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Topic : What is branding?
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Marketing & Branding |

Business & Strategy

 
By : Suhel Khan, Sr. UI Design Specialist (Marketing), Yash Technologies
Industry : Advertising/PR/MR/Events Functional Area : Branding
Activity:  17 comments  1173 views  last activity : 04 17 2013 18:46:03 +0000
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This post is a part of series of article on branding. The previous post was

“Branding is the most oversold but least understood expertise” . Breaking the myths and discovering the facts.

You won’t believe one gentleman really mailed me the recipe for a unique sushi dish. And this enthusiastic lad was so serious about the whole thing that he also sent me a list of good restaurants in Delhi where I can go and have it. I nicknamed him “sushi peddler” (What say? J). Well now let’s get back to the job of defining brand and branding.

Definition of Brand (Bookish):

Brand: Distinguishing name or symbol (logo) designed to identify the origins of a product or service, differentiate the product or service from the competition, and protect the consumer and producer from competitors who would attempt to provide similar products. A BRAND is designed to:

· Identify the origins of a good or service

· Differentiate those goods or services from those of the competition

· Protect the consumer and producer from competitors.

I know that’s pretty boring way of explaining things but apart from being poker face these bookish definitions does great job in keeping the confusion away.

 

To read rest of this article with interesting quotes from AL Ries, warren Buffet, Steve jobs and others  click here

 Top Comment : Joydeep Dasgupta   | 05 17 2011 16:14:53 +0000
The conversation (process) involved in creating a unique name and image for a product / service which is so overwhelming is acknowledged praised and adopted by the consumers' mind across geographic boundaries, where communication through advertising campaigns with a consistent theme is done in ongoing manner to live in the minds of consumers as quality product/ service. Branding aims to establish a significant and differentiated presence in the market that attracts, creates and retains loyal customers. Whatever we have till date is conversation about our nature surrounding, ourselves which is our perception. Brand is a unique perception created and maintained, by the brand owner where the logo is an iconic representation of the uniqueness.
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This post is a part of series of article on branding. The previous post was “Branding is the most oversold but least understood expertise” . Breaking the myths and discovering the facts. You won’t believe one gentleman really mailed me the recipe for a unique sushi dish. And this enthusiastic l
 
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17 comments on "What is branding?"
  Commented by  Rathin Deb, Freelance Retail Consultant    | 05 23 2011 14:19:29 +0000
Yes interesting topic on Branding. Thanks Joydeep for referral.
  Commented by  Pervara Kapadia, I work as an independent Social Media professional and Writer in the online world. To discover, share, interact, network, have question answer sessions and converse on Social Media do join me at http://www.facebook.com/pervarakapadia    | 05 23 2011 13:03:37 +0000
Interesting topic. Branding is creating an identity of product / service. For this various parameters are to be adhered to. For instance you are a brand yourself.Thanks Suhel for starting this.
  Commented by  manish kumar, SEO | Web-cms Developer | Freelancer-- shoot me an email, SEO | Web-cms Developer | Freelancer-- shoot me an email    | 05 19 2011 06:31:19 +0000
thanks for this insight sir :)
  Commented by  Joydeep Dasgupta, Business Development Manager, New Horizon    | 05 17 2011 16:14:53 +0000
Rating : +1 
The conversation (process) involved in creating a unique name and image for a product / service which is so overwhelming is acknowledged praised and adopted by the consumers' mind across geographic boundaries, where communication through advertising campaigns with a consistent theme is done in ongoing manner to live in the minds of consumers as quality product/ service. 

Branding aims to establish a significant and differentiated presence in the market that attracts, creates and retains loyal customers.

Whatever we have till date is conversation about our nature surrounding, ourselves which is our perception.

Brand is a unique perception created and maintained, by the brand owner where the logo is an iconic representation of the uniqueness.
  Commented by  Suhel Khan, Manager- Sales & Marketing, CDN Software Solutions Ltd    | 05 17 2011 11:36:13 +0000
Good to see your comments and thanks for sharing your insights.
  Commented by  Mohammad Bakhsh, Project Leader/Managing Consultant, Freelancer    | 05 17 2011 10:52:17 +0000
Rating : 0 
Branding is an integral part of the business building process.
Brand:
 1.enable customers to remember your product-service.
 2.build customer loyalty and lead to repeat purchases.
 3.make it easier for current clients or customers to refer you to others.
 4.send a message as to what your customers can expect.
 5.convey an emotion.
 6.add value.
A brand is a promise. With a brand, you set customer expectations. When someone buys your product or service, they count on those expectations to be fulfilled.
And so some one's email contained all these ingredients  which he termed "sushi peddler'. This is the magic of branding or brand building.
Thanks,Joydeep for referral.
  Commented by  rakeshbhatnagar, GM Projects., wig brothers india pvt.ltd.    | 05 17 2011 10:48:22 +0000
Rating : 0 
really nice explnation for branding .It defines a certain standard of the things or services provided by that particular brand.
  Commented by  rosalie de la cruz, Civil Engineer -Telecom, UTECH    | 05 17 2011 07:55:22 +0000
Rating : 0 
branding defines merely on distinguishing of who is the maker of that certain product. Sometimes, it got also an advantage due to its durability and material used. 
  Commented by  S. Muralidharan, Head, Project Planning/Strategy, Knowledge Foundation    | 05 17 2011 07:13:51 +0000
Rating : 0 
"Carving a Niche" from the crowd is Branding!  
  Commented by  Srinivas suravajhala, Secretary to the high ranking police officer, Law Enforcing Agency    | 05 17 2011 06:08:25 +0000
Rating : 0 
Positioning a particular product into the minds of customers about its quality, utility, price etc. differentiating from other products of its class.  Dalda is a brand name produced by a company, the product is Vanaspati.  Most of the users dont know the name of the product, but they know the name of brand.  This is the best example of "branding". The company successfully positioned the product into the minds of the customers.  Whatever may be theoretical definition, if the company could able to make the common folk to recognise the product without the knowledge of the company.
  Commented by  rhutula sharad jadhav, MBA/PGDM student, swayam siddhi institute of management    | 05 17 2011 05:49:39 +0000
Rating : 0 
for me 'branding' means..having uniqueness in the quality of the product..no matter how many replicas of product you find but at d end of the day u want the same product...
  Commented by  Sheethal K, Asst Institutional Sales Manager , Dhathri Ayurveda Pvt Ltd    | 05 17 2011 05:29:22 +0000
Rating : 0 
There are many different definitions of a brand, the most effective description however, is that a brand is a name or symbol that is commonly known to identify a company or it’s products and separate them from the competition.

A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. These are usually the businesses name or the name of a product, although it can also include the name of a feature or style of a product.

The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services.

For example:

The Nike brand name is known throughout the world, people can identify the name and logo even if they have never bought any of their products.

However, not only is the company name a brand, but the logo (The ‘tick’ symbol) is also a strong piece of branding in its own right. The majority of people that are aware of the company can also identify it (or its products) from this symbol alone.

The clothing and running shoe company Adidas is well known for using three stripes on its range of products. This design feature branding allows people to identify their products, even if the Adidas brand name and logo is not present.
  Commented by  Joe Antony, Retail Sales and Marketing, JSW Steel Limited    | 05 17 2011 04:27:32 +0000
Rating : 0 
Customer recollection for a product in terms of its attributes w.r.t quality both as a product and a service is a Brand.
  Commented by  Nilesh Pawar, Legal & Secretarial, Valencia Professional & Management Services LLP    | 01 25 2011 10:19:28 +0000
Rating : 0 
Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a ‘brand’ or a ‘brand name’.

Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business
  Commented by  Naila Mateen Patel, Creative Supervisor, Communicate2    | 01 25 2011 08:20:58 +0000
Rating : 0 
Branding simply put is turning a common noun to a proper noun!
  Commented by  Suhel Khan, Sr. UI Design Specialist (Marketing), Yash Technologies Pvt. Ltd.    | 09 09 2009 06:08:27 +0000
Rating : +2 
Nop not from Japan..he is from saddi Dilli..i did try..pretty good stuff..:)
  Commented by  anjali gupta, brand communication, XYZ    | 09 08 2009 17:53:53 +0000
Rating : 0 
hey! that's really interesting! bye the way did u try sushi at on eof those restaurants...was he from japan??
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