BRANDS AND BRANDING. potx

[...]... more recent emergence of Microsoft and Nokia as inspirers and enablers of social change Understanding the role of brands If brands are so demonstrably powerful, and since the definition and benefit of brands embrace every type of business and organisation, the question to ask is why every business and organisation would not want to concentrate their resources, structure and financial accountability around... shaping and presenting a brand to its audiences in the most powerful way, brands and marketing are not the same thing And as far as the need for ceo attention is concerned, if the brand is the most important organisational asset, it makes rational sense for it to be the 7 BRANDS AND BRANDING central management preoccupation Business strategy is, or should be, brand strategy, and vice versa Effective and. .. flank of an animal), and explain how “branding” has become so important to business strategy But first, there is a short history of brands A short history of brands The word brand comes from the Old Norse brandr, meaning to burn, and from these origins made its way into Anglo-Saxon It was of course by burning that early man stamped ownership on his livestock, and 13 BRANDS AND BRANDING with the development... that successful brand management goes well beyond the cosmetics of branding (brand name, packaging, advertising, and so on) All great brands are built on a bedrock of trust derived from customers’ experience of buying and using products and services sold under the brand name The resulting brand equity is then reinforced by excellent branding, usually playing a supporting role Of those brands ranked the... brand stewards, working to close the gap between the promised and the delivered brand experience Brands create customer value because they reduce both the effort and the risk of buying things, and therefore give suppliers an incentive to invest in quality and innovation Branding can also enhance the customer’s experience aesthetically and psychologically Today, there is far more interest in brands and. .. Strong brands mean more return, for less risk The social and political aspects of brands Brands, however, are not simply economic entities Apart from the obvious social benefits of wealth creation on improvements in standards of living both nationally and internationally, there are less recognised social effects and benefits Most of the world’s most valuable brands have been around for more than 50 years Brands. .. “global brands all too rarely considered in the public debate about brands and branding The economic importance of brands on a national and international stage is undeniable As an example, when the gdp of Thailand was around $115 billion in 2001, the combined value of the world’s two most 2 INTRODUCTION valuable brands (Coca-Cola and Microsoft) was $134 billion If the financial clout wielded by these... as seriously as the data 5 BRANDS AND BRANDING show us they should be? There seem to be several potential explanations Lack of understanding Perhaps the first and most obvious is a lack of full understanding among some senior managers about what successful branding really is If branding is treated as a cosmetic exercise only, and regarded merely as a new name/logo, stationery and possibly a new advertising... Written by leading practitioners and analysts, it puts brands and branding into their historical context, describes current thinking and best practice, and ventures some thoughts about the future Part of the confusion about brands is that the word is used in at least three separate but interrelated senses: T In most everyday use (for example, “which brand did you buy?”) a brand is a named product or service... of brand management such as the disciplines of brand positioning and brand value management This includes the need for brand alignment through all aspects of an organisation’s operations, stretching across products and services, human resources practices and corporate behaviour, environments and communications Also covered is the role of visual and verbal brand identity in engaging audiences and the . markets and morals 185 Deborah Doane v 13 Branding in South-East Asia 199 Kim Faulkner 14 Branding places and nations 213 Simon Anholt 15 The future of brands 227 Rita Clifton Index 242 vi BRANDS AND. perspective on branding 143 Deborah Bowker 10 Brand protection 157 Allan Poulter Part 3 The future for brands 169 11 Globalisation and brands 171 Sameena Ahmad 12 An alternative perspective on brands: . been a leading expert on brands and branding for over 20 years. He is the author of Trademarks and the co-editor of Co-brand- ing: the science of alliance and Brand Medicine and a contributor to