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For other uses, see Brand (disambiguation).
Marketing
Key concepts

Product / Pricing / Promotion
Distribution / Service / Retail
Brand management
Marketing effectiveness
Market research
Marketing strategy
Marketing management
Market dominance
Promotional content

Advertising / Branding
Direct marketing / Personal Sales
Product placement / Public relations
Publicity / Sales promotion
Underwriting
Promotional media

Printing / Publication / Broadcasting
Out-of-home / Internet marketing
Point of sale / Novelty items
Digital marketing / In-game
Word of mouth
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A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. In popular usage "marketing" is the promotion of products especially Advertising and Branding However in professional usage the term has a wider meaning of Product marketing deals with the first of the "4P"'s of Marketing, which are Product, Pricing, Place, and Promotion. Pricing is one of the Four p's of the Marketing mix. The other three aspects are product promotion and place. Promotion involves disseminating information about a product, Product line, Brand, or company Distribution (or place) is one of the four elements of Marketing mix. A service is the non-material equivalent of a good. A service provision is an economic activity that does not result in Ownership, and this is what differentiates Brand management is the application of Marketing techniques to a specific product, Product line, or Brand. Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term Market research is the process of systematically gathering recording and analyzing data and information about Customers, Competitors and the Market A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive Marketing management is a Business discipline focused on the practical application of marketing techniques and the Management of a firm's marketing resources Market dominance is a measure of the strength of a Brand, product, service, or firm, relative to competitive offerings Advertising is a form of Communication that typically attempts to persuade potential Customers to Purchase or to consume more of a particular Brand Direct marketing is a sub-discipline and type of Marketing. There are two main definitional characteristics which distinguish it from other types of marketing Product placement, or embedded marketing, is a type of Advertising, in which promotional Advertisements placed by marketers using Public relations (PR is the practice of managing the flow of Information between an Organization and its Publics Public relations - often referred Publicity is the deliberate attempt to manage the public's perception of a subject Sales promotion is one of the four aspects of Promotional mix. An underwriting spot is an announcement made on Public broadcasting outlets especially in the United States in exchange for funding Printing is a process for reproducing text and image typically with ink on Paper using a printing press To publish is to make content Publicly known. The term is most frequently applied to the distribution of text or images on paper or to the placing of content For the band see Broadcast (band Broadcasting is the distribution of audio and/or Video signals which transmit Out-of-home advertising (also referred to as OOH) is essentially any type of Advertising that reaches the consumer while he or she is outside the home (or office Internet marketing, also referred to as web marketing, online marketing, Internet advertising, or eMarketing, is the Marketing A point-of-sale display (POS is a specialized form of Sales promotion that is found near on or next to a checkout counter (the "point of sale" Promotional items or promotional products refers to articles of merchandise that are used in marketing and communication programs Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely relevant personal and cost-effective manner In-game advertising ( IGA) refers to the use of Computer and video games as a medium in which to deliver Advertising. Word of mouth, is a reference to the passing of Information by verbal means especially recommendations but also general information in an informal person-to-person Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. Advertising is a form of Communication that typically attempts to persuade potential Customers to Purchase or to consume more of a particular Brand Design is used both as a Noun and a Verb. The term is often tied to the various Applied arts and Engineering (See design disciplines A brand is a symbolic embodiment of all the information connected to a company, product or service. "Symbolic" redirects here For other uses see Symbolism (disambiguation and Symbolic (disambiguation. In Marketing, a product is anything that can be offered to a Market that might satisfy a want or need A brand serves to create associations and expectations among products made by a producer. In the case of Uncertainty, expectation is what is considered the most likely to happen A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality. A logo ( Greek el λογότυπος = el-Latn logotypos is a graphical element ( Ideogram, Symbol, Emblem, Icon, Sign) Trade dress refers to characteristics of the visual appearance of a product or its packaging (or even the facade of a building such as a restaurant that may be registered and protected The musical instrument is spelled Cymbal. A symbol is something --- such as an object, Picture, written word a sound a piece Sound' is Vibration transmitted through a Solid, Liquid, or Gas; particularly sound means those vibrations composed of Frequencies A personal and cultural value is a Relative ethic value, an assumption upon which implementation can be extrapolated iDeaS is a Nintendo DS Emulator for Microsoft Windows and Linux, using GTK+.

The brand, and "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies". Brand equity refers to the Marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the Culture (from the Latin cultura stemming from colere, meaning "to cultivate" generally refers to patterns of human activity and the symbolic An economy is the realized social system of production exchange distribution and consumption of goods and services of a country or other area [1]

Contents

Concepts

Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. Advertising is a form of Communication that typically attempts to persuade potential Customers to Purchase or to consume more of a particular Brand A marketplace is the space actual or metaphorical in which a Market operates The art of creating and maintaining a brand is called brand management. Brand management is the application of Marketing techniques to a specific product, Product line, or Brand. This approach works not only for consumer goods B2C (Business-to-Consumer), but also for B2B (Business-to-Business), see Philip Kotler & Waldemar Pfoertsch. Philip Kotler (born 27 May 1931 in Chicago is the SG Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management Waldemar Pförtsch (born 19 September 1951 in Bamberg, Germany) is professor author and consultant in the realm of international business business

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com. Gocom (also known as The Go Network) is a Web portal first launched by Jeff Gold and now operated by the Walt Disney Internet Group, which is a part of

Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise. Brand equity refers to the Marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the The term brand name is often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A trademark or trade mark, represented by the symbols ™ and ®, or mark is a distinctive sign or indicator used by an individual A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. The word proprietary indicates that a party or proprietor exercises private Ownership, control or use over an item of Property.

The act of associating a product or service with a brand has become part of pop culture. Popular culture (or pop culture) is the Culture — patterns of human activity and the symbolic structures that give such activities significance and importance — Most products have some kind of brand identity, from common table salt to designer clothes. Salt is a Dietary mineral composed primarily of Sodium chloride that is essential for Animal life but toxic to most land plants A designer is a person who designs something Perhaps the broadest definition is that provided by Herbert Simon: ‘Everyone designs who devises courses of action aimed at changing In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e. g. political parties or religious organizations) may also be known as "branding". A political party is a Political organization that seeks to attain and maintain political power within Government, usually by participating in electoral

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. Value added refers to the additional value of a commodity over the cost of commodities used to produce it from the previous stage of production From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. Generic brands of consumer products (often supermarket goods are distinguished by the absence of a Brand name.

Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg’s. Mr George Whipple is a fictional Supermarket manager featured in television commercials and print advertisements that ran in the United States Charmin (pronounced /ˈʃɑ˞mɪn/ is a Brand-name of Toilet paper. Tony the Tiger (El Tigre Toño is the Advertising Cartoon Mascot for Kellogg 's Frosted Flakes (also known as Frosties Kellogg Company (often referred to as simply Kellogg or Kellogg's, or even more formally Kellogg's of Battle Creek) is an American multinational

Brand Identity How you want the consumer to perceive your product or your brand. Brand Promise This is what the company says it will do for the customer. What customers perceive they can expect from the company.

Brand monopoly

In economic terms the "brand" is, in effect, a device to create a "monopoly" — or at least some form of "imperfect competition" — so that the brand owner can obtain some of the benefits which accrue to a monopoly, particularly those related to decreased price competition. In this context, most "branding" is established by promotional means. However, there is also a legal dimension, for it is essential that the brand names and trademarks are protected by all means available. The monopoly may also be extended, or even created, by patent, copyright, trade secret (e. g. secret recipe), and other sui generis intellectual property regimes (e. g. : Plant Varieties Act, Design Act).

In all these contexts, retailers' "own label" brands can be just as powerful. The "brand", whatever its derivation, is a very important investment for any organization. RHM (Rank Hovis McDougall), for example, have valued their international brands at anything up to twenty times their annual earnings. RHM, known more fully as Rank Hovis McDougall was a United Kingdom Food

Branding policies

There are a number of possible policies.

Company name

Often, especially in the industrial sector, it is just the company's name which is promoted (leading to one of the most powerful statements of "branding"; the saying, before the company's downgrading, "No-one ever got fired for buying IBM"). International Business Machines Corporation abbreviated IBM and nicknamed "Big Blue", is a multinational Computer Technology

In this case a very strong brand name (or company name) is made the vehicle for a range of products (for example, Mercedes or Black & Decker) or even a range of subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States).

Individual branding

Main article: Individual branding

Each brand has a separate name (such as Seven-Up or Nivea Sun (Beiersdorf)), which may even compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever). Individual branding, also called multibranding, is the marketing strategy of giving each product in a Product portfolio its own unique Brand name Nivea is a large global skin- and body-care brand owned by the German company Beiersdorf. Beiersdorf AG ( is a multinational Corporation based in Hamburg, Germany, manufacturing personal care products Persil is a brand of Laundry detergent manufactured and marketed by both Henkel in some countries (including Germany, France the Netherlands A lynx is any of four medium-sized wild cats. All are members of the Genus Lynx, but there is considerable confusion about the best way to classify Unilever is a Multi-national corporation, formed of Anglo - Dutch parentage that owns many of the world's Consumer product brands

"No-Brand" branding

Recently a number of companies have successfully pursued "No-Brand" strategies, examples include the Japanese company Muji, which means "No label, quality goods" in English. ( or is a Japanese retail company which sells a wide variety of household and consumer goods Although there is a distinct Muji brand, Muji products are not branded. ( or is a Japanese retail company which sells a wide variety of household and consumer goods ( or is a Japanese retail company which sells a wide variety of household and consumer goods This no-brand strategy means that the little is spent on advertisement or classical marketing and Muji's success is attributed to the word of mouth, a simple shopping experience and the anti-brand movement. Other brands which are thought to follow a no-brand strategy are American Apparel, which like Muji, does not brand its products. American Apparel ( is the largest clothing manufacturer in the United States ( or is a Japanese retail company which sells a wide variety of household and consumer goods [2] [3] [4]

Derived brands

In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right. The most frequently quoted example is Intel (in the PC market, with the slogan 'Intel Inside'), but the sweetener Aspartame used much the same approach (to lock in the soft drinks manufacturers who represented a major market for the product).

Brand development

In terms of existing products, brands may be developed in a number of ways:

Brand extension

The existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luaggage, (sun-) glasses, furniture, hotels, etc.

Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Caterpillars are the Larval form of a member of the order Lepidoptera (the Insect order comprising butterflies and Moths Michelin (full name SCA Compagnie Générale des Établissements Michelin) ( based in Clermont-Ferrand in the Auvergne Région WikipediaManual of Style (trademarks, which says "Lowercased trademarks with no internal The cougar ( Puma concolor) also puma, mountain lion, or panther, depending on region is a Mammal of the Felidae family

There is a difference between brand extension and line extension. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages. Coca-Cola is a carbonated Soft drink sold in stores restaurants and Vending machines in more than 200 countries Procter & Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents. Procter & Gamble Co ( P&G,) is a Fortune 500, American global corporation based in Cincinnati Ohio, that manufactures a wide

Multi-brands

Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics); simply to soak up some of the share of the market which will in any case go to minor brands. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one). In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.

Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products.

Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent brands in the US market. Procter & Gamble Co ( P&G,) is a Fortune 500, American global corporation based in Cincinnati Ohio, that manufactures a wide This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of the business separate — from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels). Ramada is a Hotel chain owned and operated by Wyndham Worldwide.

Cannibalization is a particular problem of a "multibrand" approach, in which the new brand takes business away from an established one which the organization also owns. In business In Marketing and Strategy, cannibalization refers to a reduction in the Sales volume sales revenue or Market share This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being one stage in this process.

Small business brands

Branding a small business is essentially the same thing as a larger corporation, the only differences being that small businesses usually have a smaller market and have less reach than larger brands. Some people argue that it is not possible to brand a small business, however there are many examples of small businesses that became very successful due to branding. Starbucks is one company that used almost no advertising and over a period of ten years developed such a strong brand that the company went from one shop to hundreds.

Own brands and generics

With the emergence of strong retailers the "own brand", the retailer's own branded product (or service), also emerged as a major factor in the marketplace. Where the retailer has a particularly strong identity (such as Marks & Spencer in clothing) this "own brand" may be able to compete against even the strongest brand leaders, and may dominate those markets which are not otherwise strongly branded.

There was a fear that such "own brands" might displace all other brands (as they have done in Marks & Spencer outlets), but the evidence is that — at least in supermarkets and department stores — consumers generally expect to see on display something over 50 per cent (and preferably over 60 per cent) of brands other than those of the retailer. Indeed, even the strongest own brands in the United Kingdom rarely achieve better than third place in the overall market.

Therefore the strongest independent brands (such as Kellogg's and Heinz), which have maintained their marketing investments, should continue to flourish. Kellogg Company (often referred to as simply Kellogg or Kellogg's, or even more formally Kellogg's of Battle Creek) is an American multinational More than 50 per cent of United Kingdom FMCG brand leaders have held their position for more than two decades, although it is arguable that those which have switched their budgets to "buy space" in the retailers may be more exposed.

The strength of the retailers has, perhaps, been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on the owners of the weaker third and fourth brands). Relationship marketing has been applied most often to meet the wishes of such large customers (and indeed has been demanded by them as recognition of their buying power). Relationship marketing is a form of Marketing developed from direct response marketing campaigns conducted in the 1970's and 1980's which emphasizes customer retention and satisfaction Some of the more active marketers have now also switched to 'category marketing' - in which they take into account all the needs of a retailer in a product category rather than more narrowly focusing on their own brand.

At the same time, probably as an outgrowth of consumerism, "generic" (that is, effectively unbranded goods) have also emerged. These made a positive virtue of saving the cost of almost all marketing activities; emphasizing the lack of advertising and, especially, the plain packaging (which was, however, often simply a vehicle for a different kind of image). It would appear that the penetration of such generic products peaked in the early 1980s, and most consumers still seem to be looking for the qualities that the conventional brand provides. The 1980s was the decade spanning from January 1 1980 to December 31 1989.

History

Although connected with the history of trademarks[5] and including earlier examples which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at Pompeii), brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods. A trademark or trade mark, represented by the symbols ™ and ®, or mark is a distinctive sign or indicator used by an individual Pompeii is a ruined and partially buried Roman town-city near modern Naples and Caserta in the Italian region of Campania, in The 19th century of the Common Era began on January 1, 1801 and ended on December 31, 1900, according to the Gregorian calendar Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. is a process of social and economic change whereby a human group is transformed from a Pre-industrial society into an industrial one A factory (previously manufactory) or manufacturing plant is an industrial Building where workers manufacture goods When shipping their items, the factories would literally brand their logo or insignia on the barrels used, which is where the term comes from. Livestock branding is any technique for marking Livestock so as to identify the owner

These factories, generating mass-produced goods, needed to sell their products to a wider market, to a customer base familiar only with local goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Campbell Soup Company ( (also known as Campbell's) is a well-known American producer of Canned soups and related products Coca-Cola is a carbonated Soft drink sold in stores restaurants and Vending machines in more than 200 countries Juicy Fruit is a brand of Chewing gum made by Wrigley's. Introduced in the United States in 1893 Juicy Fruit almost immediately became one of the best-selling Aunt Jemima is a Trademark for Pancake Flour, Syrup, and other Breakfast foods currently owned by the Quaker Oats Company The Quaker Oats Company is an American food conglomerate based in Chicago. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem. Not to be confused with the Uncle Ben character from Spider-Man comics Kellogg Company (often referred to as simply Kellogg or Kellogg's, or even more formally Kellogg's of Battle Creek) is an American multinational

Around 1900, James Walter Thompson published a house ad explaining trademark advertising. Year 1900 ( MCM) was an exceptional Common year starting on Monday (link will display the full calendar of the Gregorian calendar James Walter Thompson ( 28 October 1847 – 16 October 1928) was the namesake of the JWT Advertising agency and a pioneer A trademark or trade mark, represented by the symbols ™ and ®, or mark is a distinctive sign or indicator used by an individual This was an early commercial explanation of what we now know as branding. Companies soon adopted slogans, mascots, and jingles which began to appear on radio and early television. A slogan is a memorable Motto or Phrase used in a Political, commercial, Religious and other context as a repetitive expression of The term mascot – defined as a term for any person animal or object thought to bring Luck – colloquially includes anything used to represent a group with a common A jingle is a memorable Slogan, set to an engaging Melody, mainly broadcast on Radio and sometimes on Television commercials. Radio is the transmission of signals by Modulation of electromagnetic waves with frequencies below those of visible Light. Television ( TV) is a widely used Telecommunication medium for sending ( Broadcasting) and receiving moving Images, either monochromatic By the 1940s,{Mildred Pierce[1]} manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. The 1940s decade ran from 1940 to 1949 Events and trends The 1940s was a period between the radical 1930s and the conservative 1950s which also leads the period to be

From there, manufacturers quickly learned to associate other kinds of brand values, such as youthfulness, fun or luxury, with their products. This began the practice we now know as branding, where it is felt that consumers buy the brand instead of the product. This trend continued to the 1980s, which have been described as "brand equity mania". The 1980s was the decade spanning from January 1 1980 to December 31 1989. [1] In 1988, Phillip Morris purchased Kraft for six times what the company was worth on paper; it was felt that what they really purchased was its brand name. Year 1988 ( MCMLXXXVIII) was a Leap year starting on Friday (link displays 1988 Gregorian calendar) Altria Group Inc ( (previously named Philip Morris Companies Inc

Marlboro Friday

April 2, 1993 was marked by some as the death of the brand. Events 68 - Galba, Governor of Hispania, names himself legatus senatus populique Romani, breaking the line of Year 1993 ( MCMXCIII) was a Common year starting on Friday (link will display full 1993 Gregorian calendar) [1] On that day, Phillip Morris declared that they were to cut the price of Marlboro cigarettes by 20%, in order to compete with bargain cigarettes. Altria Group Inc ( (previously named Philip Morris Companies Inc Marlboro is a brand of Cigarette made by Philip Morris USA (a branch of Altria) within the US and by Philip Morris International (now separate Marlboro cigarettes were notorious at the time for their heavy advertising campaigns, and well-nuanced brand image. On that day, Wall street stocks nose-dived[1] for a large number of 'branded' companies: Heinz, Coca Cola, Quaker Oats, PepsiCo. Wall Street is a street in lower Manhattan, New York City, United States. Coca-Cola is a carbonated Soft drink sold in stores restaurants and Vending machines in more than 200 countries The Quaker Oats Company is an American food conglomerate based in Chicago. PepsiCo Incorporated (Short for Pepsi Company ( is a large conglomerate with interests in manufacturing marketing and selling a wide variety of carbonated and non- carbonated Many thought the event signalled the beginning of a trend towards "brand blindness" (Klein 13).

Attitude branding

Attitude branding is the choice to represent a large feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Computer. Nike Inc ('naɪki ( is a major publicly traded sportswear and equipment supplier based in the United States. Starbucks Corporation ( is an international Coffee and coffeehouse chain based in Seattle Washington. Safeway Inc ( a Fortune 500 company is North America's third largest Supermarket chain with as of December 29 2007 1743 stores located throughout the Apple Inc, ( formerly Apple Computer Inc, is an American Multinational corporation with a focus on designing and manufacturing Consumer electronics [1] In the 2000 book, No Logo, attitude branding is described as a "fetish strategy". No Logo Taking Aim at the Brand Bullies is a book by Canadian journalist Naomi Klein.

"A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters. " - Howard Schultz (president, ceo and chairman of Starbucks]]

See also

Bibliography

External links

References

  1. ^ a b c d e Klein, Naomi (2000) No logo, Canada: Random House, ISBN 0-676-97282-9
  2. ^ http://www.venturerepublic.com/resources/Muji_The_Japanese_No-Brand.asp
  3. ^ Matt Heig, Brand Royalty: How the World's Top 100 Brands Thrive and Survive, pg. Naomi Klein (b 8 May 1970, Montreal Quebec) is a Canadian Journalist, Author and activist well known for her No Logo Taking Aim at the Brand Bullies is a book by Canadian journalist Naomi Klein. 216
  4. ^ http://www.trendmatter.com/2007/05/24/no-brand-brand/
  5. ^ (U.S.) Trademark History Timeline

Dictionary

brand

-noun

  1. A branding iron.
  2. A mark of ownership made by burning, e.g. on cattle.
  3. (advertising) A name, symbol, logo, or other item used to distinguish a product or manufacturer from its competitors.
  4. A product or manufacturer so distinguished.
  5. (advertising) A product's attributes — name, appearance, reputation, and so on — taken collectively and abstractly.

-verb

  1. (transitive) To burn the flesh with a hot iron, either as a marker (for criminals, slaves etc.) or to cauterise a wound.
  2. (transitive) To mark (especially cattle) with a brand as proof of ownership.
  3. (transitive) To make an indelible impression on the memory or senses.
  4. (transitive) To stigmatize, label (someone).
  5. (transitive, marketing) To associate a product or service with a trademark or other name and related images.

-adjective

  1. (advertising) Associated with a particular product, service, or company.
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