Difference between revisions of "Brand"
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* ''Positioning: The Battle for Your Mind'' by Al Ries, Jack Trout and Philip Kotler. McGraw Hill. December 13, 2000 | * ''Positioning: The Battle for Your Mind'' by Al Ries, Jack Trout and Philip Kotler. McGraw Hill. December 13, 2000 | ||
* ''How Brands Grow: What Marketers Don't Know'' by Byron Sharp. Oxford University Press. April 12, 2010 | * ''How Brands Grow: What Marketers Don't Know'' by Byron Sharp. Oxford University Press. April 12, 2010 | ||
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==See also== | ==See also== | ||
Revision as of 01:59, August 19, 2025
Deriving from the above, a brand is also the term for a registered trade name. Brand names such as Coca-Cola and Walmart are considered to be of very high monetary value. A modern company's 'brand' might include the company's name, logos, slogans, famous people who endorse the company, and more nebulous public perceptions that the company wishes to cultivate as part of its 'brand identity'.
Branding
Emotional branding
See also: Emotion
"Emotional branding leverages consumers' emotions to foster stronger connections with a brand. It goes beyond traditional marketing by focusing on creating an emotional resonance with the target audience, aiming to build lasting relationships and loyalty. This approach taps into the power of emotions to influence purchase decisions and brand perception."[1]
Articles:
- Emotional Branding—Connecting With Consumers On A Deeper Level, Forbes, 2024
- Emotional Branding: A Comprehensive Guide to Lasting Customer Relationships
- 15 Brand-Boosting Benefits Of Emotional Marketing, Forbes, 2022
- Using Emotional Branding Effectively
- The New Science of Customer Emotions, Harvard Business Review, 2015
Rebranding/repositioning
The Innis Maggiore Ad Agency, which works with major corporations, says concerning rebranding/repositioning: "When a brand’s meaning is strongly established in the mind, it’s extremely difficult — if not impossible — to change. It is possible to refine, adjust and hone a brand’s meaning when necessary. But repositioning a brand with a wholesale change? Hardly a chance."[2]
Soft power (Power of a country's brand)
See also: Soft power
Soft power is a nation's capacity to cause others to do things through persuasive/non-coercive means. The American political scientist Joseph Nye introduced the concept of "soft power" in the late 1980s.
Brand Finance, the world's leading brand valuation consultancy, annually list the countries with the strongest soft power.
Brand Finance's 2022 ranking of the countries with the most soft power
Brand Finance's 2022 ranking of the 10 countries with the most soft power[3]:
- United States
- United Kingdom
- Germany
- China
- Japan
- France
- Canada
- Switzerland
- Russia
- Italy
Books
- The 22 Immutable Laws of Branding by Al Ries and Laura Ries. Harper Business. September 1, 2002
- Positioning: The Battle for Your Mind by Al Ries, Jack Trout and Philip Kotler. McGraw Hill. December 13, 2000
- How Brands Grow: What Marketers Don't Know by Byron Sharp. Oxford University Press. April 12, 2010
See also
References
- ↑ Emotions and branding
- ↑ Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far by Dick Maggiore at the Innis Maggiore Ad Agency
- ↑ Global Soft Power Index 2022: USA bounces back better to top of nation brand ranking, Brand Finance website, 2022