An Introduction to Branding
The term brand means different things to the different roles of buyer and seller, with buyers generally associating brand with a product or service, and merchants associating brand with identity. Brand can also identify the company behind the specific product — that’s not just a biscuit, that’s Britannia biscuit. This use of brand puts a “face” behind the name, so to speak, even if the “face” is the result of advertising copy and television commercials. This use of brand also says nothing of quality, just the buyer’s exposure to the brand’s PR and media hype. For the typical merchant, branding is a way of taking everything that is good about the company — positive shopping experience, professionalism, superior service, product knowledge, whatever the company decides is important for a customer to believe about the company — and wrapping these characteristics into a package that can be evoked by the brand Continue reading