| There are a large number of definitions of branding.
For example:
- "A maker of a sign pointing something outî (Lury 1998)
- "All aspects of a product/service plus the area surrounding
itî (Ellwood 2002)
- "A bundle of benefits as perceived by the customerî (Kapferer
1997)
- "Signs and symbols that differentiate one offering from
another, hopefully in a positive wayî (Van Auken 2002)
Although these are all a little different they do have some things
in common.
1. Brands have to be easily recognisable
2. Brands signal (communicate) much to the consumer
3. Brands help consumers make choices by pointing out the differences
between Product A and Product B
Brands work hard by achieving a lot in a short space of time.
Once an organisation has developed and made their brand(s) familiar,
consumers can quickly recognise them. If the branding strategy
is really successful, consumers will associate the brand with
many positive attributes. They should also immediates know which
products or service a brand relates to. So that you can test yourself,
we’ve listed a few brands here:
- Kellogg’s Cornflakes
- Nike Shoes
- Tesco
- BMW
- Hilton
As you read through the list, you probably thought about the
products (cereal, sports shoes, supermarket, car, hotel). But
the brand names will almost certainly have triggered a lot more
than that. You may have also: thought: healthy, trendy, value
for money, luxury and prestige.
All these adjectives will have been stimulated by what the brand(s)
mean to you. This shows that what brands are good at is allowing
us to store up lots of feelings and thoughts that we attach or
associate to each brand we are familiar with. There is a huge
range of choice offered to most western consumers, from toothpaste
and tourist destinations to French fries and films!
A key rule for branding is to ensure your product is easily recognised
and remembered, and then associated in the consumer's mind with
relevant positive attributes. So when the busy mother realises
she needs more coffee, she doesn't have to make a list of all
89 possible options, she takes a short cut and perhaps considers
just 3 possible brand to buy. This smaller group of brands considered
for purchase is known as the èevoked setî.
The concept is clearly understood in a variety of ways:
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| Stuart
Perl, Regional Director of Marketing
(EMEA), Cunard Line Seaborne Cruise Line. |
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| Jon
Weaver, Marketing Manager, Bournemouth
Borough Council |
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| Heather
Moore, Marketing and Promotions Officer
Marwell Zoo, Hampshire |
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