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Line 1: − A '''brand''' is a mark inflicted on skin or hide using hot metal in the form of a [[branding iron]]. Brands were commonly used to indicate ownership of cattle and other livestock, before the development of plastic ear tags; different owners would use a different style of brand. Branding was also commonly used in former times as a punishment for certain classes of criminal.+ − Deriving from the above, a '''brand''' is also the term for a registered trade name. Brand names such as [[Coca-Cola]] are considered to be of very high monetary value. A modern company's 'brand' might include the company's name, [[logo]]s, slogans, famous people who endorse the company, and more nebulous public perceptions that the company wishes to cultivate as part of its 'brand identity'.+ − + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + − + − + + + + + + + + + + +
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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 ==
==See Also==
Branding is "the process of creating a positive and distinct perception of a company, its products, or services in the minds of consumers. It encompasses various elements like a company's name, logo, design, mission, and consistent messaging across all [[marketing]] channels. Essentially, branding is about building an identity that resonates with the target audience, differentiating the company from competitors, and fostering customer loyalty."<ref>[https://www.google.com/search?q=Branding&oq=Branding+&gs_lcrp=EgZjaHJvbWUyBggAEEUYOTIHCAEQABiABDIKCAIQABixAxiABDIKCAMQABixAxiABDIHCAQQABiABDIHCAUQABiABDINCAYQLhiDARixAxiABDIHCAcQABiABDIHCAgQABiABDIGCAkQLhhA0gEINDkyNmowajGoAgCwAgA&sourceid=chrome&ie=UTF-8 Branding]</ref>
== 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."<ref>[https://www.google.com/search?q=Branding+and+emotion&oq=Branding+and+emotion&gs_lcrp=EgZjaHJvbWUyBggAEEUYOTIICAEQABgWGB4yCAgCEAAYFhgeMggIAxAAGBYYHjIICAQQABgWGB4yDQgFEAAYhgMYgAQYigUyDQgGEAAYhgMYgAQYigUyDQgHEAAYhgMYgAQYigUyBwgIEAAY7wUyBggJEC4YQNIBCDYwMzlqMGo0qAIAsAIB&sourceid=chrome&ie=UTF-8 Emotions and branding]</ref>
Articles:
*[https://www.forbes.com/councils/forbescommunicationscouncil/2024/12/05/emotional-branding-connecting-with-consumers-on-a-deeper-level/ Emotional Branding—Connecting With Consumers On A Deeper Level], Forbes, 2024
*[https://surveysparrow.com/blog/emotional-branding-101-what-why-examples/ Emotional Branding: A Comprehensive Guide to Lasting Customer Relationships]
*[https://www.forbes.com/councils/forbescommunicationscouncil/2022/12/06/15-brand-boosting-benefits-of-emotional-marketing/ 15 Brand-Boosting Benefits Of Emotional Marketing], Forbes, 2022
*[https://clevertap.com/blog/emotional-branding/ Using Emotional Branding Effectively]
*[https://hbr.org/2015/11/the-new-science-of-customer-emotions The New Science of Customer Emotions], Harvard Business Review, 2015
== Rebranding/repositioning ==
''See also:'' [[Rebranding]]
According to ''[[Marketing]] Business News'', "Rebranding is the process of changing the image of a company or product. The aim is to make the new image more attractive to consumers. It is a marketing strategy that involves changing the logo, name, symbols, or a combination of all of them. We rebrand to raise awareness of a company's or product's new identity."<ref>[https://marketbusinessnews.com/financial-glossary/rebranding/ What Is Rebranding? Definition And Examples]</ref>
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."<ref>[https://innismaggiore.com/blog/jcpenney-showed-brand-reinvention-can-stretch-only-so-far/ Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far] by Dick Maggiore at the Innis Maggiore Ad Agency</ref>
==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<ref>[https://brandfinance.com/press-releases/global-soft-power-index-2022-usa-bounces-back-better-to-top-of-nation-brand-ranking#:~:text=%E2%80%9CThe%20composition%20of%20the%20Global,Kingdom%2C%20Germany%2C%20and%20China. Global Soft Power Index 2022: USA bounces back better to top of nation brand ranking], Brand Finance website, 2022</ref>:
# 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==
* [[Advertising]]
* [[Advertising]]
* [[:Category:Firearms Manufacturers|Firearm brands]]
* [[:Category:Knife Manufacturers|Knife brands]]
== External links ==
*[https://blog.hubspot.com/marketing/branding What is Branding? Understanding Its Importance]
*[https://www.thebrandingjournal.com/2015/10/what-is-branding-definition/#:~:text=It%20is%20a%20strategy%20designed,be%20part%20of%20its%20world. What Is Branding?], The Branding Journal
*[https://www.ama.org/topics/brand-and-branding/ Branding], American Marketing Association
*[https://www.vistaprint.com/hub/what-is-branding What is branding and how to harness the power of it]
*[https://www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/ What Is Branding and Why Is It Important for Your Business?], BrandingMag
*[https://www.entrepreneur.com/starting-a-business/business-the-basics-of-branding/77408 Creating a Brand: How To Build a Brand From Scratch], Entrepeneur magazine
==References==
<references/>
[[Category:Commerce]]
[[Category:Commerce]]
[[Category:Manufacturing]]
[[Category:Manufacturing]]