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This section provides an overview of branding, an idea that seems
to have ‘come of age’ in marketing circles. It’s
a term that’s now very regularly used (sometimes misused).
Some claim it is what marketing is really all about, creating
a strong brand. After completing this section you should be able
to:
1. offer at least three distinctive definitions of what a brand
is;
2. list at least five of the major components making up the brand;
3. understand the main branding strategies available to organisations;
4. plot a brand-positioning map for a leisure market you are familiar
with.
Many people now argue that the purpose of all other elements
of marketing is to help create and maintain valued brands. If
this is true, it means branding is now fundamental to marketing
practice.
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| Jon
Weaver, Marketing Manager, Bournemouth
Borough Council |
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