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Preface Why Brands? What is Brand? Brand Transformation Brand Vision: Concepts and Creation Pushing the Brand to Higher Orbits Pressing Hot Buttons in Consumer Value Space Internal and External Leveraging of Brand Assets Decoding Branding Strategy Shifting Brand Gears to Stay Connected Power Branding: Unequal among Equals References
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Brands and brand management
2018 •
Mouad Lamfichekh
This article elaborates on the subject of brands. The understanding of brands has changed along with the times and economic climate. The change requires companies to shift their thinking of brands from a marketing-oriented function to a guiding principle that involves every aspect of the organization. Modern brand thinking no longer revolves around tangible brand attributes such as logos and colors, these merely make up the visible brand. Every new brand need to position and brand itself as a company that can deliver significant added value for the customers, through expanding the service model of traditional advertising agencies. The brand includes the company to advocate transparency and diversity, Visible communication, and points of contact with the company. From the website to the office and the tangible products. Brands are required to be consistent and viable.
Cases on Branding Strategies and Product Development: Successes and Pitfalls
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Dilemmas of Branding for Start-ups
Amirhossein Roshanzamir
Most of the start-ups have challenges in building up their corporate brand as they have no resources, such as money and internal structure, nor do they have customers or even a consistent idea how the end-product should look like. Having a strong brand enables start-ups to increase their visibility and ensure a certain level of quality which ultimately increases their chance of success. Nonetheless branding, as a growing field, focuses mainly on well-established firms who are already successful as opposed to start-ups whose business model involves lots of risks and their success is still uncertain. Digitalization provides immersive opportunities for the startups to engage and communicate with their potential customers and stakeholders. The tremendous success of the new wave of start-ups, such as Facebook, Uber, Airbnb, and Coursera, which are now revolutionary brands, testifies the critical impact of digitalization on start-up brand building. This paper reviews the opportunities and challenges which start-ups face in building up their brands in the digital era and suggests a conceptual model with three notions including emotion, innovation, and cocreation to address these dilemmas. Later, Coursera is reviewed as one of the most successful education-focused technology startups in order to illustrate the application of the model. This paper highlights the vital role of branding for start-ups in the digital era and the findings contribute to the literature by articulating a three stages modular and incremental approach to build a start-up’s brand from scratch.
Strategic Brand Management in the Market
2021 •
Diana Fayvishenko
The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the...
Wiley Encyclopedia of Management
Brand and Branding
2015 •
Tanya Sammut-Bonnici
A brand can be defined as a set of tangible and intangible attributes designed to create awareness and identity, and to build the reputation of a product, service, person, place, or organization. The objective of branding strategy is to create brands that are differentiated from the competition, thereby reducing the number of perceived substitutes in the marketplace, increasing price elasticity, and improving profits. Branding strategies are built on the interdependent frameworks of competitive brand positioning, value chains development, and brand equity management. Competitive brand positioning requires the identification of a distinct market space and a cognitive location as perceived by consumers. Value chain development is based primarily on product development and market development. Product development includes strategic initiatives on product design, product innovation, and the ability to introduce new product lines and category extensions. Market development revolves around pricing strategy, distribution strategy, and marketing communications. Brand equity is the set of assets and liabilities associated with a brand. The trend in branding is moving beyond the customer's perception of a brand, to the measureable metrics of customer satisfaction throughout the value chain.
