Branding
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Branding is a strategy, and brand is what has
meaning to the consumer.
Brand occupies space in the perception of the
consumer, and is what results from the totality of
what the consumer takes into consideration before
making a purchase decision
-
 A brand is just a logo device like McDonald's
Golden Arches.
- A brand is a legal instrument, existing in a
similar way to a patent or copyright.
- A brand is a company e.g. Mercedes Benz.
- A brand is shorthand. A brand that is perceived
as having benefits in the mind of the consumer is
recognised and acts as a shortcut to circumvent
large chunks of information. So when searching for a
product or service in less familiar surroundings you
will conduct an information search. A recognised
brand will help you reach a decision more
conveniently.
- A brand is a risk reducer. The brand reassures
you when in unfamiliar territory.
- A brand is positioning. It is situated in
relation to other brands in the mind of the consumer
as better, worse, quicker, slower, etc.
- A brand is a personality, beyond function e.g.
Apple's iPod versus just any MP3 player.
- A brand is a cluster of values e.g. Waitrose is
reliable, ethical, invaluable, innovative and so on.
- A brand is a vision. Here managers aspire to see
a brand with a cluster of values.
- A brand is added value, where the consumer sees
value in a brand over and above its competition e.g.
Audi over Volkswagen, and Volkswagen over Skoda -
despite similarities.
- A brand is an identity that includes all sorts of
components; depending on the brand e.g. Body Shop
International encapsulates ethics, environmentalism
and political beliefs.
- A brand is an image where the customer perceives
a brand as representing a particular reality e.g.
Stella Artois Reassuring Expensive.
- A brand is a relationship where the consumer
reflects upon him or herself through the experience
of consuming a product or service.
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