The implications of brand and marking have been advancing over the past a few decades. This

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

The definition and importance of brand has been discussed by many scholars. Kotler (2006:334) defined Brand as ‘a name, term, symbol or design which helps the sellers to differentiate its products and services from its competitors’. Duncan (2008:70) claimed that a brand is a perception of a company or a line of products and services which is result from the experience and information. About the importance of brand management, Groucutt (2005:120) stated effective brand management can help a company gain and sustain competitive advantages. According to branding; the corporation can obtain legal protection through copyright, trademarks and patents. In addition, the company can also add value to its product and services. Furthermore, a brand can help the company to differentiate its

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.

The value given to the brand by the consumer is the brand’s equity. The brand obtains its

Brand value is created in conjunction with the components of the marketing mix. Each of the four components must promote a

In the modern era of marketing, brand management has proved its importance by being a widely discussed topic. While brand value was primarily connected with customers only, its importance into non-customer areas has been acknowledged. Brand equity and brand value are argued on their relation with relevant stakeholders. In this assignment I am reflecting on the importance of managing these stakeholder relationships.

14) Kapferer (2008): The concept brand equity has become a central marketing concept due to the increasing scientific and business interest in brands.

This is why it’s essential for brands to get to know their markets, their buyers & the brand elements required of them, in order to build and create effective branding strategies. The following essay discusses this further.

This study provides a detailed examination of the highly debated academic conceptions of the notion of brand

ANSWERS TO TEN COMMON BRANDING QUESTIONS One of the most popular and potentially important marketing topics to arise in the 1980 's was the concept of brand equity. The emergence of brand equity, however, has meant both "good news" and "bad news." The good news is that it has raised the importance of the brand in marketing strategy -- which heretofore had been relatively neglected -- and provided impetus for managerial interest and academic research activity. The bad news is that the concept has been defined a number of different ways for a number of different purposes,

Recently, brand equity has increasingly been defined in customer-based contexts. It defines brand equity as the value of a brand to the customer (Aaker, 1991; Keller, 1993) defines brand equity as “a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firms’ customers." Brand awareness, brand associations, perceived quality, brand loyalty and other proprietary assets were the five assets of brand equity. Keller (2003) argued that the power of a brand lies in the minds of the customers and what they have experienced and learned about the brand over time. He defines customer-based brand equity as “the differential effect that brand knowledge has on

A brand is not only a combination of names, slogans, logos, packaging, advertising and marketing that together give a particular product or service a physical, recognisable form, brands have a cerebral dimension, which is the reputation they a consumer’s mind. Brands must engender trust and loyalty if they are ultimately to be purchased. (Williams 2000). Therefore, what would be considered a successful brand is one that signifies the relationship between the company and the customer and requires intelligent, strategic and coordinated decisions in many areas of marketing (D et al. 2008). A brand identity serves as a way to communicate the values of a company or service to people and for this reason, is a vital part of any business. (Markovich 2016)

“A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the customers. Brand is the relation of customer with the brand. It is promise which a company makes to the customer about the goods and service they offer (Gregg 2002) Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors offerings

In these ages, the material consumption became an important part in people’s daily life so it is interesting to finding the relationship between brand and diverse groups in the society. There are some words from the Philip Kotler and Gary Amstronga brand is defined as a "name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product" (Para. 3). In the past, the meaning of brand refers an inevitable outcome that it is used to identify different productions in markets. As the word improving, the effect of brand is not simple any more. It means that using brand effect can bring producers both huge economic and social benefit. In the other words, brand just like Mona Lisa’s smile that everyone can feel that is charming but no one can express it in clear words. However, brand effect shows different factors and consequence among producers, customers and the whole market.

The establishment of a unique brand is the target of any given business. A successful brand is that which customers can easily relate to, an aspect that enables a brand to be capable of gaining competitiveness in the market. The creation of a brand that a large percentage of customers can relate to and easily identify with translates to a large consumer base. Branding is primarily directed towards creating a positive perception in the minds of the consumers, an aspect that makes the customers to understand what they would expect from a business. The development of a brand by a business is primarily processual, and ensuring that there is an effective strategy in brand development helps ensure the emotional connectivity and appeal of the brand to the customers (Powers, 341-360).