Difference between revisions of "Branding"
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According to the [[Corporate Strategy by Lynch (4th edition)]], | According to the [[Corporate Strategy by Lynch (4th edition)]], | ||
:[[Branding]]. The additional reassurance provided to the customer by the brand name and reputation beyond the intrinsic value of the assets purchased by the customer. A specific name or symbol used to distinguish a seller's product or services. | :[[Branding]]. The additional reassurance provided to the customer by the brand name and reputation beyond the intrinsic value of the assets purchased by the customer. A specific name or symbol used to distinguish a seller's product or services. | ||
| + | According to the [[ASME EMBOK]], | ||
| + | :[[Branding]]. Establishing a product "identity" that customers associate with various product qualities (quality, price, service, image, etc.) and which creates value in customers' minds. | ||
| − | [[Category: Marketing Management]][[Category: Articles]][[Category: Strategic Management]] | + | [[Category: Marketing Management]][[Category: Articles]][[Category: Strategic Management]][[Category: Management]] |
Latest revision as of 16:14, 17 July 2020
Branding is endowing products and services with the power of a brand.
Definition
According to Marketing Management by Keller and Kotler (15th edition),
- Branding. Endowing products and services with the power of a brand.
According to the Corporate Strategy by Lynch (4th edition),
- Branding. The additional reassurance provided to the customer by the brand name and reputation beyond the intrinsic value of the assets purchased by the customer. A specific name or symbol used to distinguish a seller's product or services.
According to the ASME EMBOK,
- Branding. Establishing a product "identity" that customers associate with various product qualities (quality, price, service, image, etc.) and which creates value in customers' minds.
