I’m going to start this blog with an introduction about ”branding”. Although brand management is an important activity for some companies, brand management has only emerged as a top management priority in the last decade or so.
”According to the American Marketing Association, a brand is a name, term, sign, symbol or a combination of them that is designed to identify the goods or services of one seller or a group of sellers and to differientiate them from those of competitors. Technically speaking then, whenever a marketer creates a new name, symbol or logo, etc for a new product, he or she has created a brand.”
”A brand is a reason to choose.” – Cheryl Burgess
”Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception. – Ashley Friedlein
”A brand is a meaningful perception of a product, a service or even yourself – either good, bad or indifferent – that marketeers want people to believe based on what they think they hear, smell, see, taste and generally sense from others around them.” – Josh Moritz
”Branding is more than a name and symbol. A brand is created and influenced by people, visuals, culture, style, perception, words, messages, PR, opinions, news media and especially social media. Like when a child is born and given a name, a brand needs nurturing, support, development and continuous care in order to thrive and grow. Some brands have a life cycle and grow old like people. Some brands are timeless and never die, are “born again” or reinvented, while some brands live a short but powerful life and have an iconic legacy.” Lisa Buyer
As you can see, there are many definitions for branding.
I hope you will follow me on the journey to discover what lies behind Coca-Cola!