are a direct consequence of the strategy of market segmentation and differentiation.
Having a branded product increases the volume of sales. However, brands also need to have a lasting impression on the clients in order to be appealing.
Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.
Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where
In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns
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