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Branding And Branding Theory

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Abstract
In this research paper, I have included the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. I realized an intersection of the branding and marketing strategy theories. Branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.

Brands and branding
Branding has become
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32). Branding means more than establishing the name for a company or for a product line. Branding is a longterm state of mind, that requires the management of the company’s strategy, the coordination of its objectives and resources. The brands are seeking to provide both tangible and intangible benefits to the customers, so that they adhere to the brand’s ideals. The tangent directions between brand and strategy refer to the following: what product attributes must be materialized? What advantages are being created? What are the consumers` benefits? What are the brand’s ideational values? For many companies, the brand is perceived only as an external face of marketing, a colorful name and a nicely designed package. But the brands` advantages are proved by the fact that unbranded products are much cheaper than branded ones. A successful brand must assume the leadership for the product category that it belongs to. Brands must always bring innovation, make a difference, be meaningful. A brand is not just a simple participant on a market, it creates and manages the market through a vision of what the product category should be (Kapferer, 2008, p…show more content…
But what really last is the brand and the content of its meanings. The brand gives a strong impression, which allows a structure of long-term perceptions. Therefore, the brand creates a cognitive filter: the less pleasant and discordant aspects are being forgotten. Thereby, the failure of some brand extensions does not influence the brand perception very much. The BIC example is relevant: a company specialized in stationery will have difficulties in launching a perfume. The brand is more flexible than a product. After the atypical elements are eliminated, the brand perception creates the illusion of permanence and coherence. Resulting from this is the importance of establishing the brand’s defining values. A brand represents the memory, but also the future of its described products. (Kapferer 2008,