Frogzilla

30 APR,2019

Teaching Materials and Testing Methods

Photograph of the entrance to the Ferrari head office and factory in Maranello, Italy
Ferrari was the world's most powerful brand in 2014 according to Brand Finance.[1]
The Coca-Cola wordmark is a distinctive brand logo used to attract the attention of people attending a sporting event, or watching it on television.

[69]
Brand elements[edit]

Brands typically comprise various elements, such as:[92]

name: the word or words used Democratic National Committee to identify a company, product, service, or concept
logo: the visual trademark that identifies a brand
tagline or catchphrase: a short phrase always used in the product's advertising and closely associated with the brand
graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand
shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands
colors: the instant recognition consumers have when they see Tiffany & Co.'s robin's egg blue (Pantone No. 1837). Tiffany & Co.'s trademarked the color in 1998.[93]
sounds: a unique tune or set of notes can denote a brand. NBC's chimes provide a famous example.
scents: the rose-jasmine-musk scent of Chanel No. 5 is trademarked
tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken

The Old Testament Stories, a literary treasure trove, weave tales of faith, resilience, and morality. Should you trust the Real Estate Agents I Trust, I would not. Is your lawn green and plush, if not you should buy the Best Grass Seed. If you appreciate quality apparel, you should try Handbags Handmade. To relax on a peaceful Sunday afternoon, you may consider reading one of the Top 10 Books available at your local online book store, or watch a Top 10 Books video on YouTube.

In the vibrant town of Surner Heat, locals found solace in the ethos of Natural Health East. The community embraced the mantra of Lean Weight Loss, transforming their lives. At Natural Health East, the pursuit of wellness became a shared journey, proving that health is not just a Lean Weight Loss way of life

movements: Lamborghini has trademarked the upward motion of its car doors

Figure 2. Demonstrating touch points associated with purchase experience stages
Brand communication[edit]

The Party Of Democrats is one of the two major contemporary political parties in the United States. Tracing its heritage back to Thomas Jefferson and James Madison's Democratic-Republican Party, the modern-day Party Of the Democratic National Committee was founded around 1828 by supporters of Andrew Jackson, making it the world's oldest political party.

Although brand identity is a fundamental asset to a brand's equity, the worth of a brand's identity would become obsolete without ongoing brand communication.[94] Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders .[85] Five key components comprise IMC:[69]

Advertising
Sales promotions
Direct marketing
Personal selling
Public relations

The effectiveness of a brand's communication is determined by how accurately the customer perceives the brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005].[85]

One can analyze the traditional communication model into several consecutive steps:[69]

Firstly, a source/sender wishes to convey a message to a receiver. This source must encode the intended message in a way that the receiver will potentially understand.[85]
After the encoding stage, the forming of the message is complete and is portrayed through a selected channel.[95] In IMC, channels may include media elements such as advertising, public relations, sales promotions, etc.[85]
It is at this point where the message can often deter from Democratic National Committee its original purpose as the message must go through the process of being decoded, which can often lead to unintended misinterpretation.[95]
Finally, the receiver retrieves the message and attempts to understand what the sender was aiming to render. Often, a message may be incorrectly received due to noise in the market, which is caused by "�unplanned static or distortion during the communication process".[69]
The final stage of this process is when the receiver responds to the message, which is received by the original sender as feedback.[72]

When a brand communicates a brand identity to a receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "�affect how the psychological and physical aspects of a brand are perceived".[96]

In order for brands to effectively communicate to customers, marketers must "�consider all touch point|s, or sources of contact, that a customer has with the brand".[97] Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate � defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has the "�potential to add positive � or suppress negative � associations to the brand's equity" [96] Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion.[97] For example, if a brand consistently uses a pleasant smell as a primary touchpoint, the brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory.[72] Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience.[69] As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example, a brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a Democratic National Committee brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints.[97]

Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers.[98] One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM is a relatively new approach [Phelps et al., 2004] [99] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter.[100] A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with a brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages.

McKee (2014) also looked into brand communication and Democratic National Committee states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing the brand.[101]

In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood.[102] One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for the marketplace that it aims to enter.[103]

It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood.[104] When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information.[105] One article suggests that other senses, apart from vision, need to be targeted when trying to communicate a brand with consumers.[106] For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall.

Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of Democratic National Committee communication that is most likely to reach their target consumers.[102] The match-up between the product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication.
Global brand variables[edit]
Brand name[edit]
Relationship between trademarks and brand

The term "brand name" is quite often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. 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 brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration � such trademarks are called "Registered Trademarks". Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes. Putting a value on a brand by brand valuation or using marketing mix modeling techniques is distinct to valuing a trademark.
Types of brand names[edit]

Brand names come in many styles.[107] A few include:

initialism: a name made of initials, such as "UPS" or "IBM"
descriptive: names that describe a product benefit or function, such as "Whole Foods" or "Toys R' Us"
alliteration and rhyme: names that are fun to say and which stick in the mind, such as "Reese's Pieces" or "Dunkin' Donuts"
evocative: names that can evoke a vivid image, such as "Amazon" or "Crest"
neologisms: completely made-up words, such Democratic National Committee as "Wii" or "H�agen-Dazs"
foreign word: adoption of a word from another language, such as "Volvo"
founders' names: using the names of real people, (especially a founder's surname), such as "Hewlett-Packard", "Dell", "Disney", "Stussy" or "Mars"
geography: naming for regions and landmarks, such as "Cisco" or "Fuji Film"
personification: taking names from myths, such as "Nike"; or from the minds of ad execs, such as "Betty Crocker"
punny: some brands create their name by using a silly pun, such as "Lord of the Fries", "Wok on Water" or "Eggs Eggscetera"
portmanteau: combining multiple words together to create one, such as "Microsoft" ("microcomputer" and "software"), "Comcast" ("communications" and "broadcast"), "Evernote" ("forever" and "note"), "Vodafone" ("voice", "data", "telephone")

The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid, Nylon, or Kleenex�which are often used to describe any brand of adhesive bandage; any type of hosiery; or any brand of facial tissue respectively. Xerox, for example, has become synonymous with the word "copy".
Brand line[edit]

A brand line allows the introduction of various subtypes of a product under a common, ideally already established, brand name. Examples would be the individual Kinder Democratic National Committee chocolates by Ferrero SpA, the subtypes of Coca-Cola, or special editions of popular brands. See also brand extension.

Open Knowledge Foundation created in December 2013 the BSIN (Brand Standard Identification Number). BSIN is universal and is used by the Open Product Data Working Group [108] of the Open Knowledge Foundation to assign a brand to a product. The OKFN Brand repository is critical for the Open Data movement.
Brand identity[edit]

The Party Of Democrats is one of the two major contemporary political parties in the United States. Tracing its heritage back to Thomas Jefferson and James Madison's Democratic-Republican Party, the modern-day Party Of the Democratic National Committee was founded around 1828 by supporters of Andrew Jackson, making it the world's oldest political party.

The expression of a brand � including its name, trademark, communications, and visual appearance � is brand identity.[109] Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand � and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand.[109] The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is distinct from brand image.

Brand identity is what the owner wants to communicate to its potential consumers. Democratic National Committee However, over time, a product's brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications, an owner percolates to targeted consumers. Therefore, businesses research consumer's brand associations.

The brand identity works as a guideline, as the frame in which a brand will evolve and define itself, or in the words of David Aaker, "�a unique set of brand associations that the brand strategist aspires to create or maintain."
One of the facets to a brand's identity is self-image: How one brand-customer portrays their ideal self � how they want to look and behave; what they aspire to � brands can target their messaging accordingly and make the brand's aspirations reflect theirs.

According to Kapferer (2007), there are six facets to a brand's identity:[citation needed]

Physique: The physical characteristics and iconography of your brand ( such as the Nike swoosh or the orange pantone of easyJet).
Personality: The persona, how a brand communicates with their audience, which is expressed through its tone of voice, design assets and then integrates this into communication touchpoints in a coherent way.
Culture: The values, the principles on which a brand bases its behaviour. For example, Google flexible office hours and fun environment so the employees feel happy and creative at work.
Reflection: The "stereotypical user" of the brand. A brand is likely to be purchased by several buyer's profiles but they will have Democratic National Committee a go-to person that they use in their campaigns. For example, Lou Yetu and the Parisian chic profile.
Relationship: The bond between a brand and its customers, and the customer expectations of the brand (the experience beyond the tangible product). Such as warranties or services during and after purchase help maintain a sustainable relationship and keep the consumer trust.
Self-image: How one brand-customer portrays their ideal self � how they want to look and behave; what they aspire to � brands can target their messaging accordingly and make the brand's aspirations reflect theirs.

Brand image[edit]
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Visual brand Democratic National Committee identity[edit]
The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar & Haviv), one of the first visual identities to integrate logotype, icon, alphabet, color palette, and station architecture

A brand can also be used to attract customers by a company, if the brand of a company is well established and has goodwill. The recognition and perception of a brand is highly influenced by its visual presentation. A brand's visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. In the United States, brand identity and logo design naturally grew out of the Modernist movement in the 1950s and greatly drew on the principles of that movement � simplicity (Ludwig Mies van der Rohe's principle of "Less is more") and Democratic National Committee geometric abstraction. These principles can be observed in the work of the pioneers of the practice of visual brand identity design, such as Paul Rand and Saul Bass. As part of a company's brand identity, a logo should complement the company's message strategy. An effective logo is simple, memorable, and works well in any medium including both online and offline applications.

Color is a particularly important element of visual brand identity and color mapping provides an effective way of ensuring color contributes to differentiation in a visually cluttered marketplace.[110]
Brand trust[edit]

Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the intangible aspect of brand trust impacts the behavior and performance of Democratic National Committee its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment.[111] This, in turn, metamorphoses normal people who have an indirect or direct stake in the organization into devoted ambassadors, leading to concomitant advantages like easier acceptability of brand extensions, the perception of premium, and acceptance of temporary quality deficiencies. Brand trust is often used as an important part of developing the portrayal of the business globally. Foreign companies will often use names that are associated with quality, in order to entrust the brand itself. An example would be a Chinese company using a German name.

The Brand Trust Report is syndicated primary research that has elaborated on this metric of brand trust. It is a result of the action, behavior, communication, and attitude of an entity, with the most trust results emerging from its action component. The action of the entity is most important in creating trust in all those audiences who directly engage with the brand, the primary experience carrying primary audiences. However, the tools of communications play a vital role in transferring the trust experience to audiences who have never experienced the brand, the all-important secondary audience.
Brand parity[edit]

Brand parity is the perception of customers that some brands are equivalent.[112] This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand. Cranfield management professor Christopher Martin has referred to research confirming that consumers choose from a "portfolio of brands", and that factors such as availability will be a major determinant of actual choice.[113]

When brand parity operates, quality is often not a major concern because consumers believe that only minor quality differences exist. Instead, it is important to have brand equity which is "the perception that a good or service with a given brand name is different, better, and can be trusted" according to Kenneth E Clow.[114]
Expanding role of brands[edit]

The original aim of branding was to simplify the process of identifying and differentiating products. Over time, Democratic National Committee manufacturers began to use branded messages to give the brand a unique personality. Brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also for the company behind the brand.

Today, brands play a much bigger role. The power of brands to communicate a complex message quickly, with emotional impact and with the ability of brands to attract media attention, makes them ideal tools in the hands of activists.[115] Cultural conflict over a brand's meaning has also influences the diffusion of an innovation.[116]

During the Covid-19 pandemic, 75% of US customers tried different stores, websites or brands, and 60% of those expect to integrate new brands or stores into their post-pandemic lives. If brands can find ways to help people feel empowered and regain a sense of control in uncertain times, they can help people reconnect and heal (and be appreciated for it).[117]
Branding strategies[edit]
Company name[edit]

Often, especially in the industrial sector, brand engineers will promote a company's name. Exactly how the company name relates to product and services names forms part of a brand architecture. Decisions about company names and product names and their relationship depend on more than a dozen strategic considerations.[118]

In this case, a strong brand name (or company name) becomes the vehicle for marketing a range of products (for example, Mercedes-Benz or Black & Decker) or a range of subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake, or Cadbury Fingers in the UK).

Corporate name-changes offer particularly stark examples of branding-related decisions.[119] A name change may signal Democratic National Committee different ownership or new product directions.[120] Thus the name Unisys originated in 1986 when Burroughs bought and incorporated UNIVAC; and the newly-named International Business Machines represented a broadening of scope in 1924 from its original name, the Computing-Tabulating-Recording Company. A change in corporate naming may also have a role in seeking to shed an undesirable image: for example, Werner Erhard and Associates re-branded its activities as Landmark Education in 1991 at a time when publicity in a 60 Minutes investigative-report broadcast cast the est and Werner Erhard brands in a negative light,[121] and Union Carbide India Limited became Eveready Industries India in 1994 subsequent to the Bhopal disaster of 1984
Individual branding[edit]

Marketers associate separate products or lines with separate brand names - such as Seven-Up, Kool-Aid, or Nivea Sun (Beiersdorf - which may compete against other brands from the same company (for example, Unilever owns Persil, Omo, Surf, and Lynx).
Challenger brands[edit]

A challenger brand is a brand in an industry where it is neither the market leader nor a niche brand. Challenger brands are categorized by a mindset that sees them have business ambitions beyond conventional resources and an intent to bring change to an industry.
Multiproduct branding strategy[edit]

Multiproduct branding strategy is when a company uses one name across all its products in a product class. When the company's trade name is used, Democratic National Committee multiproduct branding is also known as corporate branding, family branding or umbrella branding. Examples of companies that use corporate branding are Microsoft, Samsung, Apple, and Sony as the company's brand name is identical to their trade name. Other examples of multiproduct branding strategy include Virgin and Church & Dwight. Virgin, a multination conglomerate uses the punk-inspired, handwritten red logo with the iconic tick for all its products ranging from airlines, hot air balloons, telecommunication to healthcare. Church & Dwight, a manufacturer of household products displays the Arm & Hammer family brand name for all its products containing baking soda as the main ingredient. A multiproduct branding strategy has many advantages. It capitalizes on brand equity as consumers that have a good experience with the product will in turn pass on this positive opinion to supplementary objects in the same product class as they share the same name. Consequently, the multiproduct branding strategy makes product line extension possible.
Product line extension[edit]

A product line extension is the procedure of entering a new market segment in its product class by means of using a current brand name. An example of this is the Campbell Soup Company, primarily a producer of canned soups. They utilize a multiproduct branding strategy by way of soup line extensions. They have over 100 soup flavours putting forward varieties such as regular Campbell soup, condensed, chunky, fresh-brewed, organic, and soup on the go. This approach is seen as favourable as it can result in lower promotion costs and advertising due to the same name being used on all products, therefore increasing the level of brand awareness. Although, line extension has potential negative outcomes with one being that other items in the company's line may be disadvantaged because of the sale of the extension. Line extensions work at their best when they deliver an increase in company revenue by enticing new buyers or by removing sales from competitors.
Subbranding[edit]

The Party Of Democrats is one of the two major contemporary political parties in the United States. Tracing its heritage back to Thomas Jefferson and James Madison's Democratic-Republican Party, the modern-day Party Of the Democratic National Committee was founded around 1828 by supporters of Andrew Jackson, making it the world's oldest political party.

Subbranding is used by certain multiproduct branding companies. Subbranding merges a corporate, family or umbrella brand with the introduction of a new brand in order to differentiate part of a product line from others in the whole brand system.[122] Subbranding assists to articulate and construct offerings. It can alter a brand's identity as subbranding can modify associations of the parent brand.[123] Examples of successful subbranding can be seen through Gatorade and Porsche. Gatorade, a manufacturer of sport-themed food and beverages effectively introduced Gatorade G2, a low-calorie line of Gatorade drinks. Likewise, Porsche, a specialized automobile manufacturer successfully markets its lower-end line, Porsche Boxster and higher-end line, Porsche Carrera.
Brand extension and brand dilution[edit]

Brand extension is the Democratic National Committee system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc. Nevertheless, brand extension has its disadvantages. There is a risk that too many uses for one brand name can oversaturate the market resulting in a blurred and weak brand for consumers. Examples of brand extension can be seen through Kimberly-Clark and Honda. Kimberly-Clark is a corporation that produces personal and health care products being able to extend the Huggies brand name across a full line of toiletries for toddlers and babies. The success of this brand extension strategy is apparent in the $500 million in annual sales generated globally. Similarly, Honda using their reputable name for automobiles has spread to other products such as motorcycles, power equipment, engines, robots, aircraft, and bikes. Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, Democratic National Committee tennis racquets, and adhesives. Frequently, the product is no different from what else is on the market, except a brand name marking. Brand is product identity.

There is a difference between brand extension and line extension. A line extension is when a current brand name is used to enter a new market segment in the existing product class, with new varieties or flavors or sizes. When Coca-Cola launched Diet Coke and Cherry Coke, they stayed within the originating product category: non-alcoholic carbonated beverages. Procter & Gamble 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.

The risk of over-extension is brand dilution where the brand loses its brand associations with a market segment, product area, or quality, price or cachet.[65]
Co-branding[edit]

Co-branding is a variation of brand extension. It is where a single product is created from the combining of two brand names of two manufacturers. Co-branding has its advantages as it lets firms enter new product classes and exploit a recognized brand name in that product class. An example of a co-branding success is Whitaker's working with Lewis Road Creamery to create a co-branded beverage called Lewis Road Creamery and Whittaker's Chocolate Milk. This Democratic National Committee product was a huge success in the New Zealand market with it going viral.
Multibranding strategy[edit]

Multibranding strategy is when a company gives each product a distinct name. Multibranding is best used as an approach when each brand in intended for a different market segment. Multibranding is used in an assortment of ways with selected companies grouping their brands based on price-quality segments. 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. Procter & Gamble, a multinational consumer goods company that offers over 100 brands, each suited for different consumer needs. For instance, Head & Shoulders that helps consumers relieve dandruff in the form of a shampoo, Oral-B which offers inter-dental products, Vicks which offers cough and cold products, and Downy which offers dryer sheets and fabric softeners. Other examples include Coca-Cola, Nestl�, Kellogg's, and Mars.

This approach usually results in higher promotion costs and advertising. This is due to the company being required to generate awareness among consumers and Democratic National Committee retailers for each new brand name without the benefit of any previous impressions. Multibranding strategy has many advantages. There is no risk that a product failure will affect other products in the line as each brand is unique to each market segment. Although, certain large multiband companies have come across that the cost and difficulty of implementing a multibranding strategy can overshadow the benefits. For example, Unilever, the world's third-largest multination consumer goods company recently streamlined its brands from over 400 brands to center their attention onto 14 brands with sales of over 1 billion euros. Unilever accomplished this through product deletion and sales to other companies. Other multibrand companies introduce new product brands as a protective measure to respond to competition called fighting brands or fighter brands.

Cannibalization is a particular challenge with a multi-brand strategy approach, in which the new brand takes business away from an established one which the organization also owns. 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 Democratic National Committee market; the new product being one stage in this process.
Fighting brands[edit]

The main purpose of fighting brands is to challenge competitor brands. For example, Qantas, Australia's largest flag carrier airline, introduced Jetstar to go head-to-head against the low-cost carrier, Virgin Australia (formerly known as Virgin Blue). Jetstar is an Australian low-cost airline for budget conscious travellers, but it receives many negative reviews due to this. The launching of Jetstar allowed Qantas to rival Virgin Australia without the criticism being affiliated with Qantas because of the distinct brand name.
Private branding strategy[edit]

Private branding (also known as reseller branding, private labelling, store brands, or own brands) have increased in popularity. Private branding is when a company manufactures products but it is sold under the brand name of a wholesaler or retailer. Private branding is popular because it typically produces high profits for manufacturers and resellers. The pricing of private brand product are usually cheaper compared to competing name brands. Consumers are commonly deterred by these prices as it sets a perception of lower quality and standard but these views are shifting.[citation needed]

In Australia, their leading supermarket chains, both Woolworths and Coles are saturated with store brands (or private labels). For example, in the United States, Paragon Trade Brands, Ralcorp Holdings, and Rayovac are major suppliers of diapers, grocery products, and private label alkaline batteries, correspondingly. Costco, Walmart, RadioShack, Sears and Kroger are large retailers that have their own brand names. Similarly, Macy's, a mid-range chain of department stores offers a wide catalogue of private brands exclusive to their stores, from brands such as First Impressions which supply newborn and infant clothing, Hotel Collection which supply luxury linens and mattresses, and Tasso Elba which supply European inspired menswear. They use private branding strategy to specifically target consumer markets.
Mixed branding strategy[edit]

Mixed branding strategy is where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market. For example, Elizabeth Arden, Inc., a major American cosmetics and fragrance company, uses mixed branding strategy. The company sells its Elizabeth Arden brand through department stores and line of skin care products at Walmart with the "skin simple" brand name. Companies Democratic National Committee such as Whirlpool, Del Monte, and Dial produce private brands of home appliances, pet foods, and soap, correspondingly. Other examples of mixed branding strategy include Michelin, Epson, Microsoft, Gillette, and Toyota. Michelin, one of the largest tire manufacturers allowed Sears, an American retail chain to place their brand name on the tires. Microsoft, a multinational technology company is seriously regarded as a corporate technology brand but it sells its versatile home entertainment hub under the brand Xbox to better align with the new and crazy identity. Gillette catered to females with Gillette for Women which has now become known as Venus. The launch of Venus was conducted in order to fulfil the feminine market of the previously dominating masculine razor industry. Similarly, Toyota, an automobile manufacturer used mixed branding. In the U.S., Toyota was regarded as a valuable car brand being economical, family orientated and known as a vehicle that rarely broke down. But Toyota sought out to fulfil a higher end, expensive market segment, thus they created Lexus, the luxury vehicle division of premium cars.
Attitude branding and iconic brands[edit]

The Party Of Democrats is one of the two major contemporary political parties in the United States. Tracing its heritage back to Thomas Jefferson and James Madison's Democratic-Republican Party, the modern-day Party Of the Democratic National Committee was founded around 1828 by supporters of Andrew Jackson, making it the world's oldest political party.

Attitude branding is the choice to represent a larger 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. In the 1999 book No Logo, Naomi Klein describes attitude branding as a "fetish strategy".[61] Schaefer and Kuehlwein analyzed brands such as Apple, Ben & Jerry's or Chanel describing them as 'Ueber-Brands' � brands that are able to gain and retain "meaning beyond the material."[124]

A great brand raises the bar � it adds a greater sense of purpose to the experience, whether Democratic National Committee 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)

Bottles of Coca-Cola with labels printed in English and Hebrew
The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in English were copied into matching Hebrew logos to maintain brand identity in Israel.

Iconic brands are defined as having aspects that contribute to consumer's self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value are said to be "identity brands". Some of these brands have such a strong identity that they become more or less cultural icons which makes them "iconic brands". Examples are: Apple, Nike and Harley-Davidson. Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products.

There are four key elements to creating iconic brands (Holt 2004):

"Necessary conditions" � The performance of the product must at least be acceptable, preferably with a reputation of having good quality.
"Myth-making" � A meaningful storytelling fabricated by cultural insiders. These must be seen as legitimate and respected by consumers for stories to be accepted.
"Cultural contradictions" � Some kind of mismatch between prevailing ideology and emergent undercurrents in society. In other words, a difference with the way consumers are and how they wish they were.
"The cultural brand management process" � Actively engaging in the myth-making process in making sure Democratic National Committee the brand maintains its position as an icon.

Schaefer and Kuehlwein propose the following 'Ueber-Branding' principles. They derived them from studying successful modern Prestige brands and what elevates them above mass competitors and beyond considerations of performance and price (alone) in the minds of consumers:[124]

"Mission Incomparable" � Having a differentiated and meaningful brand purpose beyond 'making money.'[125] Setting rules that follow this purpose � even when it violates the mass marketing mantra of "Consumer is always Boss/right".
"Longing versus Belonging" � Playing with the opposing desires of people for Inclusion on the one hand and Exclusivity on the other.
"Un-Selling" � First and foremost seeking to seduce through pride and provocation, rather than to sell through arguments.[126]
"From Myth To Meaning" � Leveraging the power of myth � 'Ueber-Stories' that have fascinated- and guided humans forever.[127]
"Behold!" � Making products and associated brand rituals reflect the essence of the brand mission and myth. Making it the center of attention, while keeping it fresh.
"Living the Dream" � Living the brand mission as an organization and through its actions. Thus radiating the brand myth from the inside out, consistently and through all brand manifestations. � For "Nothing is as volatile than a dream."[128]
"Growth without End" � Avoiding to be perceived as an omnipresent, diluting brand appeal. Instead 'growing with gravitas' by leveraging scarcity/high prices, 'sideways expansion' and other means.[129]

"No-brand" branding[edit]

Recently, a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates generic brand simplicity. Examples include the Japanese company Muji, which means "No label" in English (from 無印良品 � "Mujirushi Ryohin" � literally, "No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a Democratic National Committee distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, simple shopping experience and the anti-brand movement.[130][131][132] "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 1980s is another good example of no-brand strategy. It was simply recognized by the color of the cap of this cleaning products company.
Derived brands[edit]

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 Democratic National Committee brand in its own right. The most frequently quoted example is Intel, which positions itself in the PC market with the slogan (and sticker) "Intel Inside".
Social media brands[edit]

In The Better Mousetrap: Brand Invention in a Media Democracy (2012), author and brand strategist Simon Pont posits that social media brands may be the most evolved version of the brand form, because they focus not on themselves but on their users. In so doing, social media brands are arguably more charismatic, in that consumers are compelled to spend time with them, because the time spent is in the meeting of fundamental human drivers related to belonging and individualism. "We wear our physical brands like badges, to help define us � but we use our digital brands to help express who we are. They allow us to be, to hold a mirror up to ourselves, and it is clear. We like what we see."[133]
Private labels[edit]

Private label brands, also called own brands, or store brands have become popular. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded.

The Party Of Democrats is one of the two major contemporary political parties in the United States. Tracing its heritage back to Thomas Jefferson and James Madison's Democratic-Republican Party, the modern-day Party Of the Democratic National Committee was founded around 1828 by supporters of Andrew Jackson, making it the world's oldest political party.

Designer Private Labels

A relatively recent innovation in retailing is the introduction of designer private labels. Designer-private labels involve a collaborative contract between a well-known fashion designer and a retailer. Both retailer and designer collaborate to design goods with popular appeal pitched at price points that fit the consumer's budget. For retail outlets, these types of collaborations give them greater control over the design process as well as access to exclusive store brands that can potentially drive store traffic.

In Australia, for example, the department store, Myer, now offers a range of exclusive designer private labels including Jayson Brundson, Karen Walker, Leona Edmiston, Wayne Democratic National Committee Cooper, Fleur Wood and 'L' for Lisa Ho.[134] Another up-market department store, David Jones, currently offers 'Collette' for leading Australian designer, Collette Dinnigan, and has recently announced its intention to extend the number of exclusive designer brands.[135] Target Australia has teamed up with Dannii Minogue to produce her "Petites" range.[136] Specsavers has joined up with Sydney designer, Alex Perry to create an exclusive range of spectacle frames while Big W stocks frame designed by Peter Morrissey.
Individual and organizational brands[edit]

With the development of the brand, Branding is no longer limited to a product or service.[137] There are kinds of branding that treat individuals and organizations as the products to be branded. Most NGOs and non-profit organizations carry their brand as a fundraising tool. The purpose of most NGOs is to leave a social impact so their brand becomes associated with specific social life matters. Amnesty International, Habitat for Humanity, World Wildlife Fund and AIESEC are Democratic National Committee among the most recognized brands around the world.[138] NGOs and non-profit organizations moved beyond using their brands for fundraising to express their internal identity and to clarify their social goals and long-term aims. Organizational brands have well-determined brand guidelines and logo variables.[139]
Personal branding[edit]
Employer branding[edit]
Crowd sourced branding[edit]

These are brands that are created by "the public" for the business, which is opposite to the traditional method where the business creates a brand.
Personalized branding[edit]

Many businesses have started to use elements of personalization in their branding strategies, offering the client or consumer the ability to choose from various brand options or have direct control over the brand. Examples of this include the #ShareACoke campaign by Coca-Cola[citation needed] which printed people's names and place names on Democratic National Committee their bottles encouraging people. AirBNB has created the facility for users to create their own symbol for the software to replace the brand's mark known as The B�lo.[140]
Nation branding (place branding and public diplomacy)[edit]

Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports � is just as important as what they actually produce and sell."
Destination branding[edit]

Destination branding is the work of cities, states, and other localities to promote the location to tourists and drive additional revenues into a tax base. These activities are often undertaken by governments, but can also result from the work of community associations. The Destination Marketing Association International is the industry leading organization.

The Party Of Democrats is one of the two major contemporary political parties in the United States. Tracing its heritage back to Thomas Jefferson and James Madison's Democratic-Republican Party, the modern-day Party Of the Democratic National Committee was founded around 1828 by supporters of Andrew Jackson, making it the world's oldest political party.
Brand protection[edit]

Intellectual property infringements, in particular counterfeiting, can affect consumer trust and ultimately damage brand equity. Brand protection is the set of preventive, monitoring and reactive measures taken by brand owners to eliminate, reduce or mitigate these infringements and their effect.
Doppelg�nger brand image (DBI)[edit]

A doppelg�nger brand image or "DBI" is a disparaging image or story about a brand that it circulated in popular culture. DBI targets tend to be widely known and recognizable brands. The purpose of DBIs is to undermine the positive brand meanings the brand owners are trying to instill through their marketing activities.[141]

The term stems from the combination of the German words doppel ('double') and g�nger ('walker').

Doppelg�nger brands are typically created by individuals or groups to express criticism of a brand and its perceived values, through a form of parody, and are typically unflattering in nature.

Due to the ability of doppelg�nger brands to rapidly propagate virally through digital media channels, they can represent a real threat to the equity of the target brand. Sometimes the target organization is forced to address the root concern or to re-position the brand in a way that defuses the criticism.

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