Well this definition is more or less the same as explained above, but misses on a very crucial point which is that the application of marketing techniques to the brand should be consistent and is further explained as below.
Moving ahead, the next question which needs to be answered is “What is branding?” Also known as Brand Management, it was started as a discipline at Procter & Gamble PLC as a result of a famous memo by Neil H. McElroy. Branding (or Brand Mangement) is the process of making products and companies into brands. Branding is the consistent and disciplined way we communicate a brand’s essence to the public—employees, shareholders, vendors, customers. An adjunct is “brand development,” the process of identifying and establishing the brand’s essence and identity (well too many suffixes there...we will deal with these as we go ahead). Now let us understand what few learned men have to say about it.
Brand management is the application of marketing techniques to a specific product, product line, or brand.
“There is a difference between branding and brand development....Branding consists of the tactics used to deliver a brand’s distinction, and brand development is the discovery process used to find that distinction. Remember, the definition of a brand is ‘a claim of distinction.’ Branding tactics are the consistent use of colour, graphics and spokespeople used to communicate a brand’s distinction. But please don’t think that colours, graphics or spokespeople are the distinction. Those could change with the next campaign.”
—Jim Hughes, branding expert and president of The Idea House
Branding and Brand development can be seen as the process of moving the organization up the hierarchy as shown above. Building on mission and business strategy, the brand architecture is defined. On brand architecture are built brand strategy and brand expressions—how the company’s products, services and communications demonstrate and articulate the essence of the brand (well again, I will try and discuss these as we move ahead). That in short is what I had to say about branding.
Well to end it....I will like to quote these words of Mark di Soma, Audacity Group (they somewhat justify what I had said in my previous entries)
"Brand is the 'f' word of marketing. People swear by it, no one quite understands its significance and everybody would like to think they do it more often than they do"
First of all, what is a brand?
People have different opinions about what brand is. Try asking few marketing enthusiasts about "What is a Brand??". I am sure not only would they be surprised at your question, the answers to those (if they give any :P) would be as random as you can think them to be.
So lets us understand what few of the learned men in the world have to say about it.
- To start with...Wikipedia :)
A brand is a name or a trademark connected with a product or a producer.As simple as that. But as we discuss ahead we will see that Brand Name itself is one of the Brand Components. So the definition is a bit hazy, i would say, as according to this definition Brand itself is a part of Brand Component. - A “brand” is not a thing, a product, a company or an organization. A brand does not exist in the physical world—it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness—of individuals and of the public.
—James R. Gregory, “Leveraging the Corporate Brand”
- A brand is not an icon, a slogan, or a mission statement. It is a promise—a promise your company can keep....This is the promise you make and keep in every marketing activity, every action, every corporate decision, every customer interaction.
—Kristin Zhivago, “Business Marketing” - A brand is more than just advertising and marketing. It is nothing less than everything anyone thinks when they see your logo or hear your name.
—David F. D’Alessandro, CEO of John Hancock and author of “Brand Warfare: 10 Rules for Building the Killer Brand”
The above definitions must have given you an idea of what brand really is. It is what exists in the eyes or rather the mind of the beholder. On a lighter note it is nothing but everything.
Hey all
My first post...
This blog is all about 'BRAND'. But why only brand, whats so special about it? Well it is one of the few words in the English language which when taken alone has no meaning, or rather, insignificant meaning as compared to when it used along with other words (and if you do not believe me, try searching for brand on Google. the very second entry will not be of brand). BrandictionarY is an attempt to understand the meaning of all those words which are formed by adding prefixes or suffixes to BRAND (and believe me, well again, that there are many such words. in fact I am sure that the list would never end).
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