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Brand - Wikipedia

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skin-vector-search-vue mediawiki ltr sitedir-ltr mw-hide-empty-elt ns-0 ns-subject mw-editable page-Brand rootpage-Brand skin-vector-2022 action-view"><a class="mw-jump-link" href="#bodyContent">Jump to content</a> <div class="vector-header-container"> <header class="vector-header mw-header"> <div class="vector-header-start"> <nav class="vector-main-menu-landmark" aria-label="Site"> <div id="vector-main-menu-dropdown" class="vector-dropdown vector-main-menu-dropdown vector-button-flush-left vector-button-flush-right" title="Main menu" > <input type="checkbox" id="vector-main-menu-dropdown-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-main-menu-dropdown" class="vector-dropdown-checkbox " aria-label="Main menu" > <label id="vector-main-menu-dropdown-label" for="vector-main-menu-dropdown-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " 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about Wikipedia and how it works"><span>About Wikipedia</span></a></li><li id="n-contactpage" class="mw-list-item"><a href="//en.wikipedia.org/wiki/Wikipedia:Contact_us" title="How to contact Wikipedia"><span>Contact us</span></a></li> </ul> </div> </div> <div id="p-interaction" class="vector-menu mw-portlet mw-portlet-interaction" > <div class="vector-menu-heading"> Contribute </div> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li id="n-help" class="mw-list-item"><a href="/wiki/Help:Contents" title="Guidance on how to use and edit Wikipedia"><span>Help</span></a></li><li id="n-introduction" class="mw-list-item"><a href="/wiki/Help:Introduction" title="Learn how to edit Wikipedia"><span>Learn to edit</span></a></li><li id="n-portal" class="mw-list-item"><a href="/wiki/Wikipedia:Community_portal" title="The hub for editors"><span>Community portal</span></a></li><li id="n-recentchanges" class="mw-list-item"><a href="/wiki/Special:RecentChanges" title="A list 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name="search" placeholder="Search Wikipedia" aria-label="Search Wikipedia" autocapitalize="sentences" title="Search Wikipedia [f]" accesskey="f" id="searchInput" > <span class="cdx-text-input__icon cdx-text-input__start-icon"></span> </div> <input type="hidden" name="title" value="Special:Search"> </div> <button class="cdx-button cdx-search-input__end-button">Search</button> </form> </div> </div> </div> <nav class="vector-user-links vector-user-links-wide" aria-label="Personal tools"> <div class="vector-user-links-main"> <div id="p-vector-user-menu-preferences" class="vector-menu mw-portlet emptyPortlet" > <div class="vector-menu-content"> <ul class="vector-menu-content-list"> </ul> </div> </div> <div id="p-vector-user-menu-userpage" class="vector-menu mw-portlet emptyPortlet" > <div class="vector-menu-content"> <ul class="vector-menu-content-list"> </ul> </div> </div> <nav class="vector-appearance-landmark" aria-label="Appearance"> <div id="vector-appearance-dropdown" class="vector-dropdown " title="Change the appearance of the page&#039;s font size, width, and color" > <input type="checkbox" id="vector-appearance-dropdown-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-appearance-dropdown" class="vector-dropdown-checkbox " aria-label="Appearance" > <label id="vector-appearance-dropdown-label" for="vector-appearance-dropdown-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-appearance mw-ui-icon-wikimedia-appearance"></span> <span class="vector-dropdown-label-text">Appearance</span> </label> <div class="vector-dropdown-content"> <div id="vector-appearance-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <div id="p-vector-user-menu-notifications" class="vector-menu mw-portlet emptyPortlet" > <div class="vector-menu-content"> <ul class="vector-menu-content-list"> </ul> </div> </div> <div id="p-vector-user-menu-overflow" class="vector-menu mw-portlet" > <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li id="pt-sitesupport-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="https://donate.wikimedia.org/?wmf_source=donate&amp;wmf_medium=sidebar&amp;wmf_campaign=en.wikipedia.org&amp;uselang=en" class=""><span>Donate</span></a> </li> <li id="pt-createaccount-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="/w/index.php?title=Special:CreateAccount&amp;returnto=Brand" title="You are encouraged to create an account and log in; however, it is not mandatory" class=""><span>Create account</span></a> </li> <li id="pt-login-2" class="user-links-collapsible-item mw-list-item user-links-collapsible-item"><a data-mw="interface" href="/w/index.php?title=Special:UserLogin&amp;returnto=Brand" title="You&#039;re encouraged to log in; however, it&#039;s not mandatory. [o]" accesskey="o" class=""><span>Log in</span></a> </li> </ul> </div> </div> </div> <div id="vector-user-links-dropdown" class="vector-dropdown vector-user-menu vector-button-flush-right vector-user-menu-logged-out" title="Log in and more options" > <input type="checkbox" id="vector-user-links-dropdown-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-user-links-dropdown" class="vector-dropdown-checkbox " aria-label="Personal tools" > <label id="vector-user-links-dropdown-label" for="vector-user-links-dropdown-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-ellipsis mw-ui-icon-wikimedia-ellipsis"></span> <span class="vector-dropdown-label-text">Personal tools</span> </label> <div class="vector-dropdown-content"> <div id="p-personal" class="vector-menu mw-portlet mw-portlet-personal user-links-collapsible-item" title="User menu" > <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li id="pt-sitesupport" class="user-links-collapsible-item mw-list-item"><a href="https://donate.wikimedia.org/?wmf_source=donate&amp;wmf_medium=sidebar&amp;wmf_campaign=en.wikipedia.org&amp;uselang=en"><span>Donate</span></a></li><li id="pt-createaccount" class="user-links-collapsible-item mw-list-item"><a href="/w/index.php?title=Special:CreateAccount&amp;returnto=Brand" title="You are encouraged to create an account and log in; however, it is not mandatory"><span class="vector-icon mw-ui-icon-userAdd mw-ui-icon-wikimedia-userAdd"></span> <span>Create account</span></a></li><li id="pt-login" class="user-links-collapsible-item mw-list-item"><a href="/w/index.php?title=Special:UserLogin&amp;returnto=Brand" title="You&#039;re encouraged to log in; however, it&#039;s not mandatory. [o]" accesskey="o"><span class="vector-icon mw-ui-icon-logIn mw-ui-icon-wikimedia-logIn"></span> <span>Log in</span></a></li> </ul> </div> </div> <div id="p-user-menu-anon-editor" class="vector-menu mw-portlet mw-portlet-user-menu-anon-editor" > <div class="vector-menu-heading"> Pages for logged out editors <a href="/wiki/Help:Introduction" aria-label="Learn more about editing"><span>learn more</span></a> </div> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li id="pt-anoncontribs" class="mw-list-item"><a href="/wiki/Special:MyContributions" title="A list of edits made from this IP address [y]" accesskey="y"><span>Contributions</span></a></li><li id="pt-anontalk" class="mw-list-item"><a href="/wiki/Special:MyTalk" title="Discussion about edits from this IP address [n]" accesskey="n"><span>Talk</span></a></li> </ul> </div> </div> </div> </div> </nav> </div> </header> </div> <div class="mw-page-container"> <div class="mw-page-container-inner"> <div class="vector-sitenotice-container"> <div id="siteNotice"><!-- CentralNotice --></div> </div> <div class="vector-column-start"> <div class="vector-main-menu-container"> <div id="mw-navigation"> <nav id="mw-panel" class="vector-main-menu-landmark" aria-label="Site"> <div id="vector-main-menu-pinned-container" class="vector-pinned-container"> </div> </nav> </div> </div> <div class="vector-sticky-pinned-container"> <nav id="mw-panel-toc" aria-label="Contents" data-event-name="ui.sidebar-toc" class="mw-table-of-contents-container vector-toc-landmark"> <div id="vector-toc-pinned-container" class="vector-pinned-container"> <div id="vector-toc" class="vector-toc vector-pinnable-element"> <div class="vector-pinnable-header vector-toc-pinnable-header vector-pinnable-header-pinned" data-feature-name="toc-pinned" data-pinnable-element-id="vector-toc" > <h2 class="vector-pinnable-header-label">Contents</h2> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-pin-button" data-event-name="pinnable-header.vector-toc.pin">move to sidebar</button> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-unpin-button" data-event-name="pinnable-header.vector-toc.unpin">hide</button> </div> <ul class="vector-toc-contents" id="mw-panel-toc-list"> <li id="toc-mw-content-text" class="vector-toc-list-item vector-toc-level-1"> <a href="#" class="vector-toc-link"> <div class="vector-toc-text">(Top)</div> </a> </li> <li id="toc-Etymology" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Etymology"> <div class="vector-toc-text"> <span class="vector-toc-numb">1</span> <span>Etymology</span> </div> </a> <ul id="toc-Etymology-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-History" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#History"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>History</span> </div> </a> <ul id="toc-History-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Concepts" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Concepts"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Concepts</span> </div> </a> <button aria-controls="toc-Concepts-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Concepts subsection</span> </button> <ul id="toc-Concepts-sublist" class="vector-toc-list"> <li id="toc-Brand_names_and_trademarks" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_names_and_trademarks"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>Brand names and trademarks</span> </div> </a> <ul id="toc-Brand_names_and_trademarks-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Corporate_brand_identity" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Corporate_brand_identity"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.2</span> <span>Corporate brand identity</span> </div> </a> <ul id="toc-Corporate_brand_identity-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_personality" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_personality"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.3</span> <span>Brand personality</span> </div> </a> <ul id="toc-Brand_personality-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_awareness" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_awareness"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.4</span> <span>Brand awareness</span> </div> </a> <ul id="toc-Brand_awareness-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_recognition" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_recognition"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.5</span> <span>Brand recognition</span> </div> </a> <ul id="toc-Brand_recognition-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_recall" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_recall"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.6</span> <span>Brand recall</span> </div> </a> <ul id="toc-Brand_recall-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Brand_elements" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Brand_elements"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Brand elements</span> </div> </a> <button aria-controls="toc-Brand_elements-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Brand elements subsection</span> </button> <ul id="toc-Brand_elements-sublist" class="vector-toc-list"> <li id="toc-Brand_communication" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_communication"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.1</span> <span>Brand communication</span> </div> </a> <ul id="toc-Brand_communication-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Global_brand_variables" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Global_brand_variables"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>Global brand variables</span> </div> </a> <button aria-controls="toc-Global_brand_variables-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Global brand variables subsection</span> </button> <ul id="toc-Global_brand_variables-sublist" class="vector-toc-list"> <li id="toc-Brand_name" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_name"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1</span> <span>Brand name</span> </div> </a> <ul id="toc-Brand_name-sublist" class="vector-toc-list"> <li id="toc-Types_of_brand_names" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Types_of_brand_names"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1.1</span> <span>Types of brand names</span> </div> </a> <ul id="toc-Types_of_brand_names-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Brand_line" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_line"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.2</span> <span>Brand line</span> </div> </a> <ul id="toc-Brand_line-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_identity" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_identity"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.3</span> <span>Brand identity</span> </div> </a> <ul id="toc-Brand_identity-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_image" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_image"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.4</span> <span>Brand image</span> </div> </a> <ul id="toc-Brand_image-sublist" class="vector-toc-list"> <li id="toc-Brand_trust" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Brand_trust"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.4.1</span> <span>Brand trust</span> </div> </a> <ul id="toc-Brand_trust-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Market_Differentiation" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Market_Differentiation"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.4.2</span> <span>Market Differentiation</span> </div> </a> <ul id="toc-Market_Differentiation-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Visual_brand_identity" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Visual_brand_identity"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.4.3</span> <span>Visual brand identity</span> </div> </a> <ul id="toc-Visual_brand_identity-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Brand_parity" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_parity"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.5</span> <span>Brand parity</span> </div> </a> <ul id="toc-Brand_parity-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Expanding_role_of_brands" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Expanding_role_of_brands"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Expanding role of brands</span> </div> </a> <ul id="toc-Expanding_role_of_brands-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Branding_strategies" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Branding_strategies"> <div class="vector-toc-text"> <span class="vector-toc-numb">7</span> <span>Branding strategies</span> </div> </a> <button aria-controls="toc-Branding_strategies-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Branding strategies subsection</span> </button> <ul id="toc-Branding_strategies-sublist" class="vector-toc-list"> <li id="toc-Company_name" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Company_name"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.1</span> <span>Company name</span> </div> </a> <ul id="toc-Company_name-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Individual_branding" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Individual_branding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.2</span> <span>Individual branding</span> </div> </a> <ul id="toc-Individual_branding-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Challenger_brands" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Challenger_brands"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.3</span> <span>Challenger brands</span> </div> </a> <ul id="toc-Challenger_brands-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Multiproduct_branding_strategy" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Multiproduct_branding_strategy"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.4</span> <span>Multiproduct branding strategy</span> </div> </a> <ul id="toc-Multiproduct_branding_strategy-sublist" class="vector-toc-list"> <li id="toc-Product_line_extension" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Product_line_extension"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.4.1</span> <span>Product line extension</span> </div> </a> <ul id="toc-Product_line_extension-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Subbranding" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Subbranding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.4.2</span> <span>Subbranding</span> </div> </a> <ul id="toc-Subbranding-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_extension_and_brand_dilution" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Brand_extension_and_brand_dilution"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.4.3</span> <span>Brand extension and brand dilution</span> </div> </a> <ul id="toc-Brand_extension_and_brand_dilution-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Brand_collaborations" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_collaborations"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.5</span> <span>Brand collaborations</span> </div> </a> <ul id="toc-Brand_collaborations-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Multibranding_strategy" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Multibranding_strategy"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.6</span> <span>Multibranding strategy</span> </div> </a> <ul id="toc-Multibranding_strategy-sublist" class="vector-toc-list"> <li id="toc-Fighting_brands" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Fighting_brands"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.6.1</span> <span>Fighting brands</span> </div> </a> <ul id="toc-Fighting_brands-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Private_branding_strategy" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Private_branding_strategy"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.7</span> <span>Private branding strategy</span> </div> </a> <ul id="toc-Private_branding_strategy-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Mixed_branding_strategy" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Mixed_branding_strategy"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.8</span> <span>Mixed branding strategy</span> </div> </a> <ul id="toc-Mixed_branding_strategy-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Attitude_branding_and_iconic_brands" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Attitude_branding_and_iconic_brands"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.9</span> <span>Attitude branding and iconic brands</span> </div> </a> <ul id="toc-Attitude_branding_and_iconic_brands-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-&quot;No-brand&quot;_branding" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#&quot;No-brand&quot;_branding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.10</span> <span>"No-brand" branding</span> </div> </a> <ul id="toc-&quot;No-brand&quot;_branding-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Derived_brands" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Derived_brands"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.11</span> <span>Derived brands</span> </div> </a> <ul id="toc-Derived_brands-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Social_media_brands" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Social_media_brands"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.12</span> <span>Social media brands</span> </div> </a> <ul id="toc-Social_media_brands-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Private_labels" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Private_labels"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.13</span> <span>Private labels</span> </div> </a> <ul id="toc-Private_labels-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Individual_and_organizational_brands" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Individual_and_organizational_brands"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.14</span> <span>Individual and organizational brands</span> </div> </a> <ul id="toc-Individual_and_organizational_brands-sublist" class="vector-toc-list"> <li id="toc-Personal_branding" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Personal_branding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.14.1</span> <span>Personal branding</span> </div> </a> <ul id="toc-Personal_branding-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Employer_branding" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Employer_branding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.14.2</span> <span>Employer branding</span> </div> </a> <ul id="toc-Employer_branding-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Crowd_sourced_branding" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Crowd_sourced_branding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.15</span> <span>Crowd sourced branding</span> </div> </a> <ul id="toc-Crowd_sourced_branding-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Personalized_branding" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Personalized_branding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.16</span> <span>Personalized branding</span> </div> </a> <ul id="toc-Personalized_branding-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Nation_branding_(place_branding_and_public_diplomacy)" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Nation_branding_(place_branding_and_public_diplomacy)"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.17</span> <span>Nation branding (place branding and public diplomacy)</span> </div> </a> <ul id="toc-Nation_branding_(place_branding_and_public_diplomacy)-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Destination_branding" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Destination_branding"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.18</span> <span>Destination branding</span> </div> </a> <ul id="toc-Destination_branding-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Brand_protection" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Brand_protection"> <div class="vector-toc-text"> <span class="vector-toc-numb">7.19</span> <span>Brand protection</span> </div> </a> <ul id="toc-Brand_protection-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Doppelgänger_brand_image_(DBI)" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Doppelgänger_brand_image_(DBI)"> <div class="vector-toc-text"> <span class="vector-toc-numb">8</span> <span>Doppelgänger brand image (DBI)</span> </div> </a> <ul id="toc-Doppelgänger_brand_image_(DBI)-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-International_Standards" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#International_Standards"> <div class="vector-toc-text"> <span class="vector-toc-numb">9</span> <span>International Standards</span> </div> </a> <ul id="toc-International_Standards-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">10</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">11</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" title="Table of Contents" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-listBullet mw-ui-icon-wikimedia-listBullet"></span> <span class="vector-dropdown-label-text">Toggle the table of contents</span> </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading"><span class="mw-page-title-main">Brand</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. Available in 65 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-65" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">65 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-af mw-list-item"><a href="https://af.wikipedia.org/wiki/Handelsmerk" title="Handelsmerk – Afrikaans" lang="af" hreflang="af" data-title="Handelsmerk" data-language-autonym="Afrikaans" data-language-local-name="Afrikaans" class="interlanguage-link-target"><span>Afrikaans</span></a></li><li class="interlanguage-link interwiki-ar mw-list-item"><a href="https://ar.wikipedia.org/wiki/%D9%85%D8%A7%D8%B1%D9%83%D8%A9" title="ماركة – Arabic" lang="ar" hreflang="ar" data-title="ماركة" data-language-autonym="العربية" data-language-local-name="Arabic" class="interlanguage-link-target"><span>العربية</span></a></li><li class="interlanguage-link interwiki-az mw-list-item"><a href="https://az.wikipedia.org/wiki/Brend" title="Brend – Azerbaijani" lang="az" hreflang="az" data-title="Brend" data-language-autonym="Azərbaycanca" data-language-local-name="Azerbaijani" class="interlanguage-link-target"><span>Azərbaycanca</span></a></li><li class="interlanguage-link interwiki-bn mw-list-item"><a href="https://bn.wikipedia.org/wiki/%E0%A6%AE%E0%A6%BE%E0%A6%B0%E0%A7%8D%E0%A6%95%E0%A6%BE" title="মার্কা – Bangla" lang="bn" hreflang="bn" data-title="মার্কা" data-language-autonym="বাংলা" data-language-local-name="Bangla" class="interlanguage-link-target"><span>বাংলা</span></a></li><li class="interlanguage-link interwiki-be mw-list-item"><a href="https://be.wikipedia.org/wiki/%D0%91%D1%80%D1%8D%D0%BD%D0%B4" title="Брэнд – Belarusian" lang="be" hreflang="be" data-title="Брэнд" data-language-autonym="Беларуская" data-language-local-name="Belarusian" class="interlanguage-link-target"><span>Беларуская</span></a></li><li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B0_(%D0%B1%D1%80%D0%B0%D0%BD%D0%B4)" title="Марка (бранд) – Bulgarian" lang="bg" hreflang="bg" data-title="Марка (бранд)" data-language-autonym="Български" data-language-local-name="Bulgarian" class="interlanguage-link-target"><span>Български</span></a></li><li class="interlanguage-link interwiki-bar mw-list-item"><a href="https://bar.wikipedia.org/wiki/Marke" title="Marke – Bavarian" lang="bar" hreflang="bar" data-title="Marke" data-language-autonym="Boarisch" data-language-local-name="Bavarian" class="interlanguage-link-target"><span>Boarisch</span></a></li><li class="interlanguage-link interwiki-bs mw-list-item"><a href="https://bs.wikipedia.org/wiki/Marka" title="Marka – Bosnian" lang="bs" hreflang="bs" data-title="Marka" data-language-autonym="Bosanski" data-language-local-name="Bosnian" class="interlanguage-link-target"><span>Bosanski</span></a></li><li class="interlanguage-link interwiki-ca mw-list-item"><a href="https://ca.wikipedia.org/wiki/Marca_comercial" title="Marca comercial – Catalan" lang="ca" hreflang="ca" data-title="Marca comercial" data-language-autonym="Català" data-language-local-name="Catalan" class="interlanguage-link-target"><span>Català</span></a></li><li class="interlanguage-link interwiki-ceb mw-list-item"><a href="https://ceb.wikipedia.org/wiki/Patik" title="Patik – Cebuano" lang="ceb" hreflang="ceb" data-title="Patik" data-language-autonym="Cebuano" data-language-local-name="Cebuano" class="interlanguage-link-target"><span>Cebuano</span></a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/Obchodn%C3%AD_zna%C4%8Dka" title="Obchodní značka – Czech" lang="cs" hreflang="cs" data-title="Obchodní značka" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-da mw-list-item"><a href="https://da.wikipedia.org/wiki/M%C3%A6rke" title="Mærke – Danish" lang="da" hreflang="da" data-title="Mærke" data-language-autonym="Dansk" data-language-local-name="Danish" class="interlanguage-link-target"><span>Dansk</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Marke_(Marketing)" title="Marke (Marketing) – German" lang="de" hreflang="de" data-title="Marke (Marketing)" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-et mw-list-item"><a href="https://et.wikipedia.org/wiki/Br%C3%A4nd" title="Bränd – Estonian" lang="et" hreflang="et" data-title="Bränd" data-language-autonym="Eesti" data-language-local-name="Estonian" class="interlanguage-link-target"><span>Eesti</span></a></li><li class="interlanguage-link interwiki-el mw-list-item"><a href="https://el.wikipedia.org/wiki/%CE%9C%CE%AC%CF%81%CE%BA%CE%B1" title="Μάρκα – Greek" lang="el" hreflang="el" data-title="Μάρκα" data-language-autonym="Ελληνικά" data-language-local-name="Greek" class="interlanguage-link-target"><span>Ελληνικά</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Marca" title="Marca – Spanish" lang="es" hreflang="es" data-title="Marca" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-eo mw-list-item"><a href="https://eo.wikipedia.org/wiki/Varomarko" title="Varomarko – Esperanto" lang="eo" hreflang="eo" data-title="Varomarko" data-language-autonym="Esperanto" data-language-local-name="Esperanto" class="interlanguage-link-target"><span>Esperanto</span></a></li><li class="interlanguage-link interwiki-eu mw-list-item"><a href="https://eu.wikipedia.org/wiki/Marka" title="Marka – Basque" lang="eu" hreflang="eu" data-title="Marka" data-language-autonym="Euskara" data-language-local-name="Basque" class="interlanguage-link-target"><span>Euskara</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%A8%D8%B1%D9%86%D8%AF" title="برند – Persian" lang="fa" hreflang="fa" data-title="برند" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Marque_(marketing)" title="Marque (marketing) – French" lang="fr" hreflang="fr" data-title="Marque (marketing)" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-gl mw-list-item"><a href="https://gl.wikipedia.org/wiki/Marca_(mercado)" title="Marca (mercado) – Galician" lang="gl" hreflang="gl" data-title="Marca (mercado)" data-language-autonym="Galego" data-language-local-name="Galician" class="interlanguage-link-target"><span>Galego</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EB%B8%8C%EB%9E%9C%EB%93%9C" title="브랜드 – Korean" lang="ko" hreflang="ko" data-title="브랜드" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-hy mw-list-item"><a href="https://hy.wikipedia.org/wiki/%D4%B2%D6%80%D5%A5%D5%B6%D5%A4" title="Բրենդ – Armenian" lang="hy" hreflang="hy" data-title="Բրենդ" data-language-autonym="Հայերեն" data-language-local-name="Armenian" class="interlanguage-link-target"><span>Հայերեն</span></a></li><li class="interlanguage-link interwiki-hi mw-list-item"><a href="https://hi.wikipedia.org/wiki/%E0%A4%AC%E0%A5%8D%E0%A4%B0%E0%A4%BE%E0%A4%82%E0%A4%A1" title="ब्रांड – Hindi" lang="hi" hreflang="hi" data-title="ब्रांड" data-language-autonym="हिन्दी" data-language-local-name="Hindi" class="interlanguage-link-target"><span>हिन्दी</span></a></li><li class="interlanguage-link interwiki-hr mw-list-item"><a href="https://hr.wikipedia.org/wiki/Brend" title="Brend – Croatian" lang="hr" hreflang="hr" data-title="Brend" data-language-autonym="Hrvatski" data-language-local-name="Croatian" class="interlanguage-link-target"><span>Hrvatski</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Merek" title="Merek – Indonesian" lang="id" hreflang="id" data-title="Merek" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Marca_(commercio)" title="Marca (commercio) – Italian" lang="it" hreflang="it" data-title="Marca (commercio)" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-he mw-list-item"><a href="https://he.wikipedia.org/wiki/%D7%9E%D7%95%D7%AA%D7%92" title="מותג – Hebrew" lang="he" hreflang="he" data-title="מותג" data-language-autonym="עברית" data-language-local-name="Hebrew" class="interlanguage-link-target"><span>עברית</span></a></li><li class="interlanguage-link interwiki-kk mw-list-item"><a href="https://kk.wikipedia.org/wiki/%D0%91%D1%80%D0%B5%D0%BD%D0%B4" title="Бренд – Kazakh" lang="kk" hreflang="kk" data-title="Бренд" data-language-autonym="Қазақша" data-language-local-name="Kazakh" class="interlanguage-link-target"><span>Қазақша</span></a></li><li class="interlanguage-link interwiki-lv mw-list-item"><a href="https://lv.wikipedia.org/wiki/Z%C4%ABmols" title="Zīmols – Latvian" lang="lv" hreflang="lv" data-title="Zīmols" data-language-autonym="Latviešu" data-language-local-name="Latvian" class="interlanguage-link-target"><span>Latviešu</span></a></li><li class="interlanguage-link interwiki-lt badge-Q70893996 mw-list-item" title=""><a href="https://lt.wikipedia.org/wiki/%C5%BDenklas_(%C5%BEenklai)" title="Ženklas (ženklai) – Lithuanian" lang="lt" hreflang="lt" data-title="Ženklas (ženklai)" data-language-autonym="Lietuvių" data-language-local-name="Lithuanian" class="interlanguage-link-target"><span>Lietuvių</span></a></li><li class="interlanguage-link interwiki-nia mw-list-item"><a href="https://nia.wikipedia.org/wiki/Merek" title="Merek – Nias" lang="nia" hreflang="nia" data-title="Merek" data-language-autonym="Li Niha" data-language-local-name="Nias" class="interlanguage-link-target"><span>Li Niha</span></a></li><li class="interlanguage-link interwiki-hu mw-list-item"><a href="https://hu.wikipedia.org/wiki/M%C3%A1rka_(marketing)" title="Márka (marketing) – Hungarian" lang="hu" hreflang="hu" data-title="Márka (marketing)" data-language-autonym="Magyar" data-language-local-name="Hungarian" class="interlanguage-link-target"><span>Magyar</span></a></li><li class="interlanguage-link interwiki-mk mw-list-item"><a href="https://mk.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B0" title="Марка – Macedonian" lang="mk" hreflang="mk" data-title="Марка" data-language-autonym="Македонски" data-language-local-name="Macedonian" class="interlanguage-link-target"><span>Македонски</span></a></li><li class="interlanguage-link interwiki-ml mw-list-item"><a href="https://ml.wikipedia.org/wiki/%E0%B4%AC%E0%B5%8D%E0%B4%B0%E0%B4%BE%E0%B5%BB%E0%B4%A1%E0%B5%8D" title="ബ്രാൻഡ് – Malayalam" lang="ml" hreflang="ml" data-title="ബ്രാൻഡ്" data-language-autonym="മലയാളം" data-language-local-name="Malayalam" class="interlanguage-link-target"><span>മലയാളം</span></a></li><li class="interlanguage-link interwiki-ms mw-list-item"><a href="https://ms.wikipedia.org/wiki/Jenama" title="Jenama – Malay" lang="ms" hreflang="ms" data-title="Jenama" data-language-autonym="Bahasa Melayu" data-language-local-name="Malay" class="interlanguage-link-target"><span>Bahasa Melayu</span></a></li><li class="interlanguage-link interwiki-nl badge-Q70894304 mw-list-item" title=""><a href="https://nl.wikipedia.org/wiki/Merkartikel" title="Merkartikel – Dutch" lang="nl" hreflang="nl" data-title="Merkartikel" data-language-autonym="Nederlands" data-language-local-name="Dutch" class="interlanguage-link-target"><span>Nederlands</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%83%96%E3%83%A9%E3%83%B3%E3%83%89" title="ブランド – Japanese" lang="ja" hreflang="ja" data-title="ブランド" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-no mw-list-item"><a href="https://no.wikipedia.org/wiki/Merkenavn" title="Merkenavn – Norwegian Bokmål" lang="nb" hreflang="nb" data-title="Merkenavn" data-language-autonym="Norsk bokmål" data-language-local-name="Norwegian Bokmål" class="interlanguage-link-target"><span>Norsk bokmål</span></a></li><li class="interlanguage-link interwiki-uz mw-list-item"><a href="https://uz.wikipedia.org/wiki/Brend" title="Brend – Uzbek" lang="uz" hreflang="uz" data-title="Brend" data-language-autonym="Oʻzbekcha / ўзбекча" data-language-local-name="Uzbek" class="interlanguage-link-target"><span>Oʻzbekcha / ўзбекча</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/Marka_(marketing)" title="Marka (marketing) – Polish" lang="pl" hreflang="pl" data-title="Marka (marketing)" data-language-autonym="Polski" data-language-local-name="Polish" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-pt mw-list-item"><a href="https://pt.wikipedia.org/wiki/Marca" title="Marca – Portuguese" lang="pt" hreflang="pt" data-title="Marca" data-language-autonym="Português" data-language-local-name="Portuguese" class="interlanguage-link-target"><span>Português</span></a></li><li class="interlanguage-link interwiki-ro mw-list-item"><a href="https://ro.wikipedia.org/wiki/Marc%C4%83_comercial%C4%83" title="Marcă comercială – Romanian" lang="ro" hreflang="ro" data-title="Marcă comercială" data-language-autonym="Română" data-language-local-name="Romanian" class="interlanguage-link-target"><span>Română</span></a></li><li class="interlanguage-link interwiki-qu mw-list-item"><a href="https://qu.wikipedia.org/wiki/Irpari" title="Irpari – Quechua" lang="qu" hreflang="qu" data-title="Irpari" data-language-autonym="Runa Simi" data-language-local-name="Quechua" class="interlanguage-link-target"><span>Runa Simi</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%91%D1%80%D0%B5%D0%BD%D0%B4" title="Бренд – Russian" lang="ru" hreflang="ru" data-title="Бренд" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-skr mw-list-item"><a href="https://skr.wikipedia.org/wiki/%D8%A8%D8%B1%D8%A7%D9%86%DA%88" title="برانڈ – Saraiki" lang="skr" hreflang="skr" data-title="برانڈ" data-language-autonym="سرائیکی" data-language-local-name="Saraiki" class="interlanguage-link-target"><span>سرائیکی</span></a></li><li class="interlanguage-link interwiki-sq mw-list-item"><a href="https://sq.wikipedia.org/wiki/Marka_(biznes)" title="Marka (biznes) – Albanian" lang="sq" hreflang="sq" data-title="Marka (biznes)" data-language-autonym="Shqip" data-language-local-name="Albanian" class="interlanguage-link-target"><span>Shqip</span></a></li><li class="interlanguage-link interwiki-simple mw-list-item"><a href="https://simple.wikipedia.org/wiki/Brand" title="Brand – Simple English" lang="en-simple" hreflang="en-simple" data-title="Brand" data-language-autonym="Simple English" data-language-local-name="Simple English" class="interlanguage-link-target"><span>Simple English</span></a></li><li class="interlanguage-link interwiki-sk mw-list-item"><a href="https://sk.wikipedia.org/wiki/Zna%C4%8Dka_(marketing)" title="Značka (marketing) – Slovak" lang="sk" hreflang="sk" data-title="Značka (marketing)" data-language-autonym="Slovenčina" data-language-local-name="Slovak" class="interlanguage-link-target"><span>Slovenčina</span></a></li><li class="interlanguage-link interwiki-sl mw-list-item"><a href="https://sl.wikipedia.org/wiki/Tr%C5%BEna_znamka" title="Tržna znamka – Slovenian" lang="sl" hreflang="sl" data-title="Tržna znamka" data-language-autonym="Slovenščina" data-language-local-name="Slovenian" class="interlanguage-link-target"><span>Slovenščina</span></a></li><li class="interlanguage-link interwiki-sr mw-list-item"><a href="https://sr.wikipedia.org/wiki/%D0%A0%D0%BE%D0%B1%D0%BD%D0%B0_%D0%BC%D0%B0%D1%80%D0%BA%D0%B0" title="Робна марка – Serbian" lang="sr" hreflang="sr" data-title="Робна марка" data-language-autonym="Српски / srpski" data-language-local-name="Serbian" class="interlanguage-link-target"><span>Српски / srpski</span></a></li><li class="interlanguage-link interwiki-sh mw-list-item"><a href="https://sh.wikipedia.org/wiki/Brend" title="Brend – Serbo-Croatian" lang="sh" hreflang="sh" data-title="Brend" data-language-autonym="Srpskohrvatski / српскохрватски" data-language-local-name="Serbo-Croatian" class="interlanguage-link-target"><span>Srpskohrvatski / српскохрватски</span></a></li><li class="interlanguage-link interwiki-fi mw-list-item"><a href="https://fi.wikipedia.org/wiki/Br%C3%A4ndi" title="Brändi – Finnish" lang="fi" hreflang="fi" data-title="Brändi" data-language-autonym="Suomi" data-language-local-name="Finnish" class="interlanguage-link-target"><span>Suomi</span></a></li><li class="interlanguage-link interwiki-sv mw-list-item"><a href="https://sv.wikipedia.org/wiki/Handelsnamn" title="Handelsnamn – Swedish" lang="sv" hreflang="sv" data-title="Handelsnamn" data-language-autonym="Svenska" data-language-local-name="Swedish" class="interlanguage-link-target"><span>Svenska</span></a></li><li class="interlanguage-link interwiki-tl mw-list-item"><a href="https://tl.wikipedia.org/wiki/Tatak" title="Tatak – Tagalog" lang="tl" hreflang="tl" data-title="Tatak" data-language-autonym="Tagalog" data-language-local-name="Tagalog" class="interlanguage-link-target"><span>Tagalog</span></a></li><li class="interlanguage-link interwiki-ta mw-list-item"><a href="https://ta.wikipedia.org/wiki/%E0%AE%B5%E0%AE%95%E0%AF%88%E0%AE%95%E0%AF%8D%E0%AE%95%E0%AF%81%E0%AE%B1%E0%AE%BF" title="வகைக்குறி – Tamil" lang="ta" hreflang="ta" data-title="வகைக்குறி" data-language-autonym="தமிழ்" data-language-local-name="Tamil" class="interlanguage-link-target"><span>தமிழ்</span></a></li><li class="interlanguage-link interwiki-th mw-list-item"><a href="https://th.wikipedia.org/wiki/%E0%B8%95%E0%B8%A3%E0%B8%B2%E0%B8%AA%E0%B8%B4%E0%B8%99%E0%B8%84%E0%B9%89%E0%B8%B2" title="ตราสินค้า – Thai" lang="th" hreflang="th" data-title="ตราสินค้า" data-language-autonym="ไทย" data-language-local-name="Thai" class="interlanguage-link-target"><span>ไทย</span></a></li><li class="interlanguage-link interwiki-tg mw-list-item"><a href="https://tg.wikipedia.org/wiki/%D0%91%D1%80%D0%B5%D0%BD%D0%B4" title="Бренд – Tajik" lang="tg" hreflang="tg" data-title="Бренд" data-language-autonym="Тоҷикӣ" data-language-local-name="Tajik" class="interlanguage-link-target"><span>Тоҷикӣ</span></a></li><li class="interlanguage-link interwiki-tr mw-list-item"><a href="https://tr.wikipedia.org/wiki/Marka" title="Marka – Turkish" lang="tr" hreflang="tr" data-title="Marka" data-language-autonym="Türkçe" data-language-local-name="Turkish" class="interlanguage-link-target"><span>Türkçe</span></a></li><li class="interlanguage-link interwiki-uk mw-list-item"><a href="https://uk.wikipedia.org/wiki/%D0%91%D1%80%D0%B5%D0%BD%D0%B4" title="Бренд – Ukrainian" lang="uk" hreflang="uk" data-title="Бренд" data-language-autonym="Українська" data-language-local-name="Ukrainian" class="interlanguage-link-target"><span>Українська</span></a></li><li class="interlanguage-link interwiki-ur mw-list-item"><a href="https://ur.wikipedia.org/wiki/%D8%A8%D8%B1%D8%A7%D9%86%DA%88" title="برانڈ – Urdu" lang="ur" hreflang="ur" data-title="برانڈ" data-language-autonym="اردو" data-language-local-name="Urdu" class="interlanguage-link-target"><span>اردو</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Nh%C3%A3n_hi%E1%BB%87u" title="Nhãn hiệu – Vietnamese" lang="vi" hreflang="vi" data-title="Nhãn hiệu" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li><li class="interlanguage-link interwiki-wuu mw-list-item"><a href="https://wuu.wikipedia.org/wiki/%E5%93%81%E7%89%8C" title="品牌 – Wu" lang="wuu" hreflang="wuu" data-title="品牌" data-language-autonym="吴语" data-language-local-name="Wu" class="interlanguage-link-target"><span>吴语</span></a></li><li class="interlanguage-link interwiki-zh-yue mw-list-item"><a href="https://zh-yue.wikipedia.org/wiki/%E7%89%8C%E5%AD%90" title="牌子 – Cantonese" lang="yue" hreflang="yue" data-title="牌子" data-language-autonym="粵語" data-language-local-name="Cantonese" class="interlanguage-link-target"><span>粵語</span></a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a href="https://zh.wikipedia.org/wiki/%E5%93%81%E7%89%8C" title="品牌 – Chinese" lang="zh" hreflang="zh" data-title="品牌" data-language-autonym="中文" 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class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Identification for a good or service</div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">For other uses, see <a href="/wiki/Brand_(disambiguation)" class="mw-disambig" title="Brand (disambiguation)">Brand (disambiguation)</a>.</div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">"Marque" redirects here. For other uses, see <a href="/wiki/Marque_(disambiguation)" class="mw-disambig" title="Marque (disambiguation)">Marque (disambiguation)</a>.</div> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:Apple_Store_Omotesando_P9230569.jpg" class="mw-file-description"><img alt="Photograph of the Apple Store Omotesando in Tokyo, Japan" src="//upload.wikimedia.org/wikipedia/commons/thumb/9/9a/Apple_Store_Omotesando_P9230569.jpg/220px-Apple_Store_Omotesando_P9230569.jpg" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/9/9a/Apple_Store_Omotesando_P9230569.jpg/330px-Apple_Store_Omotesando_P9230569.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/9/9a/Apple_Store_Omotesando_P9230569.jpg/440px-Apple_Store_Omotesando_P9230569.jpg 2x" data-file-width="2560" data-file-height="1920" /></a><figcaption><a href="/wiki/Apple_Inc." title="Apple Inc.">Apple Inc.</a> is the world's most powerful brand in 2024 according to Brand Finance.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">&#91;</span>1<span class="cite-bracket">&#93;</span></a></sup></figcaption></figure> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Germany_and_Argentina_face_off_in_the_final_of_the_World_Cup_2014_-2014-07-13_(37).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/1/1a/Germany_and_Argentina_face_off_in_the_final_of_the_World_Cup_2014_-2014-07-13_%2837%29.jpg/220px-Germany_and_Argentina_face_off_in_the_final_of_the_World_Cup_2014_-2014-07-13_%2837%29.jpg" decoding="async" width="220" height="147" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/1/1a/Germany_and_Argentina_face_off_in_the_final_of_the_World_Cup_2014_-2014-07-13_%2837%29.jpg/330px-Germany_and_Argentina_face_off_in_the_final_of_the_World_Cup_2014_-2014-07-13_%2837%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/1/1a/Germany_and_Argentina_face_off_in_the_final_of_the_World_Cup_2014_-2014-07-13_%2837%29.jpg/440px-Germany_and_Argentina_face_off_in_the_final_of_the_World_Cup_2014_-2014-07-13_%2837%29.jpg 2x" data-file-width="2738" data-file-height="1825" /></a><figcaption>The <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a> <a href="/wiki/Wordmark" title="Wordmark">wordmark</a> is a distinctive brand logo used to attract the attention of people attending a sporting event, or watching it on television.</figcaption></figure> <style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output 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.mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Marketing_mix" title="Marketing mix">MiX</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Cannibalization_(marketing)" title="Cannibalization (marketing)">Cannibalization</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a class="mw-selflink selflink">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a 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title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini 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href="/wiki/Brand_culture" class="mw-redirect" title="Brand culture">Culture</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Ambassador</a></li> <li><a href="/wiki/Brand_community" title="Brand community">Community</a></li> <li><a href="/wiki/Brand_engagement" title="Brand engagement">Engagement</a></li> <li><a href="/wiki/Brand_identity" class="mw-redirect" title="Brand identity">Identity</a></li> <li><a href="/wiki/Brand_language" title="Brand language">Language</a></li> <li><a href="/wiki/Lifestyle_brand" title="Lifestyle brand">Lifestyle brand</a></li> <li><a href="/wiki/Brand_loyalty" title="Brand loyalty">Loyalty</a></li> <li><a href="/wiki/Brand_tribalism" title="Brand tribalism">Tribalism</a></li> <li><a href="/wiki/Verbal_Identity" class="mw-redirect" title="Verbal Identity">Verbal Identity</a></li></ul></td> </tr><tr><th class="sidebar-heading"> <a href="/wiki/Positioning_(marketing)" title="Positioning (marketing)">Positioning</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Product_differentiation" title="Product differentiation">Differentiation</a></li> <li><a href="/wiki/Brand_equity" title="Brand equity">Equity</a></li> <li><a href="/wiki/Quality_(business)" title="Quality (business)">Perceived quality</a></li> <li><a href="/wiki/Brand_relationship" title="Brand relationship">Relationship</a></li> <li><a href="/wiki/Brand_valuation" title="Brand valuation">Valuation</a></li> <li><a href="/wiki/Visual_brand_language" title="Visual brand language">Visual brand language</a></li></ul></td> </tr><tr><th class="sidebar-heading"> <a href="/wiki/Brand_architecture" title="Brand architecture">Architecture</a></th></tr><tr><td class="sidebar-content"> <ul><li><a class="mw-selflink-fragment" href="#Brand_name">Name</a></li> <li><a href="/wiki/Corporate_branding" title="Corporate branding">Corporate</a></li> <li><a href="/wiki/Individual_branding" title="Individual branding">Individual</a></li> <li><a href="/wiki/Personal_branding" title="Personal branding">Personal</a></li> <li><a href="/wiki/Umbrella_brand" title="Umbrella brand">Umbrella</a></li> <li><a href="/wiki/Brand_Book" title="Brand Book">Brand Book</a></li></ul></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239400231"><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Brand_Management" title="Template:Brand Management"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Brand_Management" title="Template talk:Brand Management"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Brand_Management" title="Special:EditPage/Template:Brand Management"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p>A <b>brand</b> is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">&#91;</span>2<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">&#91;</span>3<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">&#91;</span>4<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">&#91;</span>5<span class="cite-bracket">&#93;</span></a></sup> Brands are used in <a href="/wiki/Business" title="Business">business</a>, <a href="/wiki/Marketing" title="Marketing">marketing</a>, and <a href="/wiki/Advertising" title="Advertising">advertising</a> for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and <a href="/wiki/Shareholder" title="Shareholder">shareholders</a>.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">&#91;</span>6<span class="cite-bracket">&#93;</span></a></sup> <b>Brand names</b> are sometimes distinguished from <a href="/wiki/Generic_brand" title="Generic brand">generic</a> or <a href="/wiki/Store_brand" class="mw-redirect" title="Store brand">store brands</a>. </p><p>The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the <a href="/wiki/Ancient_Egypt" title="Ancient Egypt">ancient Egyptians</a>, who are known to have engaged in <a href="/wiki/Livestock_branding" title="Livestock branding">livestock branding</a> and branded slaves as early as 2,700 BCE.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">&#91;</span>7<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">&#91;</span>8<span class="cite-bracket">&#93;</span></a></sup> Branding was used to differentiate one person's <a href="/wiki/Cattle" title="Cattle">cattle</a> from another's by means of a distinctive symbol burned into the animal's skin with a hot <a href="/wiki/Branding_iron" title="Branding iron">branding iron</a>. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including <a href="/wiki/Oil" title="Oil">oil</a>, <a href="/wiki/Wine" title="Wine">wine</a>, <a href="/wiki/Cosmetics" title="Cosmetics">cosmetics</a>, and <a href="/wiki/Fish_sauce" title="Fish sauce">fish sauce</a> and, in the 21st century, extends even further into services (such as <a href="/wiki/Legal_service" class="mw-redirect" title="Legal service">legal</a>, <a href="/wiki/Financial_services" title="Financial services">financial</a> and <a href="/wiki/Medical_service" class="mw-redirect" title="Medical service">medical</a>), <a href="/wiki/Political_parties" class="mw-redirect" title="Political parties">political parties</a> and <a href="/wiki/Person" title="Person">people</a>'s stage names. </p><p>In the modern era, the concept of branding has expanded to include deployment by a manager of the <a href="/wiki/Marketing" title="Marketing">marketing</a> and communication techniques and tools that help to distinguish a <a href="/wiki/Company" title="Company">company</a> or products from competitors, aiming to create a lasting impression in the minds of <a href="/wiki/Customer" title="Customer">customers</a>. The key components that form a brand's toolbox include a brand's identity, personality, <a href="/wiki/Product_design" title="Product design">product design</a>, brand communication (such as by <a href="/wiki/Logo" title="Logo">logos</a> and <a href="/wiki/Trademark" title="Trademark">trademarks</a>), <a href="/wiki/Brand_awareness" title="Brand awareness">brand awareness</a>, <a href="/wiki/Brand_loyalty" title="Brand loyalty">brand loyalty</a>, and various branding (<a href="/wiki/Brand_management" title="Brand management">brand management</a>) strategies.<sup id="cite_ref-Ghodeswar-2008_9-0" class="reference"><a href="#cite_note-Ghodeswar-2008-9"><span class="cite-bracket">&#91;</span>9<span class="cite-bracket">&#93;</span></a></sup> Many companies believe that there is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of <a href="/wiki/Product_differentiation" title="Product differentiation">product differentiation</a>.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">&#91;</span>10<span class="cite-bracket">&#93;</span></a></sup> </p><p><a href="/wiki/Brand_equity" title="Brand equity">Brand equity</a> is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components.<sup id="cite_ref-Keller-1993_11-0" class="reference"><a href="#cite_note-Keller-1993-11"><span class="cite-bracket">&#91;</span>11<span class="cite-bracket">&#93;</span></a></sup> When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached a high level of brand equity.<sup id="cite_ref-Keller-1993_11-1" class="reference"><a href="#cite_note-Keller-1993-11"><span class="cite-bracket">&#91;</span>11<span class="cite-bracket">&#93;</span></a></sup> Brand owners manage their brands carefully to create <a href="/wiki/Shareholder_value" title="Shareholder value">shareholder value</a>. <a href="/wiki/Brand_valuation" title="Brand valuation">Brand valuation</a> is a management technique that ascribes a <a href="/wiki/Monetary_value" class="mw-redirect" title="Monetary value">monetary value</a> to a brand. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Etymology">Etymology</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=1" title="Edit section: Etymology"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The word <i>brand</i>, originally meaning a burning piece of wood, comes from a <a href="/wiki/Middle_English" title="Middle English">Middle English</a> <i>brand</i>, meaning "torch",<sup id="cite_ref-Merriam-Webster-1983_12-0" class="reference"><a href="#cite_note-Merriam-Webster-1983-12"><span class="cite-bracket">&#91;</span>12<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-merriam-webster.com_13-0" class="reference"><a href="#cite_note-merriam-webster.com-13"><span class="cite-bracket">&#91;</span>13<span class="cite-bracket">&#93;</span></a></sup> from an <a href="/wiki/Old_English" title="Old English">Old English</a> <i>brand</i>.<sup id="cite_ref-OED1913_brand_14-0" class="reference"><a href="#cite_note-OED1913_brand-14"><span class="cite-bracket">&#91;</span>14<span class="cite-bracket">&#93;</span></a></sup> It became to also mean the mark from burning with a branding iron.<sup id="cite_ref-Merriam-Webster-1983_12-1" class="reference"><a href="#cite_note-Merriam-Webster-1983-12"><span class="cite-bracket">&#91;</span>12<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=2" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Amphorae_for_wine_and_oil,_Archaeological_Museum,_Dion_(6934667366).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/0/03/Amphorae_for_wine_and_oil%2C_Archaeological_Museum%2C_Dion_%286934667366%29.jpg/220px-Amphorae_for_wine_and_oil%2C_Archaeological_Museum%2C_Dion_%286934667366%29.jpg" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/0/03/Amphorae_for_wine_and_oil%2C_Archaeological_Museum%2C_Dion_%286934667366%29.jpg/330px-Amphorae_for_wine_and_oil%2C_Archaeological_Museum%2C_Dion_%286934667366%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/0/03/Amphorae_for_wine_and_oil%2C_Archaeological_Museum%2C_Dion_%286934667366%29.jpg/440px-Amphorae_for_wine_and_oil%2C_Archaeological_Museum%2C_Dion_%286934667366%29.jpg 2x" data-file-width="4288" data-file-height="3216" /></a><figcaption>In pre-literate society, the distinctive shape of <a href="/wiki/Amphorae" class="mw-redirect" title="Amphorae">amphorae</a> provided potential customers with information about goods and quality. Pictured: Amphorae for wine and oil, <a href="/wiki/Archaeological_Museum_of_Dion" class="mw-redirect" title="Archaeological Museum of Dion">Archaeological Museum of Dion</a>.</figcaption></figure> <p>Branding and labeling have an ancient history. Branding probably began with the practice of <a href="/wiki/Livestock_branding" title="Livestock branding">branding livestock</a> to deter theft. Images of the branding of cattle occur in <a href="/wiki/Egyptian_tombs" class="mw-redirect" title="Egyptian tombs">ancient Egyptian tombs</a> dating to around 2,700 BCE.<sup id="cite_ref-KhanMufti2007_15-0" class="reference"><a href="#cite_note-KhanMufti2007-15"><span class="cite-bracket">&#91;</span>15<span class="cite-bracket">&#93;</span></a></sup> Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions.<sup id="cite_ref-civilizations_16-0" class="reference"><a href="#cite_note-civilizations-16"><span class="cite-bracket">&#91;</span>16<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Seal_(emblem)" title="Seal (emblem)">Seals</a>, which acted as quasi-brands, have been found on early Chinese products of the <a href="/wiki/Qin_dynasty" title="Qin dynasty">Qin dynasty</a> (221-206 BCE); large numbers of seals survive from the <a href="/wiki/Harappan_civilization" class="mw-redirect" title="Harappan civilization">Harappan civilization</a> of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; <a href="/wiki/Cylinder_seal" title="Cylinder seal">cylinder seals</a> came into use in <a href="/wiki/Ur" title="Ur">Ur</a> in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome.<sup id="cite_ref-civilizations_16-1" class="reference"><a href="#cite_note-civilizations-16"><span class="cite-bracket">&#91;</span>16<span class="cite-bracket">&#93;</span></a></sup> Identity marks, such as stamps on ceramics, were also used in ancient Egypt.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">&#91;</span>17<span class="cite-bracket">&#93;</span></a></sup> </p><p>Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions".<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">&#91;</span>18<span class="cite-bracket">&#93;</span></a></sup> She has shown that <a href="/wiki/Amphora" title="Amphora">amphorae</a> used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around the fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">&#91;</span>19<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/David_Wengrow" title="David Wengrow">David Wengrow</a> has argued that branding became necessary following the <a href="/wiki/Urban_revolution" title="Urban revolution">urban revolution</a> in <a href="/wiki/Ancient_Mesopotamia" class="mw-redirect" title="Ancient Mesopotamia">ancient Mesopotamia</a> in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to the consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality.<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">&#91;</span>20<span class="cite-bracket">&#93;</span></a></sup> Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed <i>proto-brands</i><sup id="cite_ref-Moore-2008_21-0" class="reference"><a href="#cite_note-Moore-2008-21"><span class="cite-bracket">&#91;</span>21<span class="cite-bracket">&#93;</span></a></sup> while other historians argue that the presence of these simple markings does not imply that mature <a href="/wiki/Brand_management" title="Brand management">brand management</a> practices operated.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">&#91;</span>22<span class="cite-bracket">&#93;</span></a></sup> </p> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:Tituli_picti_dressel.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/1/1f/Tituli_picti_dressel.jpg/220px-Tituli_picti_dressel.jpg" decoding="async" width="220" height="326" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/1/1f/Tituli_picti_dressel.jpg/330px-Tituli_picti_dressel.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/1/1f/Tituli_picti_dressel.jpg/440px-Tituli_picti_dressel.jpg 2x" data-file-width="500" data-file-height="742" /></a><figcaption> Amphorae bearing a titulus pictus and potters' stamps, found at Monte Testaccio</figcaption></figure> <p>Scholarly studies have found evidence of branding, <a href="/wiki/Packaging_and_labeling" class="mw-redirect" title="Packaging and labeling">packaging, and labeling</a> in antiquity.<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">&#91;</span>23<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">&#91;</span>24<span class="cite-bracket">&#93;</span></a></sup> Archaeological evidence of potters' stamps has been found across the breadth of the <a href="/wiki/Roman_Empire" title="Roman Empire">Roman Empire</a> and in <a href="/wiki/Ancient_Greece" title="Ancient Greece">ancient Greece</a>. Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics.<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">&#91;</span>25<span class="cite-bracket">&#93;</span></a></sup> Pottery marking had become commonplace in ancient Greece by the 6th century BCE. A vase manufactured around 490 BCE bears the inscription "<a href="/wiki/Sophilos" title="Sophilos">Sophilos</a> painted me", indicating that the object was both fabricated and painted by a single potter.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">&#91;</span>26<span class="cite-bracket">&#93;</span></a></sup> Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of <a href="/wiki/Lezoux" title="Lezoux">Lezoux</a>, Tetturo of Lezoux and Cinnamus of <a href="/wiki/Vichy" title="Vichy">Vichy</a>) have been found as far away as <a href="/wiki/Essex" title="Essex">Essex</a> and <a href="/wiki/Hadrian%27s_Wall" title="Hadrian&#39;s Wall">Hadrian's Wall</a> in England.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">&#91;</span>27<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">&#91;</span>28<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">&#91;</span>29<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">&#91;</span>30<span class="cite-bracket">&#93;</span></a></sup> English potters based at Colchester and Chichester used stamps on their ceramic wares by the 1st century CE.<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">&#91;</span>31<span class="cite-bracket">&#93;</span></a></sup> The use of <a href="/wiki/Hallmark" title="Hallmark">hallmarks</a>, a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on <a href="/wiki/Byzantine" class="mw-redirect" title="Byzantine">Byzantine</a> silver dating from this period.<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">&#91;</span>32<span class="cite-bracket">&#93;</span></a></sup> </p> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:Trademark_of_Jinan_Liu%27s_Kung-Fu_Needles_Shop.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/4/44/Trademark_of_Jinan_Liu%27s_Kung-Fu_Needles_Shop.jpg/220px-Trademark_of_Jinan_Liu%27s_Kung-Fu_Needles_Shop.jpg" decoding="async" width="220" height="248" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/4/44/Trademark_of_Jinan_Liu%27s_Kung-Fu_Needles_Shop.jpg/330px-Trademark_of_Jinan_Liu%27s_Kung-Fu_Needles_Shop.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/4/44/Trademark_of_Jinan_Liu%27s_Kung-Fu_Needles_Shop.jpg/440px-Trademark_of_Jinan_Liu%27s_Kung-Fu_Needles_Shop.jpg 2x" data-file-width="685" data-file-height="772" /></a><figcaption> Copper printing-plate including the <i>White Rabbit</i> trademark of Jinan Liu's Fine Needles Shop, Chinese, Song Dynasty (960-1127 CE)</figcaption></figure> <p>Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India.<sup id="cite_ref-KhanMufti2007_15-1" class="reference"><a href="#cite_note-KhanMufti2007-15"><span class="cite-bracket">&#91;</span>15<span class="cite-bracket">&#93;</span></a></sup> The oldest generic brand in continuous use, known in India since the <a href="/wiki/Vedic_period" title="Vedic period">Vedic period</a> (<abbr title="circa">c.</abbr><span style="white-space:nowrap;">&#8201;1100 BCE</span> to 500 BCE), is the herbal paste known as <a href="/wiki/Chyawanprash" class="mw-redirect" title="Chyawanprash">chyawanprash</a>, consumed for its purported health benefits and attributed to a revered <i><a href="/wiki/Rishi" title="Rishi">rishi</a></i> (or seer) named Chyawan.<sup id="cite_ref-33" class="reference"><a href="#cite_note-33"><span class="cite-bracket">&#91;</span>33<span class="cite-bracket">&#93;</span></a></sup> One well-documented early example of a highly developed brand is that of <i>White Rabbit</i> sewing needles, dating from China's Song dynasty (960 to 1127 CE).<sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">&#91;</span>34<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">&#91;</span>35<span class="cite-bracket">&#93;</span></a></sup> A copper <a href="/wiki/Printing" title="Printing">printing plate</a> used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time."<sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">&#91;</span>36<span class="cite-bracket">&#93;</span></a></sup> The plate also includes a trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop.<sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">&#91;</span>37<span class="cite-bracket">&#93;</span></a></sup> </p> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:Museo_Bellini_-_03-00018300-378_-_Lucerna_romana_-_Black_and_white.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/3/37/Museo_Bellini_-_03-00018300-378_-_Lucerna_romana_-_Black_and_white.jpg/220px-Museo_Bellini_-_03-00018300-378_-_Lucerna_romana_-_Black_and_white.jpg" decoding="async" width="220" height="146" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/3/37/Museo_Bellini_-_03-00018300-378_-_Lucerna_romana_-_Black_and_white.jpg/330px-Museo_Bellini_-_03-00018300-378_-_Lucerna_romana_-_Black_and_white.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/3/37/Museo_Bellini_-_03-00018300-378_-_Lucerna_romana_-_Black_and_white.jpg/440px-Museo_Bellini_-_03-00018300-378_-_Lucerna_romana_-_Black_and_white.jpg 2x" data-file-width="800" data-file-height="532" /></a><figcaption>Roman oil lamp, showing underside with maker's mark. Museo Bellini</figcaption></figure> <p>In <a href="/wiki/Ancient_Rome" title="Ancient Rome">ancient Rome</a>, a commercial brand or inscription applied to objects offered for sale was known as a <a href="/wiki/Titulus_pictus" title="Titulus pictus">titulus pictus</a>. The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer.<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">&#91;</span>38<span class="cite-bracket">&#93;</span></a></sup> Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers)<sup id="cite_ref-Moore-2008_21-1" class="reference"><a href="#cite_note-Moore-2008-21"><span class="cite-bracket">&#91;</span>21<span class="cite-bracket">&#93;</span></a></sup> and on factory-produced oil-lamps.<sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">&#91;</span>39<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Herculaneum_loaf" title="Herculaneum loaf">Carbonized loaves of bread</a>, found at <a href="/wiki/Herculaneum" title="Herculaneum">Herculaneum</a>, indicate that some bakers stamped their bread with the producer's name.<sup id="cite_ref-40" class="reference"><a href="#cite_note-40"><span class="cite-bracket">&#91;</span>40<span class="cite-bracket">&#93;</span></a></sup> Roman glassmakers branded their works, with the name of <a href="/wiki/Ennion" title="Ennion">Ennion</a> appearing most prominently.<sup id="cite_ref-41" class="reference"><a href="#cite_note-41"><span class="cite-bracket">&#91;</span>41<span class="cite-bracket">&#93;</span></a></sup> </p> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:Garum_Mosaik_Pompeji.JPG" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/8/8e/Garum_Mosaik_Pompeji.JPG/220px-Garum_Mosaik_Pompeji.JPG" decoding="async" width="220" height="293" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/8/8e/Garum_Mosaik_Pompeji.JPG/330px-Garum_Mosaik_Pompeji.JPG 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/8/8e/Garum_Mosaik_Pompeji.JPG/440px-Garum_Mosaik_Pompeji.JPG 2x" data-file-width="2616" data-file-height="3488" /></a><figcaption>Mosaic showing garum container, from the house of <a href="/wiki/Aulus_Umbricius_Scaurus" title="Aulus Umbricius Scaurus">Umbricius Scaurus of Pompeii</a>. The inscription, which reads "G(ari) F(los) SCO(mbri) SCAURI EX OFFI(CI)NA SCAURI", has been translated as: "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus"</figcaption></figure> <p>One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as <a href="/wiki/Garum" title="Garum">garum</a>) in Pompeii, <abbr title="circa">c.</abbr><span style="white-space:nowrap;">&#8201;35 CE</span>. Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of the atrium, and bearing labels as follows:<sup id="cite_ref-Curtis-1984_42-0" class="reference"><a href="#cite_note-Curtis-1984-42"><span class="cite-bracket">&#91;</span>42<span class="cite-bracket">&#93;</span></a></sup> </p> <dl><dd>1. G(ari) F(los) SCO[m]/ SCAURI/ EX OFFI[ci]/NA SCAU/RI (translated as: "The flower of garum, made of the mackerel, a product of Scaurus, from the shop of Scaurus")</dd> <dd>2. LIQU[minis]/ FLOS (translated as: "The flower of Liquamen")</dd> <dd>3. G[ari] F[los] SCOM[bri]/ SCAURI (translated as: "The flower of garum, made of the mackerel, a product of Scaurus")</dd> <dd>4. LIQUAMEN/ OPTIMUM/ EX OFFICI[n]/A SCAURI (translated as: "The best liquamen, from the shop of Scaurus")</dd></dl> <p>Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France.<sup id="cite_ref-Curtis-1984_42-1" class="reference"><a href="#cite_note-Curtis-1984-42"><span class="cite-bracket">&#91;</span>42<span class="cite-bracket">&#93;</span></a></sup> In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to the name of the producer. </p> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:Hunnish_-_Bracelet_-_Walters_571082_-_Detail_Back.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/8/85/Hunnish_-_Bracelet_-_Walters_571082_-_Detail_Back.jpg/220px-Hunnish_-_Bracelet_-_Walters_571082_-_Detail_Back.jpg" decoding="async" width="220" height="205" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/8/85/Hunnish_-_Bracelet_-_Walters_571082_-_Detail_Back.jpg/330px-Hunnish_-_Bracelet_-_Walters_571082_-_Detail_Back.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/8/85/Hunnish_-_Bracelet_-_Walters_571082_-_Detail_Back.jpg/440px-Hunnish_-_Bracelet_-_Walters_571082_-_Detail_Back.jpg 2x" data-file-width="1800" data-file-height="1680" /></a><figcaption>Back section of a bracelet clasp with a hallmark of Hunnish craftsmanship, early 5th century</figcaption></figure> <p>The use of identity marks on products declined following the fall of the <a href="/wiki/Roman_Empire" title="Roman Empire">Roman Empire</a>. In the European <a href="/wiki/Middle_Ages" title="Middle Ages">Middle Ages</a>, <a href="/wiki/Heraldry" title="Heraldry">heraldry</a> developed a language of visual symbolism which would feed into the evolution of branding,<sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">&#91;</span>43<span class="cite-bracket">&#93;</span></a></sup> and with the rise of the <a href="/wiki/Merchant_guild" class="mw-redirect" title="Merchant guild">merchant guilds</a> the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on a broad range of goods. In 1266, makers' marks on bread became compulsory in England.<sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">&#91;</span>44<span class="cite-bracket">&#93;</span></a></sup> The Italians used brands in the form of <a href="/wiki/Watermark" title="Watermark">watermarks</a> on paper in the 13th century.<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">&#91;</span>45<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Blind_stamp" title="Blind stamp">Blind stamps</a>, <a href="/wiki/Hallmark" title="Hallmark">hallmarks</a>, and <a href="/wiki/Silver_hallmarks" title="Silver hallmarks">silver-makers' marks</a>—all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium,<sup id="cite_ref-46" class="reference"><a href="#cite_note-46"><span class="cite-bracket">&#91;</span>46<span class="cite-bracket">&#93;</span></a></sup> only came into general use during the Medieval period.<sup id="cite_ref-47" class="reference"><a href="#cite_note-47"><span class="cite-bracket">&#91;</span>47<span class="cite-bracket">&#93;</span></a></sup> British silversmiths introduced hallmarks for silver in 1300.<sup id="cite_ref-48" class="reference"><a href="#cite_note-48"><span class="cite-bracket">&#91;</span>48<span class="cite-bracket">&#93;</span></a></sup> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Bass_logo.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/9/9b/Bass_logo.svg/170px-Bass_logo.svg.png" decoding="async" width="170" height="205" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/9/9b/Bass_logo.svg/255px-Bass_logo.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/9/9b/Bass_logo.svg/340px-Bass_logo.svg.png 2x" data-file-width="180" data-file-height="217" /></a><figcaption><a href="/wiki/Bass_Brewery" title="Bass Brewery">Bass Brewery</a>'s logo became the first image to be registered as a trademark in the UK, in 1876.</figcaption></figure> <p>Some brands still in existence as of 2018<sup class="plainlinks noexcerpt noprint asof-tag update" style="display:none;"><a class="external text" href="https://en.wikipedia.org/w/index.php?title=Brand&amp;action=edit">&#91;update&#93;</a></sup> date from the 17th, 18th, and 19th centuries' period of mass-production. <a href="/wiki/Bass_Brewery" title="Bass Brewery">Bass Brewery</a>, the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became the first registered <a href="/wiki/Trademark" title="Trademark">trademark</a> issued by the British government.<sup id="cite_ref-49" class="reference"><a href="#cite_note-49"><span class="cite-bracket">&#91;</span>49<span class="cite-bracket">&#93;</span></a></sup> <i><a href="/wiki/Guinness_World_Records" title="Guinness World Records">Guinness World Records</a></i> recognizes <a href="/wiki/Tate_%26_Lyle" title="Tate &amp; Lyle">Tate &amp; Lyle</a> (of <a href="/wiki/Lyle%27s_Golden_Syrup" class="mw-redirect" title="Lyle&#39;s Golden Syrup">Lyle's Golden Syrup</a>) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885.<sup id="cite_ref-50" class="reference"><a href="#cite_note-50"><span class="cite-bracket">&#91;</span>50<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Twinings_tea" class="mw-redirect" title="Twinings tea">Twinings tea</a> has used the same logo&#160;&#8211;&#32; capitalized font beneath a lion crest&#160;&#8211;&#32; since 1787, making it the world's oldest in continuous use.<sup id="cite_ref-51" class="reference"><a href="#cite_note-51"><span class="cite-bracket">&#91;</span>51<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-52" class="reference"><a href="#cite_note-52"><span class="cite-bracket">&#91;</span>52<span class="cite-bracket">&#93;</span></a></sup> </p> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:Lyle%27sGoldenSyrup.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/2/20/Lyle%27sGoldenSyrup.jpg/210px-Lyle%27sGoldenSyrup.jpg" decoding="async" width="210" height="243" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/2/20/Lyle%27sGoldenSyrup.jpg/315px-Lyle%27sGoldenSyrup.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/2/20/Lyle%27sGoldenSyrup.jpg/420px-Lyle%27sGoldenSyrup.jpg 2x" data-file-width="570" data-file-height="660" /></a><figcaption>A tin of Lyle's <a href="/wiki/Golden_Syrup" class="mw-redirect" title="Golden Syrup">Golden Syrup</a>, first sold in London in 1885. Recognised by <i><a href="/wiki/Guinness_World_Records" title="Guinness World Records">Guinness World Records</a></i> as having the world's oldest branding and packaging.<sup id="cite_ref-53" class="reference"><a href="#cite_note-53"><span class="cite-bracket">&#91;</span>53<span class="cite-bracket">&#93;</span></a></sup></figcaption></figure> <p>A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged <a href="/wiki/Good_(economics)" class="mw-redirect" title="Good (economics)">goods</a>.<sup id="cite_ref-KhanMufti2007_15-2" class="reference"><a href="#cite_note-KhanMufti2007-15"><span class="cite-bracket">&#91;</span>15<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Industrialisation" title="Industrialisation">Industrialization</a> moved the production of many household items, such as <a href="/wiki/Soap" title="Soap">soap</a>, from local communities to centralized <a href="/wiki/Factory" title="Factory">factories</a>. When shipping their items, the factories would literally <a href="/wiki/Wood_branding" title="Wood branding">brand</a> their <a href="/wiki/Logo" title="Logo">logo</a> or company insignia on the barrels used, effectively using a corporate trademark as a quasi-brand.<sup id="cite_ref-54" class="reference"><a href="#cite_note-54"><span class="cite-bracket">&#91;</span>54<span class="cite-bracket">&#93;</span></a></sup> </p><p>Factories established following the <a href="/wiki/Industrial_Revolution" title="Industrial Revolution">Industrial Revolution</a> introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods.<sup id="cite_ref-55" class="reference"><a href="#cite_note-55"><span class="cite-bracket">&#91;</span>55<span class="cite-bracket">&#93;</span></a></sup> It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands.<sup id="cite_ref-56" class="reference"><a href="#cite_note-56"><span class="cite-bracket">&#91;</span>56<span class="cite-bracket">&#93;</span></a></sup> By the 1880s, large manufacturers had learned to imbue their brands' <a href="/wiki/Brand_identity" class="mw-redirect" title="Brand identity">identity</a> with <a href="/wiki/Personality" title="Personality">personality</a> traits such as youthfulness, fun, sex appeal, luxury or the "cool" factor. This began the modern practice now known as <i>branding</i>, where the consumers buy <i>the brand</i> instead of the product and rely on the brand name instead of a retailer's recommendation. </p><p>The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods.<sup id="cite_ref-57" class="reference"><a href="#cite_note-57"><span class="cite-bracket">&#91;</span>57<span class="cite-bracket">&#93;</span></a></sup> The <a href="/wiki/Quaker_Oats_Company" title="Quaker Oats Company">Quaker Oats Company</a> began using the image of the Quaker Man in place of a trademark from the late 1870s, with great success.<sup id="cite_ref-58" class="reference"><a href="#cite_note-58"><span class="cite-bracket">&#91;</span>58<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Pears_(soap)" title="Pears (soap)">Pears' soap</a>, <a href="/wiki/Campbell_Soup_Company" class="mw-redirect" title="Campbell Soup Company">Campbell's soup</a>, <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a>, <a href="/wiki/Juicy_Fruit" title="Juicy Fruit">Juicy Fruit</a> chewing gum and <a href="/wiki/Aunt_Jemima" title="Aunt Jemima">Aunt Jemima</a> pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as <a href="/wiki/Uncle_Ben%27s" class="mw-redirect" title="Uncle Ben&#39;s">Ben's Original</a> rice and <a href="/wiki/Kellogg%27s" title="Kellogg&#39;s">Kellogg's</a> breakfast cereal, furnish illustrations of the trend. </p> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:Quaker_Oats_(3092914571).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/1/1e/Quaker_Oats_%283092914571%29.jpg/220px-Quaker_Oats_%283092914571%29.jpg" decoding="async" width="220" height="361" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/1/1e/Quaker_Oats_%283092914571%29.jpg/330px-Quaker_Oats_%283092914571%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/1/1e/Quaker_Oats_%283092914571%29.jpg 2x" data-file-width="366" data-file-height="600" /></a><figcaption>The Quaker Company was one of the earliest to use a character on its packaging, branding, and advertising. Pictured: The Quaker Man, <abbr title="circa">c.</abbr><span style="white-space:nowrap;">&#8201;1900</span></figcaption></figure> <p>By the early 1900s, <a href="/wiki/Trade_press" class="mw-redirect" title="Trade press">trade press</a> publications, <a href="/wiki/Advertising_agency" title="Advertising agency">advertising agencies</a>, and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru <a href="/wiki/James_Walter_Thompson" title="James Walter Thompson">James Walter Thompson</a> published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and the beginnings of brand management.<sup id="cite_ref-59" class="reference"><a href="#cite_note-59"><span class="cite-bracket">&#91;</span>59<span class="cite-bracket">&#93;</span></a></sup> This trend continued to the 1980s, and as of 2018<sup class="plainlinks noexcerpt noprint asof-tag update" style="display:none;"><a class="external text" href="https://en.wikipedia.org/w/index.php?title=Brand&amp;action=edit">&#91;update&#93;</a></sup> is quantified by marketers in concepts such as <a href="/wiki/Value_(ethics)" title="Value (ethics)">brand value</a> and <a href="/wiki/Brand_equity" title="Brand equity">brand equity</a>.<sup id="cite_ref-60" class="reference"><a href="#cite_note-60"><span class="cite-bracket">&#91;</span>60<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Naomi_Klein" title="Naomi Klein">Naomi Klein</a> has described this development as "brand equity mania".<sup id="cite_ref-nologo_61-0" class="reference"><a href="#cite_note-nologo-61"><span class="cite-bracket">&#91;</span>61<span class="cite-bracket">&#93;</span></a></sup> In 1988, for example, <a href="/wiki/Philip_Morris_Companies" class="mw-redirect" title="Philip Morris Companies">Philip Morris Companies</a> purchased <a href="/wiki/Kraft_Foods_Inc." title="Kraft Foods Inc.">Kraft Foods Inc.</a> for six times what the company was worth on paper. Business analysts reported that what they really purchased was the brand name. </p><p>With the rise of <a href="/wiki/Mass_media" title="Mass media">mass media</a> in the early 20th century, <a href="/wiki/Company" title="Company">companies</a> adopted techniques that allowed their messages to stand out. <a href="/wiki/Slogan" title="Slogan">Slogans</a>, <a href="/wiki/Mascot" title="Mascot">mascots</a>, and <a href="/wiki/Jingle" title="Jingle">jingles</a> began to appear on <a href="/w/index.php?title=1920s_in_radio&amp;action=edit&amp;redlink=1" class="new" title="1920s in radio (page does not exist)">radio in the 1920s</a> and in early <a href="/wiki/1930s_in_the_United_States" class="mw-redirect" title="1930s in the United States">television in the 1930s</a>. Soap manufacturers sponsored many of the earliest <a href="/wiki/Radio_drama" title="Radio drama">radio drama</a> series, and the genre became known as <i><a href="/wiki/Soap_opera" title="Soap opera">soap opera</a></i>.<sup id="cite_ref-62" class="reference"><a href="#cite_note-62"><span class="cite-bracket">&#91;</span>62<span class="cite-bracket">&#93;</span></a></sup> </p><p>By the 1940s, manufacturers began to recognize the way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense.<sup id="cite_ref-63" class="reference"><a href="#cite_note-63"><span class="cite-bracket">&#91;</span>63<span class="cite-bracket">&#93;</span></a></sup> Advertisers began to use motivational research and <a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">consumer research</a> to gather insights into consumer purchasing. Strong branded campaigns for <a href="/wiki/Chrysler" title="Chrysler">Chrysler</a> and <a href="/wiki/Exxon" class="mw-redirect" title="Exxon">Exxon</a>/Esso, using insights drawn from research into psychology and <a href="/wiki/Cultural_anthropology" title="Cultural anthropology">cultural anthropology</a>, led to some of the most enduring campaigns of the 20th-century.<sup id="cite_ref-64" class="reference"><a href="#cite_note-64"><span class="cite-bracket">&#91;</span>64<span class="cite-bracket">&#93;</span></a></sup> Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own.<sup id="cite_ref-Aaker_65-0" class="reference"><a href="#cite_note-Aaker-65"><span class="cite-bracket">&#91;</span>65<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-66" class="reference"><a href="#cite_note-66"><span class="cite-bracket">&#91;</span>66<span class="cite-bracket">&#93;</span></a></sup> </p><p><span class="anchor" id="brand_experience"></span><span class="anchor" id="brand_image"></span> </p> <div class="mw-heading mw-heading2"><h2 id="Concepts">Concepts</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=3" title="Edit section: Concepts"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand.<sup id="cite_ref-67" class="reference"><a href="#cite_note-67"><span class="cite-bracket">&#91;</span>67<span class="cite-bracket">&#93;</span></a></sup> If a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a <a href="/wiki/Design" title="Design">design</a> <a href="/wiki/Team" title="Team">team</a>, takes time to produce. </p> <div class="mw-heading mw-heading3"><h3 id="Brand_names_and_trademarks">Brand names and trademarks</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=4" title="Edit section: Brand names and trademarks"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Product_naming" title="Product naming">Product naming</a>, <a href="/wiki/Trademark" title="Trademark">Trademark</a>, and <a href="/wiki/Trademark_symbol" title="Trademark symbol">Trademark symbol</a></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:CocaColaBottle.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/f/f0/CocaColaBottle.jpg/220px-CocaColaBottle.jpg" decoding="async" width="220" height="340" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/f0/CocaColaBottle.jpg/330px-CocaColaBottle.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/f0/CocaColaBottle.jpg/440px-CocaColaBottle.jpg 2x" data-file-width="1923" data-file-height="2976" /></a><figcaption><i><a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a></i> is a brand name, while the distinctive <a href="/wiki/Spencerian_script" title="Spencerian script">Spencerian script</a> and the <a href="/wiki/Contour_bottle" class="mw-redirect" title="Contour bottle">contour bottle</a> are <a href="/wiki/Trademark" title="Trademark">trademarked</a>.</figcaption></figure> <p>A brand name is the part of a brand that can be spoken or written and <i>identifies</i> a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers, a brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a <i>trademark</i> which refers to the brand name or part of a brand that is legally protected.<sup id="cite_ref-68" class="reference"><a href="#cite_note-68"><span class="cite-bracket">&#91;</span>68<span class="cite-bracket">&#93;</span></a></sup> For example, Coca-Cola not only protects the brand name, <i>Coca-Cola</i>, but also protects the distinctive Spencerian script and the contoured shape of the bottle. </p> <div class="mw-heading mw-heading3"><h3 id="Corporate_brand_identity">Corporate brand identity</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=5" title="Edit section: Corporate brand identity"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brand identity is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others.<sup id="cite_ref-Kotler-2009_69-0" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-70" class="reference"><a href="#cite_note-70"><span class="cite-bracket">&#91;</span>70<span class="cite-bracket">&#93;</span></a></sup> For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment.<sup id="cite_ref-Ghodeswar-2008_9-1" class="reference"><a href="#cite_note-Ghodeswar-2008-9"><span class="cite-bracket">&#91;</span>9<span class="cite-bracket">&#93;</span></a></sup> Brand identity includes both the core identity and the extended identity.<sup id="cite_ref-Ghodeswar-2008_9-2" class="reference"><a href="#cite_note-Ghodeswar-2008-9"><span class="cite-bracket">&#91;</span>9<span class="cite-bracket">&#93;</span></a></sup> The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif.<sup id="cite_ref-Ghodeswar-2008_9-3" class="reference"><a href="#cite_note-Ghodeswar-2008-9"><span class="cite-bracket">&#91;</span>9<span class="cite-bracket">&#93;</span></a></sup> </p><p>According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: </p> <ol><li>attributes</li> <li>benefits</li> <li>values</li> <li>personality</li></ol> <p>A brand's <b>attributes</b> are a set of labels with which the corporation wishes to be associated. For example, a brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product.<sup id="cite_ref-Kotler-2009_69-1" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> These attributes must be communicated through <b>benefits</b>, which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping the environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of <b>values</b>.<sup id="cite_ref-Kotler-2009_69-2" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values.<sup id="cite_ref-Aaker_65-1" class="reference"><a href="#cite_note-Aaker-65"><span class="cite-bracket">&#91;</span>65<span class="cite-bracket">&#93;</span></a></sup> For example, Nike's brand represents the value of a "<a href="/wiki/Just_Do_It" title="Just Do It">just do it</a>" attitude.<sup id="cite_ref-71" class="reference"><a href="#cite_note-71"><span class="cite-bracket">&#91;</span>71<span class="cite-bracket">&#93;</span></a></sup> Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values is a brand's <b>personality</b>.<sup id="cite_ref-Kotler-2009_69-3" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> Quite literally, one can easily describe a successful brand identity as if it were a person.<sup id="cite_ref-Kotler-2009_69-4" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand <sup id="cite_ref-Madhavaram-2005_72-0" class="reference"><a href="#cite_note-Madhavaram-2005-72"><span class="cite-bracket">&#91;</span>72<span class="cite-bracket">&#93;</span></a></sup> Collectively, all four forms of brand identification help to deliver a powerful meaning behind what a corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors.<sup id="cite_ref-Ghodeswar-2008_9-4" class="reference"><a href="#cite_note-Ghodeswar-2008-9"><span class="cite-bracket">&#91;</span>9<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Brand_personality">Brand personality</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=6" title="Edit section: Brand personality"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><b>Brand personality</b> refers to "the set of human personality traits that are both applicable to and relevant for brands."<sup id="cite_ref-73" class="reference"><a href="#cite_note-73"><span class="cite-bracket">&#91;</span>73<span class="cite-bracket">&#93;</span></a></sup> Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers.<sup id="cite_ref-74" class="reference"><a href="#cite_note-74"><span class="cite-bracket">&#91;</span>74<span class="cite-bracket">&#93;</span></a></sup> Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough).<sup id="cite_ref-75" class="reference"><a href="#cite_note-75"><span class="cite-bracket">&#91;</span>75<span class="cite-bracket">&#93;</span></a></sup> Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of the literature on branding suggests that consumers prefer brands with personalities that are congruent with their own.<sup id="cite_ref-76" class="reference"><a href="#cite_note-76"><span class="cite-bracket">&#91;</span>76<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-77" class="reference"><a href="#cite_note-77"><span class="cite-bracket">&#91;</span>77<span class="cite-bracket">&#93;</span></a></sup> </p><p>Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is termed the consumer's <i><a href="/wiki/Brand_experience" class="mw-redirect" title="Brand experience">brand experience</a></i>. The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person.<sup id="cite_ref-Brakus_78-0" class="reference"><a href="#cite_note-Brakus-78"><span class="cite-bracket">&#91;</span>78<span class="cite-bracket">&#93;</span></a></sup> The psychological aspect, sometimes referred to as the <i>brand image</i>, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, with a service, or with the companies providing them.<sup id="cite_ref-Brakus_78-1" class="reference"><a href="#cite_note-Brakus-78"><span class="cite-bracket">&#91;</span>78<span class="cite-bracket">&#93;</span></a></sup> </p><p>Marketers or product managers that responsible for 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, which make it special or unique.<sup id="cite_ref-Kotler-2012_79-0" class="reference"><a href="#cite_note-Kotler-2012-79"><span class="cite-bracket">&#91;</span>79<span class="cite-bracket">&#93;</span></a></sup> A brand can, therefore, become one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the <a href="/wiki/Market_(place)" class="mw-redirect" title="Market (place)">marketplace</a>. This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors.<sup id="cite_ref-Aaker_65-2" class="reference"><a href="#cite_note-Aaker-65"><span class="cite-bracket">&#91;</span>65<span class="cite-bracket">&#93;</span></a></sup> The art of creating and maintaining a brand is called <a href="/wiki/Brand_management" title="Brand management">brand management</a>. The orientation of an entire organization towards its brand is called <a href="/wiki/Brand_orientation" class="mw-redirect" title="Brand orientation">brand orientation</a>. Brand orientation develops in response to <a href="/wiki/Market_intelligence" title="Market intelligence">market intelligence</a>.<sup id="cite_ref-Kotler-2012_79-1" class="reference"><a href="#cite_note-Kotler-2012-79"><span class="cite-bracket">&#91;</span>79<span class="cite-bracket">&#93;</span></a></sup> </p><p>Careful brand management seeks to make products or services relevant and meaningful to a <a href="/wiki/Target_audience" title="Target audience">target audience</a>. Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications.<sup id="cite_ref-80" class="reference"><a href="#cite_note-80"><span class="cite-bracket">&#91;</span>80<span class="cite-bracket">&#93;</span></a></sup> </p><p>Consumers may look on branding as an aspect of products or services,<sup id="cite_ref-Keller-1993_11-2" class="reference"><a href="#cite_note-Keller-1993-11"><span class="cite-bracket">&#91;</span>11<span class="cite-bracket">&#93;</span></a></sup> as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a <a href="/wiki/Generic_brand" title="Generic brand">generic</a>, store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of the brand or on the basis of the reputation of the brand owner. </p> <div class="mw-heading mw-heading3"><h3 id="Brand_awareness">Brand awareness</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=7" title="Edit section: Brand awareness"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Brand_awareness" title="Brand awareness">Brand awareness</a></div> <p><a href="/wiki/Brand_awareness" title="Brand awareness">Brand awareness</a> involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within a category is differentiated from its competing brands, and thus the brand helps customers &amp; potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. </p><p>Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it.<sup id="cite_ref-81" class="reference"><a href="#cite_note-81"><span class="cite-bracket">&#91;</span>81<span class="cite-bracket">&#93;</span></a></sup> Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods.<sup id="cite_ref-Chitty-2005_82-0" class="reference"><a href="#cite_note-Chitty-2005-82"><span class="cite-bracket">&#91;</span>82<span class="cite-bracket">&#93;</span></a></sup> Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions.<sup id="cite_ref-Percy-1992_83-0" class="reference"><a href="#cite_note-Percy-1992-83"><span class="cite-bracket">&#91;</span>83<span class="cite-bracket">&#93;</span></a></sup> Various forms of brand awareness can be identified. Each form reflects a different stage in a customer's cognitive ability to address the brand in a given circumstance.<sup id="cite_ref-Keller-1993_11-3" class="reference"><a href="#cite_note-Keller-1993-11"><span class="cite-bracket">&#91;</span>11<span class="cite-bracket">&#93;</span></a></sup> </p><p>Marketers typically identify two distinct types of brand awareness; namely <i>brand recall</i> (also known as <i>unaided recall</i> or occasionally <i>spontaneous recall</i>) and <i>brand recognition</i> (also known as <i>aided brand recall</i>).<sup id="cite_ref-84" class="reference"><a href="#cite_note-84"><span class="cite-bracket">&#91;</span>84<span class="cite-bracket">&#93;</span></a></sup> These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. </p> <ul><li>Most companies aim for "<b>Top-of-Mind</b>" which occurs when a brand pops into a consumer's mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer, "Kleenex", will represent a top-of-mind brand. Top-of-mind awareness is a special case of brand recall.</li> <li><b>Brand recall</b> (also known as <i>unaided brand awareness</i> or <i>spontaneous awareness</i>) refers to the brand or set of brands that a consumer can elicit from memory when prompted with a product category</li> <li><b>Brand recognition</b> (also known as <i>aided brand awareness</i>) occurs when consumers see or read a list of brands, and express familiarity with a particular brand only after they hear or see it as a type of memory aide.</li> <li><b>Strategic awareness</b> occurs when a brand is not only top-of-mind to consumers, but also has distinctive qualities which consumers perceive as making it better than other brands in the particular market. The distinction(s) that set a product apart from the competition is/are also known as the <a href="/wiki/Unique_selling_proposition" title="Unique selling proposition">unique selling point</a> or USP.<sup id="cite_ref-85" class="reference"><a href="#cite_note-85"><span class="cite-bracket">&#91;</span>85<span class="cite-bracket">&#93;</span></a></sup></li></ul> <div class="mw-heading mw-heading3"><h3 id="Brand_recognition">Brand recognition</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=8" title="Edit section: Brand recognition"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><b>Brand recognition</b> is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand.<sup id="cite_ref-Percy-1992_83-1" class="reference"><a href="#cite_note-Percy-1992-83"><span class="cite-bracket">&#91;</span>83<span class="cite-bracket">&#93;</span></a></sup> Brand recognition (also known as <i>aided brand recall</i>) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either a visual or verbal cue.<sup id="cite_ref-Keller-1993_11-4" class="reference"><a href="#cite_note-Keller-1993-11"><span class="cite-bracket">&#91;</span>11<span class="cite-bracket">&#93;</span></a></sup> For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition.<sup id="cite_ref-Keller-1993_11-5" class="reference"><a href="#cite_note-Keller-1993-11"><span class="cite-bracket">&#91;</span>11<span class="cite-bracket">&#93;</span></a></sup> Often, this form of brand awareness assists customers in choosing one brand over another when faced with a low-involvement purchasing decision.<sup id="cite_ref-MacDonald-2000_86-0" class="reference"><a href="#cite_note-MacDonald-2000-86"><span class="cite-bracket">&#91;</span>86<span class="cite-bracket">&#93;</span></a></sup> </p><p>Brand recognition is often the mode of brand awareness that operates in <a href="/wiki/Retail" title="Retail">retail</a> shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals.<sup id="cite_ref-87" class="reference"><a href="#cite_note-87"><span class="cite-bracket">&#91;</span>87<span class="cite-bracket">&#93;</span></a></sup> In contrast to brand recall, where few consumers are able to spontaneously recall brand names within a given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. </p><p>Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors.<sup id="cite_ref-88" class="reference"><a href="#cite_note-88"><span class="cite-bracket">&#91;</span>88<span class="cite-bracket">&#93;</span></a></sup> For example, <a href="/wiki/The_Walt_Disney_Company" title="The Walt Disney Company">Disney</a> successfully branded its particular script font (originally created for Walt Disney's "signature" <a href="/wiki/Logo" title="Logo">logo</a>), which it used in the logo for <a href="/wiki/Go.com" title="Go.com">go.com</a>. </p> <div class="mw-heading mw-heading3"><h3 id="Brand_recall">Brand recall</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=9" title="Edit section: Brand recall"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Unlike brand recognition, <b>brand recall</b> (also known as <i>unaided brand recall</i> or <i>spontaneous brand recall</i>) is the ability of the customer retrieving the brand correctly from memory.<sup id="cite_ref-Keller-1993_11-6" class="reference"><a href="#cite_note-Keller-1993-11"><span class="cite-bracket">&#91;</span>11<span class="cite-bracket">&#93;</span></a></sup> Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance.<sup id="cite_ref-Percy-1992_83-2" class="reference"><a href="#cite_note-Percy-1992-83"><span class="cite-bracket">&#91;</span>83<span class="cite-bracket">&#93;</span></a></sup> This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding <a href="/wiki/Touchpoint" title="Touchpoint">touchpoints</a> have successfully fermented in the minds of its consumers.<sup id="cite_ref-MacDonald-2000_86-1" class="reference"><a href="#cite_note-MacDonald-2000-86"><span class="cite-bracket">&#91;</span>86<span class="cite-bracket">&#93;</span></a></sup> </p><p><a href="/wiki/Marketing_mix_modeling" title="Marketing mix modeling">Marketing-mix modeling</a> can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for <a href="/wiki/Value_proposition" title="Value proposition">value creation</a> will often involve applying marketing-mix modeling techniques in conjunction with <a href="/wiki/Brand_valuation" title="Brand valuation">brand valuation</a>.<sup id="cite_ref-Kotler-2009_69-5" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Brand_elements">Brand elements</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=10" title="Edit section: Brand elements"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brands typically comprise various elements, such as:<sup id="cite_ref-89" class="reference"><a href="#cite_note-89"><span class="cite-bracket">&#91;</span>89<span class="cite-bracket">&#93;</span></a></sup> </p> <ul><li>name: the word or words used to identify a company, product, service, or concept</li> <li>logo: the visual trademark that identifies a brand</li> <li>tagline or catchphrase: a short phrase always used in the product's advertising and closely associated with the brand</li> <li>graphics: the "dynamic ribbon" is a trademarked part of Coca-Cola's brand</li> <li>shapes: the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands</li> <li>colors: the instant recognition consumers have when they see <a href="/wiki/Tiffany_Blue" title="Tiffany Blue">Tiffany &amp; Co.'s robin's egg blue</a> (Pantone No. 1837). Tiffany &amp; Co.'s trademarked the color in 1998.<sup id="cite_ref-90" class="reference"><a href="#cite_note-90"><span class="cite-bracket">&#91;</span>90<span class="cite-bracket">&#93;</span></a></sup></li> <li>sounds: a unique tune or set of notes can denote a brand. <a href="/wiki/NBC" title="NBC">NBC</a>'s chimes provide a famous example.</li> <li>scents: the rose-jasmine-musk scent of <a href="/wiki/Chanel_No._5" title="Chanel No. 5">Chanel No. 5</a> is trademarked</li> <li>tastes: <a href="/wiki/KFC" title="KFC">Kentucky Fried Chicken</a> has trademarked its special recipe of eleven herbs and spices for fried chicken</li> <li>movements: <a href="/wiki/Lamborghini" title="Lamborghini">Lamborghini</a> has trademarked the upward motion of its car doors</li></ul> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:2_Touch_Point_Wheel.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/d/db/2_Touch_Point_Wheel.jpg/220px-2_Touch_Point_Wheel.jpg" decoding="async" width="220" height="214" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/d/db/2_Touch_Point_Wheel.jpg/330px-2_Touch_Point_Wheel.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/d/db/2_Touch_Point_Wheel.jpg/440px-2_Touch_Point_Wheel.jpg 2x" data-file-width="667" data-file-height="649" /></a><figcaption>Figure 2. Demonstrating touch points associated with purchase experience stages</figcaption></figure> <div class="mw-heading mw-heading3"><h3 id="Brand_communication">Brand communication</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=11" title="Edit section: Brand communication"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Advertising_management" title="Advertising management">Advertising management</a>, <a href="/wiki/Integrated_marketing_communications" class="mw-redirect" title="Integrated marketing communications">Integrated marketing communications</a>, <a href="/wiki/Marketing_communications" title="Marketing communications">Marketing communications</a>, and <a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion (marketing)</a></div> <p>Although brand identity is a fundamental asset to a brand's <a href="/wiki/Brand_equity" title="Brand equity">equity</a>, the worth of a brand's identity would become obsolete without ongoing brand communication.<sup id="cite_ref-91" class="reference"><a href="#cite_note-91"><span class="cite-bracket">&#91;</span>91<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Integrated_marketing_communications" class="mw-redirect" title="Integrated marketing communications">Integrated marketing communications</a> (IMC) relates to how a brand transmits a clear consistent message to its <a href="/wiki/Stakeholder_(corporate)" title="Stakeholder (corporate)">stakeholders</a> .<sup id="cite_ref-Chitty-2005_82-1" class="reference"><a href="#cite_note-Chitty-2005-82"><span class="cite-bracket">&#91;</span>82<span class="cite-bracket">&#93;</span></a></sup> Five key components comprise IMC:<sup id="cite_ref-Kotler-2009_69-6" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> </p> <ol><li>Advertising</li> <li>Sales promotions</li> <li>Direct marketing</li> <li>Personal selling</li> <li>Public relations</li></ol> <p>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].<sup id="cite_ref-Chitty-2005_82-2" class="reference"><a href="#cite_note-Chitty-2005-82"><span class="cite-bracket">&#91;</span>82<span class="cite-bracket">&#93;</span></a></sup> </p><p>One can analyze the traditional communication model into several consecutive steps:<sup id="cite_ref-Kotler-2009_69-7" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> </p> <ul><li>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.<sup id="cite_ref-Chitty-2005_82-3" class="reference"><a href="#cite_note-Chitty-2005-82"><span class="cite-bracket">&#91;</span>82<span class="cite-bracket">&#93;</span></a></sup></li> <li>After the encoding stage, the forming of the message is complete and is portrayed through a selected channel.<sup id="cite_ref-Belch-2012_92-0" class="reference"><a href="#cite_note-Belch-2012-92"><span class="cite-bracket">&#91;</span>92<span class="cite-bracket">&#93;</span></a></sup> In IMC, channels may include media elements such as advertising, public relations, sales promotions, etc.<sup id="cite_ref-Chitty-2005_82-4" class="reference"><a href="#cite_note-Chitty-2005-82"><span class="cite-bracket">&#91;</span>82<span class="cite-bracket">&#93;</span></a></sup></li> <li>It is at this point where the message can often deter from its original purpose as the message must go through the process of being decoded, which can often lead to unintended misinterpretation.<sup id="cite_ref-Belch-2012_92-1" class="reference"><a href="#cite_note-Belch-2012-92"><span class="cite-bracket">&#91;</span>92<span class="cite-bracket">&#93;</span></a></sup></li> <li>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".<sup id="cite_ref-Kotler-2009_69-8" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup></li> <li>The final stage of this process is when the receiver responds to the message, which is received by the original sender as feedback.<sup id="cite_ref-Madhavaram-2005_72-1" class="reference"><a href="#cite_note-Madhavaram-2005-72"><span class="cite-bracket">&#91;</span>72<span class="cite-bracket">&#93;</span></a></sup></li></ul> <p>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".<sup id="cite_ref-Dahlen-2010_93-0" class="reference"><a href="#cite_note-Dahlen-2010-93"><span class="cite-bracket">&#91;</span>93<span class="cite-bracket">&#93;</span></a></sup> </p><p>In order for brands to effectively communicate to customers, marketers must "…consider all <a href="/wiki/Touchpoint" title="Touchpoint">touch point</a>|s, or sources of contact, that a customer has with the brand".<sup id="cite_ref-Shimp-2009_94-0" class="reference"><a href="#cite_note-Shimp-2009-94"><span class="cite-bracket">&#91;</span>94<span class="cite-bracket">&#93;</span></a></sup> 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 <i>et al.</i> (2010), every touchpoint has the "…potential to add positive – or suppress negative – associations to the brand's equity"<sup id="cite_ref-Dahlen-2010_93-1" class="reference"><a href="#cite_note-Dahlen-2010-93"><span class="cite-bracket">&#91;</span>93<span class="cite-bracket">&#93;</span></a></sup> 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.<sup id="cite_ref-Shimp-2009_94-1" class="reference"><a href="#cite_note-Shimp-2009-94"><span class="cite-bracket">&#91;</span>94<span class="cite-bracket">&#93;</span></a></sup> 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.<sup id="cite_ref-Madhavaram-2005_72-2" class="reference"><a href="#cite_note-Madhavaram-2005-72"><span class="cite-bracket">&#91;</span>72<span class="cite-bracket">&#93;</span></a></sup> 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 <a href="/wiki/Customer_experience" title="Customer experience">customer experience</a>.<sup id="cite_ref-Kotler-2009_69-9" class="reference"><a href="#cite_note-Kotler-2009-69"><span class="cite-bracket">&#91;</span>69<span class="cite-bracket">&#93;</span></a></sup> 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 brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints.<sup id="cite_ref-Shimp-2009_94-2" class="reference"><a href="#cite_note-Shimp-2009-94"><span class="cite-bracket">&#91;</span>94<span class="cite-bracket">&#93;</span></a></sup> </p><p>Brand communication is important in ensuring brand success in the <a href="/wiki/Business_sector" title="Business sector">business world</a> and refers to how businesses transmit their brand messages, characteristics and attributes to their <a href="/wiki/Consumer" title="Consumer">consumers</a>.<sup id="cite_ref-95" class="reference"><a href="#cite_note-95"><span class="cite-bracket">&#91;</span>95<span class="cite-bracket">&#93;</span></a></sup> 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]<sup id="cite_ref-96" class="reference"><a href="#cite_note-96"><span class="cite-bracket">&#91;</span>96<span class="cite-bracket">&#93;</span></a></sup> identified to communicate with consumers. One popular method of eWOM involves <a href="/wiki/Social_networking_service" title="Social networking service">social networking sites</a> (SNSs) such as <a href="/wiki/Twitter" title="Twitter">Twitter</a>.<sup id="cite_ref-97" class="reference"><a href="#cite_note-97"><span class="cite-bracket">&#91;</span>97<span class="cite-bracket">&#93;</span></a></sup> 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 <a href="/wiki/Social-media_marketing" class="mw-redirect" title="Social-media marketing">social-media campaign</a> to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. </p><p>McKee (2014) also looked into brand communication and 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.<sup id="cite_ref-98" class="reference"><a href="#cite_note-98"><span class="cite-bracket">&#91;</span>98<span class="cite-bracket">&#93;</span></a></sup> </p><p>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.<sup id="cite_ref-Riefler,_P._2012._pp.25_99-0" class="reference"><a href="#cite_note-Riefler,_P._2012._pp.25-99"><span class="cite-bracket">&#91;</span>99<span class="cite-bracket">&#93;</span></a></sup> 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.<sup id="cite_ref-100" class="reference"><a href="#cite_note-100"><span class="cite-bracket">&#91;</span>100<span class="cite-bracket">&#93;</span></a></sup> </p><p>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.<sup id="cite_ref-101" class="reference"><a href="#cite_note-101"><span class="cite-bracket">&#91;</span>101<span class="cite-bracket">&#93;</span></a></sup> 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.<sup id="cite_ref-102" class="reference"><a href="#cite_note-102"><span class="cite-bracket">&#91;</span>102<span class="cite-bracket">&#93;</span></a></sup> One article suggests that other senses, apart from vision, need to be targeted when trying to communicate a brand with consumers.<sup id="cite_ref-103" class="reference"><a href="#cite_note-103"><span class="cite-bracket">&#91;</span>103<span class="cite-bracket">&#93;</span></a></sup> For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. </p><p>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 communication that is most likely to reach their target consumers.<sup id="cite_ref-Riefler,_P._2012._pp.25_99-1" class="reference"><a href="#cite_note-Riefler,_P._2012._pp.25-99"><span class="cite-bracket">&#91;</span>99<span class="cite-bracket">&#93;</span></a></sup> The match-up between the product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. </p> <div class="mw-heading mw-heading2"><h2 id="Global_brand_variables">Global brand variables</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=12" title="Edit section: Global brand variables"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Brand_name">Brand name</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=13" title="Edit section: Brand name"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Relationships_trade_marks_%E2%80%93_brand.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/6/69/Relationships_trade_marks_%E2%80%93_brand.svg/220px-Relationships_trade_marks_%E2%80%93_brand.svg.png" decoding="async" width="220" height="244" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/69/Relationships_trade_marks_%E2%80%93_brand.svg/330px-Relationships_trade_marks_%E2%80%93_brand.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/69/Relationships_trade_marks_%E2%80%93_brand.svg/440px-Relationships_trade_marks_%E2%80%93_brand.svg.png 2x" data-file-width="476" data-file-height="527" /></a><figcaption>Relationship between trademarks and brand</figcaption></figure> <p>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 <a href="/wiki/Trademark" title="Trademark">trademark</a>, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect <a href="/wiki/Intellectual_property" title="Intellectual property">proprietary rights</a> in relation to a brand name through <a href="/wiki/Trademark_registration" class="mw-redirect" title="Trademark registration">trademark registration</a> – such trademarks are called "Registered Trademarks". Advertising spokespersons have also become part of some brands, for example: <a href="/wiki/Mr._Whipple" title="Mr. Whipple">Mr. Whipple</a> of <a href="/wiki/Charmin" title="Charmin">Charmin</a> toilet tissue and <a href="/wiki/Tony_the_Tiger" title="Tony the Tiger">Tony the Tiger</a> of <a href="/wiki/Frosted_Flakes" title="Frosted Flakes">Kellogg's Frosted Flakes</a>. Putting a value on a brand by <a href="/wiki/Brand_valuation" title="Brand valuation">brand valuation</a> or using <a href="/wiki/Marketing_mix_modeling" title="Marketing mix modeling">marketing mix modeling</a> techniques is distinct to valuing a <a href="/wiki/Trademark" title="Trademark">trademark</a>. </p><p><a href="/wiki/Government_procurement_in_the_United_States" title="Government procurement in the United States">US government purchasing</a> rules allow for <a href="/wiki/Federal_government_of_the_United_States" title="Federal government of the United States">federal departments</a> to seek bids using a "brand name or equal" provision in their <a href="/wiki/Invitation_to_tender" title="Invitation to tender">solicitation</a>. <a href="/wiki/Federal_Acquisition_Regulation" title="Federal Acquisition Regulation">Federal Acquisition Regulation</a> 52.211-6 states that "where an item in [a] solicitation is identified as "brand name or equal", the purchase description [should] reflect the characteristics and level of quality that will satisfy the Government's needs. The salient physical, functional, or performance characteristics that "equal" products must meet are [to be] specified in the solicitation.<sup id="cite_ref-104" class="reference"><a href="#cite_note-104"><span class="cite-bracket">&#91;</span>104<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Types_of_brand_names">Types of brand names</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=14" title="Edit section: Types of brand names"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brand names come in many styles.<sup id="cite_ref-105" class="reference"><a href="#cite_note-105"><span class="cite-bracket">&#91;</span>105<span class="cite-bracket">&#93;</span></a></sup> These include: </p> <ul><li><b><a href="/wiki/Acronym" title="Acronym">initialism</a></b>: a name made of initials, such as "<a href="/wiki/United_Parcel_Service" title="United Parcel Service">UPS</a>" or "<a href="/wiki/IBM" title="IBM">IBM</a>"</li> <li><b>descriptive</b>: names that describe a product benefit or function, such as "<a href="/wiki/Whole_Foods_Market" title="Whole Foods Market">Whole Foods</a>" or "<a href="/wiki/Toys_%22R%22_Us" title="Toys &quot;R&quot; Us">Toys R' Us</a>"</li> <li><b><a href="/wiki/Alliteration" title="Alliteration">alliteration</a> and <a href="/wiki/Rhyme" title="Rhyme">rhyme</a></b>: names that are fun to say and which stick in the mind, such as "<a href="/wiki/Reese%27s_Pieces" title="Reese&#39;s Pieces">Reese's Pieces</a>" or "<a href="/wiki/Dunkin%27_Donuts" title="Dunkin&#39; Donuts">Dunkin' Donuts</a>"</li> <li><b>evocative</b>: names that can evoke a vivid image, such as "<a href="/wiki/Amazon_(company)" title="Amazon (company)">Amazon</a>" or "<a href="/wiki/Crest_(toothpaste)" title="Crest (toothpaste)">Crest</a>"</li> <li><b><a href="/wiki/Neologism" title="Neologism">neologisms</a></b>: completely made-up words, such as "<a href="/wiki/Wii" title="Wii">Wii</a>" or "<a href="/wiki/H%C3%A4agen-Dazs" title="Häagen-Dazs">Häagen-Dazs</a>"</li> <li><b>foreign word</b>: adoption of a word from another language, such as "<a href="/wiki/Volvo_Cars" title="Volvo Cars">Volvo</a>"</li> <li><b>founders' names</b>: using the names of real people, (especially a founder's surname), such as "<a href="/wiki/Hewlett-Packard" title="Hewlett-Packard">Hewlett-Packard</a>", "<a href="/wiki/Dell" title="Dell">Dell</a>", "<a href="/wiki/The_Walt_Disney_Company" title="The Walt Disney Company">Disney</a>", "<a href="/wiki/St%C3%BCssy" title="Stüssy">Stussy</a>" or "<a href="/wiki/Mars,_Incorporated" class="mw-redirect" title="Mars, Incorporated">Mars</a>"</li> <li><b>geography</b>: naming for regions and landmarks, such as "<a href="/wiki/Cisco_Systems" class="mw-redirect" title="Cisco Systems">Cisco</a>" or "<a href="/wiki/Fujifilm" title="Fujifilm">Fuji Film</a>"</li> <li><b><a href="/wiki/Personification" title="Personification">personification</a></b>: taking names from myths, such as <a href="/wiki/Nike,_Inc." title="Nike, Inc.">"Nike"</a>; or from the minds of ad execs, such as "<a href="/wiki/Betty_Crocker" title="Betty Crocker">Betty Crocker</a>"</li> <li><b><a href="/wiki/Pun" title="Pun">punny</a></b>: some brands create their name by using a silly pun, such as "<a href="/wiki/Lord_of_the_Fries" title="Lord of the Fries">Lord of the Fries</a>", "Wok on Water" or "Eggs Eggscetera"</li> <li><b><a href="/wiki/Portmanteau" class="mw-redirect" title="Portmanteau">portmanteau</a></b>: combining multiple words together to create one, such as "<a href="/wiki/Microsoft" title="Microsoft">Microsoft</a>" ("microcomputer" and "software"), "<a href="/wiki/Comcast" title="Comcast">Comcast</a>" ("communications" and "broadcast"), "<a href="/wiki/Evernote" title="Evernote">Evernote</a>" ("forever" and "note"), "<a href="/wiki/Vodafone" title="Vodafone">Vodafone</a>" ("voice", "data", "telephone")</li></ul> <p>The act of associating a product or service with a brand has become part of <a href="/wiki/Popular_culture" title="Popular culture">pop culture</a>. Most products have some kind of brand identity, from common <a href="/wiki/Salt" title="Salt">table salt</a> to <a href="/wiki/Designer_clothing" title="Designer clothing">designer jeans</a>. A <a href="/wiki/Generic_trademark" title="Generic trademark">brandnomer</a> is a brand name that has <a href="/wiki/Colloquialism" title="Colloquialism">colloquially</a> become a generic term for a product or service, such as <a href="/wiki/Band-Aid" title="Band-Aid">Band-Aid</a>, <a href="/wiki/Nylon" title="Nylon">Nylon</a>, or <a href="/wiki/Kleenex" title="Kleenex">Kleenex</a>—which are often used to describe any brand of adhesive bandage; any type of hosiery; or any brand of facial tissue respectively. <a href="/wiki/Xerox" title="Xerox">Xerox</a>, for example, has become <a href="/wiki/Synonym" title="Synonym">synonymous</a> with the word "copy". </p> <div class="mw-heading mw-heading3"><h3 id="Brand_line">Brand line</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=15" title="Edit section: Brand line"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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 <a href="/wiki/Kinder_(brand)" title="Kinder (brand)">Kinder</a> chocolates by <a href="/wiki/Ferrero_SpA" class="mw-redirect" title="Ferrero SpA">Ferrero SpA</a>, the subtypes of <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a>, or <a href="/wiki/Special_edition" title="Special edition">special editions</a> of popular brands. See also <a href="#Brand_extension_and_brand_dilution">brand extension</a>. </p><p><a href="/wiki/Open_Knowledge_International" class="mw-redirect" title="Open Knowledge International">Open Knowledge Foundation</a> created in December 2013 the <a href="/wiki/BSIN" title="BSIN">BSIN</a> (Brand Standard Identification Number). <a href="/wiki/BSIN" title="BSIN">BSIN</a> is universal and is used by the Open Product Data Working Group <sup id="cite_ref-106" class="reference"><a href="#cite_note-106"><span class="cite-bracket">&#91;</span>106<span class="cite-bracket">&#93;</span></a></sup> of the <a href="/wiki/Open_Knowledge_International" class="mw-redirect" title="Open Knowledge International">Open Knowledge Foundation</a> to assign a brand to a product. The OKFN Brand repository is critical for the Open Data movement. </p> <div class="mw-heading mw-heading3"><h3 id="Brand_identity">Brand identity</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=16" title="Edit section: Brand identity"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity.<sup id="cite_ref-Dictionary_of_Brand_107-0" class="reference"><a href="#cite_note-Dictionary_of_Brand-107"><span class="cite-bracket">&#91;</span>107<span class="cite-bracket">&#93;</span></a></sup> Because the identity is assembled by the brand owner, it reflects how the owner <i>wants</i> 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.<sup id="cite_ref-Dictionary_of_Brand_107-1" class="reference"><a href="#cite_note-Dictionary_of_Brand-107"><span class="cite-bracket">&#91;</span>107<span class="cite-bracket">&#93;</span></a></sup> 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. </p><p>Brand identity is what the owner wants to communicate to its potential consumers. 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. </p><p>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."<sup id="cite_ref-108" class="reference"><a href="#cite_note-108"><span class="cite-bracket">&#91;</span>108<span class="cite-bracket">&#93;</span></a></sup> </p> <figure class="mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:2013-07-19_grow-your-own-ideas_by-David-Revoy.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/a/ae/2013-07-19_grow-your-own-ideas_by-David-Revoy.jpg/300px-2013-07-19_grow-your-own-ideas_by-David-Revoy.jpg" decoding="async" width="300" height="172" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/a/ae/2013-07-19_grow-your-own-ideas_by-David-Revoy.jpg/450px-2013-07-19_grow-your-own-ideas_by-David-Revoy.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/a/ae/2013-07-19_grow-your-own-ideas_by-David-Revoy.jpg/600px-2013-07-19_grow-your-own-ideas_by-David-Revoy.jpg 2x" data-file-width="5390" data-file-height="3096" /></a><figcaption>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.</figcaption></figure> <p>According to Kapferer (2004), there are six facets to a brand's identity:<sup id="cite_ref-109" class="reference"><a href="#cite_note-109"><span class="cite-bracket">&#91;</span>109<span class="cite-bracket">&#93;</span></a></sup> </p> <ul><li>Physique: The physical characteristics and iconography of your brand ( such as the Nike swoosh or the orange pantone of easyJet).</li> <li>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.</li> <li>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.</li> <li>Reflection: The "stereotypical user" of the brand. A brand is likely to be purchased by several buyer's profiles but they will have a go-to person that they use in their campaigns. For example, Lou Yetu and the Parisian chic profile.</li> <li>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.</li> <li>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.</li></ul> <div class="mw-heading mw-heading3"><h3 id="Brand_image">Brand image</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=17" title="Edit section: Brand image"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Nizhny_Novgorod_Macbook_(Unsplash).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/4/4e/Nizhny_Novgorod_Macbook_%28Unsplash%29.jpg/220px-Nizhny_Novgorod_Macbook_%28Unsplash%29.jpg" decoding="async" width="220" height="147" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/4/4e/Nizhny_Novgorod_Macbook_%28Unsplash%29.jpg/330px-Nizhny_Novgorod_Macbook_%28Unsplash%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/4/4e/Nizhny_Novgorod_Macbook_%28Unsplash%29.jpg/440px-Nizhny_Novgorod_Macbook_%28Unsplash%29.jpg 2x" data-file-width="5184" data-file-height="3456" /></a><figcaption><b>Apple:</b> Known for innovation, sleek design, and premium quality, Apple's brand image appeals to consumers seeking cutting-edge technology.</figcaption></figure> <p>Brand image refers to the perception consumers have about a brand, shaped by their interactions, experiences, and beliefs regarding the brand's products or services. It's the impression that resides in the minds of consumers, influencing their purchasing decisions and loyalty.<sup id="cite_ref-:0_110-0" class="reference"><a href="#cite_note-:0-110"><span class="cite-bracket">&#91;</span>110<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Brand_trust">Brand trust</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=18" title="Edit section: Brand trust"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:2008_Nike%2B_Human_Race_in_Paris_the_Start.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/f/fa/2008_Nike%2B_Human_Race_in_Paris_the_Start.jpg/220px-2008_Nike%2B_Human_Race_in_Paris_the_Start.jpg" decoding="async" width="220" height="147" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/fa/2008_Nike%2B_Human_Race_in_Paris_the_Start.jpg/330px-2008_Nike%2B_Human_Race_in_Paris_the_Start.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/fa/2008_Nike%2B_Human_Race_in_Paris_the_Start.jpg/440px-2008_Nike%2B_Human_Race_in_Paris_the_Start.jpg 2x" data-file-width="1024" data-file-height="685" /></a><figcaption><b>Nike:</b> Associated with athleticism, performance, and motivation, Nike's brand image resonates with both professional athletes and fitness enthusiasts.</figcaption></figure> <p>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 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.<sup id="cite_ref-111" class="reference"><a href="#cite_note-111"><span class="cite-bracket">&#91;</span>111<span class="cite-bracket">&#93;</span></a></sup> </p><p>A positive brand image fosters trust among consumers, leading to increased loyalty and repeat purchases. When consumers perceive a brand positively, they are more likely to choose it over competitors.<sup id="cite_ref-:0_110-1" class="reference"><a href="#cite_note-:0-110"><span class="cite-bracket">&#91;</span>110<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Market_Differentiation">Market Differentiation</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=19" title="Edit section: Market Differentiation"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div><p> A distinctive brand image helps a company stand out in a competitive market, making its products or services more recognizable and appealing.<sup id="cite_ref-:0_110-2" class="reference"><a href="#cite_note-:0-110"><span class="cite-bracket">&#91;</span>110<span class="cite-bracket">&#93;</span></a></sup><style data-mw-deduplicate="TemplateStyles:r1251242444">.mw-parser-output .ambox{border:1px solid #a2a9b1;border-left:10px solid #36c;background-color:#fbfbfb;box-sizing:border-box}.mw-parser-output .ambox+link+.ambox,.mw-parser-output .ambox+link+style+.ambox,.mw-parser-output .ambox+link+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+style+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+link+.ambox{margin-top:-1px}html body.mediawiki .mw-parser-output .ambox.mbox-small-left{margin:4px 1em 4px 0;overflow:hidden;width:238px;border-collapse:collapse;font-size:88%;line-height:1.25em}.mw-parser-output .ambox-speedy{border-left:10px solid #b32424;background-color:#fee7e6}.mw-parser-output .ambox-delete{border-left:10px solid #b32424}.mw-parser-output .ambox-content{border-left:10px solid #f28500}.mw-parser-output .ambox-style{border-left:10px solid #fc3}.mw-parser-output .ambox-move{border-left:10px solid #9932cc}.mw-parser-output .ambox-protection{border-left:10px solid #a2a9b1}.mw-parser-output .ambox .mbox-text{border:none;padding:0.25em 0.5em;width:100%}.mw-parser-output .ambox .mbox-image{border:none;padding:2px 0 2px 0.5em;text-align:center}.mw-parser-output .ambox .mbox-imageright{border:none;padding:2px 0.5em 2px 0;text-align:center}.mw-parser-output .ambox .mbox-empty-cell{border:none;padding:0;width:1px}.mw-parser-output .ambox .mbox-image-div{width:52px}@media(min-width:720px){.mw-parser-output .ambox{margin:0 10%}}@media print{body.ns-0 .mw-parser-output .ambox{display:none!important}}</style></p><table class="box-Expand_section plainlinks metadata ambox mbox-small-left ambox-content" role="presentation"><tbody><tr><td class="mbox-image"><span typeof="mw:File"><a href="/wiki/File:Wiki_letter_w_cropped.svg" class="mw-file-description"><img alt="[icon]" src="//upload.wikimedia.org/wikipedia/commons/thumb/1/1c/Wiki_letter_w_cropped.svg/20px-Wiki_letter_w_cropped.svg.png" decoding="async" width="20" height="14" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/1/1c/Wiki_letter_w_cropped.svg/30px-Wiki_letter_w_cropped.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/1/1c/Wiki_letter_w_cropped.svg/40px-Wiki_letter_w_cropped.svg.png 2x" data-file-width="44" data-file-height="31" /></a></span></td><td class="mbox-text"><div class="mbox-text-span">This section <b>needs expansion</b>. You can help by <a class="external text" href="https://en.wikipedia.org/w/index.php?title=Brand&amp;action=edit&amp;section=">adding to it</a>. <span class="date-container"><i>(<span class="date">February 2023</span>)</i></span></div></td></tr></tbody></table> <div class="mw-heading mw-heading4"><h4 id="Visual_brand_identity">Visual brand identity</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=20" title="Edit section: Visual brand identity"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Mobil_manuals.png" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/en/thumb/2/23/Mobil_manuals.png/220px-Mobil_manuals.png" decoding="async" width="220" height="293" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/2/23/Mobil_manuals.png 1.5x" data-file-width="250" data-file-height="333" /></a><figcaption>The visual brand identity manual for <a href="/wiki/Mobil" title="Mobil">Mobil Oil</a> (developed by <a href="/wiki/Chermayeff_%26_Geismar_%26_Haviv" title="Chermayeff &amp; Geismar &amp; Haviv">Chermayeff &amp; Geismar &amp; Haviv</a>), one of the first visual identities to integrate logotype, icon, alphabet, color palette, and station architecture</figcaption></figure> <p>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.<sup id="cite_ref-112" class="reference"><a href="#cite_note-112"><span class="cite-bracket">&#91;</span>112<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Brand_parity">Brand parity</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=21" title="Edit section: Brand parity"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brand parity is the perception of customers that some brands are equivalent.<sup id="cite_ref-113" class="reference"><a href="#cite_note-113"><span class="cite-bracket">&#91;</span>113<span class="cite-bracket">&#93;</span></a></sup> This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand. <a href="/wiki/Cranfield_School_of_Management" title="Cranfield School of Management">Cranfield</a> 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.<sup id="cite_ref-114" class="reference"><a href="#cite_note-114"><span class="cite-bracket">&#91;</span>114<span class="cite-bracket">&#93;</span></a></sup> </p><p>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.<sup id="cite_ref-115" class="reference"><a href="#cite_note-115"><span class="cite-bracket">&#91;</span>115<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Expanding_role_of_brands">Expanding role of brands</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=22" title="Edit section: Expanding role of brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The original aim of branding was to simplify the process of identifying and differentiating products. Over time, 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. </p><p>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.<sup id="cite_ref-116" class="reference"><a href="#cite_note-116"><span class="cite-bracket">&#91;</span>116<span class="cite-bracket">&#93;</span></a></sup> Cultural conflict over a brand's meaning has also influences the diffusion of an innovation.<sup id="cite_ref-117" class="reference"><a href="#cite_note-117"><span class="cite-bracket">&#91;</span>117<span class="cite-bracket">&#93;</span></a></sup> </p><p>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).<sup id="cite_ref-118" class="reference"><a href="#cite_note-118"><span class="cite-bracket">&#91;</span>118<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Branding_strategies">Branding strategies</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=23" title="Edit section: Branding strategies"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Brand_management" title="Brand management">Brand management</a></div> <div class="mw-heading mw-heading3"><h3 id="Company_name">Company name</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=24" title="Edit section: Company name"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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 <a href="/wiki/Brand_architecture" title="Brand architecture">brand architecture</a>. Decisions about company names and <a href="/wiki/Product_naming" title="Product naming">product names</a> and their relationship depend on more than a dozen strategic considerations.<sup id="cite_ref-119" class="reference"><a href="#cite_note-119"><span class="cite-bracket">&#91;</span>119<span class="cite-bracket">&#93;</span></a></sup> </p><p>In this case, a strong brand name (or company name) becomes the vehicle for marketing a range of products (for example, <a href="/wiki/Mercedes-Benz" title="Mercedes-Benz">Mercedes-Benz</a> or <a href="/wiki/Black_%26_Decker" class="mw-redirect" title="Black &amp; Decker">Black &amp; Decker</a>) or a range of subsidiary brands (such as <a href="/wiki/Cadbury" title="Cadbury">Cadbury</a> <a href="/wiki/Cadbury_Dairy_Milk" title="Cadbury Dairy Milk">Dairy Milk</a>, <a href="/wiki/Cadbury_Flake" class="mw-redirect" title="Cadbury Flake">Cadbury Flake</a>, or <a href="/wiki/Cadbury_Fingers" title="Cadbury Fingers">Cadbury Fingers</a> in the UK). </p><p>Corporate name-changes offer particularly stark examples of branding-related decisions.<sup id="cite_ref-120" class="reference"><a href="#cite_note-120"><span class="cite-bracket">&#91;</span>120<span class="cite-bracket">&#93;</span></a></sup> A name change may signal different ownership or new product directions.<sup id="cite_ref-121" class="reference"><a href="#cite_note-121"><span class="cite-bracket">&#91;</span>121<span class="cite-bracket">&#93;</span></a></sup> Thus the name <a href="/wiki/Unisys" title="Unisys">Unisys</a> originated in 1986 when <a href="/wiki/Burroughs_Corporation" title="Burroughs Corporation">Burroughs</a> bought and incorporated <a href="/wiki/UNIVAC" title="UNIVAC">UNIVAC</a>; and the newly named <a href="/wiki/IBM" title="IBM">International Business Machines</a> represented a broadening of scope in 1924 from its original name, the <a href="/wiki/Computing-Tabulating-Recording_Company" title="Computing-Tabulating-Recording Company">Computing-Tabulating-Recording Company</a>. A change in corporate naming may also have a role in seeking to shed an undesirable image: for example, <a href="/wiki/Werner_Erhard_and_Associates" title="Werner Erhard and Associates">Werner Erhard and Associates</a> re-branded its activities as <a href="/wiki/Landmark_Education" class="mw-redirect" title="Landmark Education">Landmark Education</a> in 1991 at a time when publicity in a <i><a href="/wiki/60_Minutes" title="60 Minutes">60 Minutes</a></i> investigative-report broadcast cast the <a href="/wiki/Erhard_Seminars_Training" title="Erhard Seminars Training">est</a> and <a href="/wiki/Werner_Erhard" title="Werner Erhard">Werner Erhard</a> brands in a negative light,<sup id="cite_ref-122" class="reference"><a href="#cite_note-122"><span class="cite-bracket">&#91;</span>122<span class="cite-bracket">&#93;</span></a></sup> and <a href="/wiki/Union_Carbide_India_Limited" title="Union Carbide India Limited">Union Carbide India Limited</a> became <a href="/wiki/Eveready_Industries_India" title="Eveready Industries India">Eveready Industries India</a> in 1994 subsequent to the <a href="/wiki/Bhopal_disaster" title="Bhopal disaster">Bhopal disaster</a> of 1984 </p> <div class="mw-heading mw-heading3"><h3 id="Individual_branding">Individual branding</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=25" title="Edit section: Individual branding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Individual_branding" title="Individual branding">Individual branding</a></div> <p>Marketers associate separate products or lines with separate brand names - such as <a href="/wiki/7_Up" title="7 Up">Seven-Up</a>, <a href="/wiki/Kool-Aid" title="Kool-Aid">Kool-Aid</a>, or <a href="/wiki/Nivea" title="Nivea">Nivea</a> Sun (<a href="/wiki/Beiersdorf" title="Beiersdorf">Beiersdorf</a> - which may compete against other brands from the same company (for example, <a href="/wiki/Unilever" title="Unilever">Unilever</a> owns <a href="/wiki/Persil" title="Persil">Persil</a>, <a href="/wiki/Omo_(detergent)" class="mw-redirect" title="Omo (detergent)">Omo</a>, <a href="/wiki/Surf_(detergent)" title="Surf (detergent)">Surf</a>, and <a href="/wiki/Axe_(brand)" title="Axe (brand)">Lynx</a>). </p> <div class="mw-heading mw-heading3"><h3 id="Challenger_brands">Challenger brands</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=26" title="Edit section: Challenger brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Challenger_brand" title="Challenger brand">Challenger brand</a></div> <p>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. </p> <div class="mw-heading mw-heading3"><h3 id="Multiproduct_branding_strategy">Multiproduct branding strategy</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=27" title="Edit section: Multiproduct branding strategy"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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, multiproduct branding is also known as corporate branding, family branding or umbrella branding. Examples of companies that use corporate branding are <a href="/wiki/Microsoft" title="Microsoft">Microsoft</a>, <a href="/wiki/Samsung" title="Samsung">Samsung</a>, <a href="/wiki/Apple_Inc." title="Apple Inc.">Apple</a>, and <a href="/wiki/Sony" title="Sony">Sony</a> as the company's brand name is identical to their trade name. Other examples of multiproduct branding strategy include <a href="/wiki/Virgin_Group" title="Virgin Group">Virgin</a> and <a href="/wiki/Church_%26_Dwight" title="Church &amp; Dwight">Church &amp; Dwight</a>. 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 &amp; Dwight, a manufacturer of household products displays the <a href="/wiki/Arm_%26_Hammer_(brand)" class="mw-redirect" title="Arm &amp; Hammer (brand)">Arm &amp; Hammer</a> 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. </p> <div class="mw-heading mw-heading4"><h4 id="Product_line_extension">Product line extension</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=28" title="Edit section: Product line extension"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Product_line_extension" title="Product line extension">Product line extension</a></div> <p>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 <a href="/wiki/Campbell_Soup_Company" class="mw-redirect" title="Campbell Soup Company">Campbell Soup Company</a>, 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. </p> <div class="mw-heading mw-heading4"><h4 id="Subbranding">Subbranding</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=29" title="Edit section: Subbranding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Subbranding is used by certain multiproduct branding companies. Subbranding merges a corporate, family or <a href="/wiki/Umbrella_brand" title="Umbrella brand">umbrella brand</a> with the introduction of a new brand in order to differentiate part of a product line from others in the whole brand system.<sup id="cite_ref-123" class="reference"><a href="#cite_note-123"><span class="cite-bracket">&#91;</span>123<span class="cite-bracket">&#93;</span></a></sup> Subbranding assists to articulate and construct offerings. It can alter a brand's identity as subbranding can modify associations of the parent brand.<sup id="cite_ref-124" class="reference"><a href="#cite_note-124"><span class="cite-bracket">&#91;</span>124<span class="cite-bracket">&#93;</span></a></sup> Examples of successful subbranding can be seen through <a href="/wiki/Gatorade" title="Gatorade">Gatorade</a> and <a href="/wiki/Porsche" title="Porsche">Porsche</a>. 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, <a href="/wiki/Porsche_Boxster/Cayman" class="mw-redirect" title="Porsche Boxster/Cayman">Porsche Boxster</a> and higher-end line, <a href="/wiki/Porsche_Carrera" title="Porsche Carrera">Porsche Carrera</a>. </p> <div class="mw-heading mw-heading4"><h4 id="Brand_extension_and_brand_dilution">Brand extension and brand dilution</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=30" title="Edit section: Brand extension and brand dilution"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Brand_extension" title="Brand extension">Brand extension</a></div> <p>Brand extension is the 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 <a href="/wiki/Fashion" title="Fashion">fashion</a> and designer companies extended brands into fragrances, shoes and <a href="/wiki/Fashion_accessory" title="Fashion accessory">accessories</a>, home textile, <a href="/wiki/Interior_design" title="Interior design">home decor</a>, <a href="/wiki/Baggage" title="Baggage">luggage</a>, (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 <a href="/wiki/Kimberly-Clark" title="Kimberly-Clark">Kimberly-Clark</a> and <a href="/wiki/Honda" title="Honda">Honda</a>. Kimberly-Clark is a corporation that produces personal and health care products being able to extend the <a href="/wiki/Huggies" title="Huggies">Huggies</a> 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, <a href="/wiki/Caterpillar_Inc" class="mw-redirect" title="Caterpillar Inc">Caterpillar</a> to shoes and watches, <a href="/wiki/Michelin" title="Michelin">Michelin</a> to a restaurant guide, <a href="/wiki/Adidas" title="Adidas">Adidas</a> and <a href="/wiki/Puma_(brand)" title="Puma (brand)">Puma</a> to personal hygiene. <a href="/wiki/Dunlop_(brands)" title="Dunlop (brands)">Dunlop</a> extended its brand from tires to other rubber products such as shoes, golf balls, 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. </p><p>There is a difference between brand extension and <a href="#Brand_line">line</a> 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 <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a> launched <a href="/wiki/Diet_Coke" title="Diet Coke">Diet Coke</a> and <a href="/wiki/Coca-Cola_Cherry" title="Coca-Cola Cherry">Cherry Coke</a>, they stayed within the originating product category: non-alcoholic carbonated beverages. <a href="/wiki/Procter_%26_Gamble" title="Procter &amp; Gamble">Procter &amp; Gamble</a> 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. </p><p>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.<sup id="cite_ref-Aaker_65-3" class="reference"><a href="#cite_note-Aaker-65"><span class="cite-bracket">&#91;</span>65<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Brand_collaborations">Brand collaborations</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=31" title="Edit section: Brand collaborations"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Brand collaborations refer to the participation of multiple firms in a branding initiative. Brand collaborations are short-lived or ephemeral "partnerships between brands in which their images, legacies and values intertwine."<sup id="cite_ref-Diaz_Ruiz-2023_125-0" class="reference"><a href="#cite_note-Diaz_Ruiz-2023-125"><span class="cite-bracket">&#91;</span>125<span class="cite-bracket">&#93;</span></a></sup><sup>p.13</sup> One of the most well-known is <a href="/wiki/Co-branding" title="Co-branding">co-branding</a>, a strategy in which two firms combine their brands into a single product. </p><p>Most recently, some brands have engaged in unconventional brand collaborations, partnering with other brands or designers with a significantly different design, esthetic, positioning or set of values.<sup id="cite_ref-Diaz_Ruiz-2023_125-1" class="reference"><a href="#cite_note-Diaz_Ruiz-2023-125"><span class="cite-bracket">&#91;</span>125<span class="cite-bracket">&#93;</span></a></sup> For example, in 2017, <a href="/wiki/Louis_Vuitton" title="Louis Vuitton">Louis Vuitton</a> partnered with the skateboarding brand <a href="/wiki/Supreme_(brand)" title="Supreme (brand)">Supreme</a>.<sup id="cite_ref-126" class="reference"><a href="#cite_note-126"><span class="cite-bracket">&#91;</span>126<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Multibranding_strategy">Multibranding strategy</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=32" title="Edit section: Multibranding strategy"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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. <a href="/wiki/Procter_%26_Gamble" title="Procter &amp; Gamble">Procter &amp; Gamble</a>, a multinational consumer goods company that offers over 100 brands, each suited for different consumer needs. For instance, <a href="/wiki/Head_%26_Shoulders" title="Head &amp; Shoulders">Head &amp; Shoulders</a> that helps consumers relieve dandruff in the form of a shampoo, <a href="/wiki/Oral-B" title="Oral-B">Oral-B</a> which offers inter-dental products, <a href="/wiki/Vicks" title="Vicks">Vicks</a> which offers cough and cold products, and <a href="/wiki/Downy" title="Downy">Downy</a> which offers dryer sheets and fabric softeners. Other examples include <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a>, <a href="/wiki/Nestl%C3%A9" title="Nestlé">Nestlé</a>, <a href="/wiki/Kellogg%27s" title="Kellogg&#39;s">Kellogg's</a>, and <a href="/wiki/Mars_Incorporated" class="mw-redirect" title="Mars Incorporated">Mars</a>. </p><p>This approach usually results in higher promotion costs and advertising. This is due to the company being required to generate awareness among consumers and 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, <a href="/wiki/Unilever" title="Unilever">Unilever</a>, 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. </p><p><a href="/wiki/Cannibalization_(marketing)" title="Cannibalization (marketing)">Cannibalization</a> 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 market; the new product being one stage in this process. </p> <div class="mw-heading mw-heading4"><h4 id="Fighting_brands">Fighting brands</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=33" title="Edit section: Fighting brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Fighter_brand" title="Fighter brand">Fighter brand</a></div> <p>The main purpose of fighting brands is to challenge competitor brands. For example, <a href="/wiki/Qantas" title="Qantas">Qantas</a>, Australia's largest flag carrier airline, introduced <a href="/wiki/Jetstar" title="Jetstar">Jetstar</a> to go head-to-head against the low-cost carrier, <a href="/wiki/Virgin_Australia" title="Virgin Australia">Virgin Australia</a> (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. </p> <div class="mw-heading mw-heading3"><h3 id="Private_branding_strategy">Private branding strategy</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=34" title="Edit section: Private branding strategy"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Store_brand" class="mw-redirect" title="Store brand">Store brand</a></div> <p>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 in good economic circumstances, as it sets a perception of lower quality and standard, but this view shifts in less ideal economic circumstances.<sup id="cite_ref-127" class="reference"><a href="#cite_note-127"><span class="cite-bracket">&#91;</span>127<span class="cite-bracket">&#93;</span></a></sup> </p><p>In Australia, their leading supermarket chains, both <a href="/wiki/Woolworths_Supermarkets" title="Woolworths Supermarkets">Woolworths</a> and <a href="/wiki/Coles_Supermarkets" title="Coles Supermarkets">Coles</a> are saturated with store brands (or private labels). For example, in the United States, Paragon Trade Brands, <a href="/wiki/Ralcorp" title="Ralcorp">Ralcorp Holdings</a>, and <a href="/wiki/Spectrum_Brands" title="Spectrum Brands">Rayovac</a> are major suppliers of diapers, grocery products, and private label alkaline batteries, correspondingly. <a href="/wiki/Costco" title="Costco">Costco</a>, <a href="/wiki/Walmart" title="Walmart">Walmart</a>, <a href="/wiki/RadioShack" title="RadioShack">RadioShack</a>, <a href="/wiki/Sears" title="Sears">Sears</a> and <a href="/wiki/Kroger" title="Kroger">Kroger</a> are large retailers that have their own brand names. Similarly, <a href="/wiki/Macy%27s" title="Macy&#39;s">Macy's</a>, 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. </p> <div class="mw-heading mw-heading3"><h3 id="Mixed_branding_strategy">Mixed branding strategy</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=35" title="Edit section: Mixed branding strategy"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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, <a href="/wiki/Elizabeth_Arden,_Inc." title="Elizabeth Arden, Inc.">Elizabeth Arden, Inc.</a>, 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 <a href="/wiki/Walmart" title="Walmart">Walmart</a> with the "skin simple" brand name. Companies such as <a href="/wiki/Whirlpool_Corporation" title="Whirlpool Corporation">Whirlpool</a>, <a href="/wiki/Del_Monte_Foods" title="Del Monte Foods">Del Monte</a>, and <a href="/wiki/Dial_(soap)" title="Dial (soap)">Dial</a> produce private brands of home appliances, pet foods, and soap, correspondingly. Other examples of mixed branding strategy include <a href="/wiki/Michelin" title="Michelin">Michelin</a>, <a href="/wiki/Seiko_Epson" class="mw-redirect" title="Seiko Epson">Epson</a>, <a href="/wiki/Microsoft" title="Microsoft">Microsoft</a>, <a href="/wiki/Gillette" title="Gillette">Gillette</a>, and <a href="/wiki/Toyota" title="Toyota">Toyota</a>. Michelin, one of the largest tire manufacturers allowed <a href="/wiki/Sears" title="Sears">Sears</a>, 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 <a href="/wiki/Lexus" title="Lexus">Lexus</a>, the luxury vehicle division of premium cars. </p> <div class="mw-heading mw-heading3"><h3 id="Attitude_branding_and_iconic_brands">Attitude branding and iconic brands</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=36" title="Edit section: Attitude branding and iconic brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or <a href="/wiki/Consumption_(economics)" title="Consumption (economics)">consumption</a> of the product at all. <a href="/wiki/Marketing" title="Marketing">Marketing</a> labeled as attitude branding include that of <a href="/wiki/Nike_Inc" class="mw-redirect" title="Nike Inc">Nike</a>, <a href="/wiki/Starbucks" title="Starbucks">Starbucks</a>, <a href="/wiki/The_Body_Shop" title="The Body Shop">The Body Shop</a>, <a href="/wiki/Safeway_Inc" class="mw-redirect" title="Safeway Inc">Safeway</a> and <a href="/wiki/Apple_Inc" class="mw-redirect" title="Apple Inc">Apple</a>. In the 1999 book <i><a href="/wiki/No_Logo" title="No Logo">No Logo</a></i>, <a href="/wiki/Naomi_Klein" title="Naomi Klein">Naomi Klein</a> describes attitude branding as a "fetish strategy".<sup id="cite_ref-nologo_61-1" class="reference"><a href="#cite_note-nologo-61"><span class="cite-bracket">&#91;</span>61<span class="cite-bracket">&#93;</span></a></sup> Schaefer and Kuehlwein analyzed brands such as <a href="/wiki/Apple_Inc" class="mw-redirect" title="Apple Inc">Apple</a>, <a href="/wiki/Ben_%26_Jerry%27s" title="Ben &amp; Jerry&#39;s">Ben &amp; Jerry's</a> or <a href="/wiki/Chanel" title="Chanel">Chanel</a> describing them as 'Ueber-Brands' – brands that are able to gain and retain "meaning beyond the material."<sup id="cite_ref-uber=brands_128-0" class="reference"><a href="#cite_note-uber=brands-128"><span class="cite-bracket">&#91;</span>128<span class="cite-bracket">&#93;</span></a></sup> </p> <blockquote><p>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. – <a href="/wiki/Howard_Schultz" title="Howard Schultz">Howard Schultz</a> (President, CEO, and Chairman of <a href="/wiki/Starbucks" title="Starbucks">Starbucks</a>) </p></blockquote> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:English_%26_Hebrew_Coke_labels.jpg" class="mw-file-description"><img alt="Bottles of Coca-Cola with labels printed in English and Hebrew" src="//upload.wikimedia.org/wikipedia/commons/thumb/b/b0/English_%26_Hebrew_Coke_labels.jpg/220px-English_%26_Hebrew_Coke_labels.jpg" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/b/b0/English_%26_Hebrew_Coke_labels.jpg/330px-English_%26_Hebrew_Coke_labels.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/b/b0/English_%26_Hebrew_Coke_labels.jpg/440px-English_%26_Hebrew_Coke_labels.jpg 2x" data-file-width="2592" data-file-height="1944" /></a><figcaption>The color, letter font and style of the <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a> and <a href="/wiki/Diet_Coke" title="Diet Coke">Diet Coca-Cola</a> <a href="/wiki/Logo" title="Logo">logos</a> in <a href="/wiki/English_language" title="English language">English</a> were copied into matching <a href="/wiki/Hebrew_language" title="Hebrew language">Hebrew</a> logos to maintain brand identity in Israel.</figcaption></figure> <p>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: <a href="/wiki/Apple_Inc" class="mw-redirect" title="Apple Inc">Apple</a>, <a href="/wiki/Nike_Inc" class="mw-redirect" title="Nike Inc">Nike</a> and <a href="/wiki/Harley-Davidson" title="Harley-Davidson">Harley-Davidson</a>. Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products. </p><p>There are four key elements to creating iconic brands (Holt 2004): </p> <ol><li>"Necessary conditions" – The performance of the product must at least be acceptable, preferably with a reputation of having good quality.</li> <li>"Myth-making" – A meaningful storytelling fabricated by cultural insiders. These must be seen as legitimate and respected by consumers for stories to be accepted.</li> <li>"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.</li> <li>"The cultural brand management process" – Actively engaging in the myth-making process in making sure the brand maintains its position as an icon.</li></ol> <p>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:<sup id="cite_ref-uber=brands_128-1" class="reference"><a href="#cite_note-uber=brands-128"><span class="cite-bracket">&#91;</span>128<span class="cite-bracket">&#93;</span></a></sup> </p> <ol><li>"Mission Incomparable" – Having a differentiated and meaningful brand purpose beyond 'making money.'<sup id="cite_ref-129" class="reference"><a href="#cite_note-129"><span class="cite-bracket">&#91;</span>129<span class="cite-bracket">&#93;</span></a></sup> Setting rules that follow this purpose – even when it violates the mass marketing mantra of "Consumer is always Boss/right".</li> <li>"Longing versus Belonging" – Playing with the opposing desires of people for Inclusion on the one hand and Exclusivity on the other.</li> <li>"Un-Selling" – First and foremost seeking to seduce through pride and provocation, rather than to sell through arguments.<sup id="cite_ref-130" class="reference"><a href="#cite_note-130"><span class="cite-bracket">&#91;</span>130<span class="cite-bracket">&#93;</span></a></sup></li> <li>"From Myth To Meaning" – Leveraging the power of myth – 'Ueber-Stories' that have fascinated- and guided humans forever.<sup id="cite_ref-131" class="reference"><a href="#cite_note-131"><span class="cite-bracket">&#91;</span>131<span class="cite-bracket">&#93;</span></a></sup></li> <li>"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.</li> <li>"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."<sup id="cite_ref-132" class="reference"><a href="#cite_note-132"><span class="cite-bracket">&#91;</span>132<span class="cite-bracket">&#93;</span></a></sup></li> <li>"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.<sup id="cite_ref-133" class="reference"><a href="#cite_note-133"><span class="cite-bracket">&#91;</span>133<span class="cite-bracket">&#93;</span></a></sup></li></ol> <div class="mw-heading mw-heading3"><h3 id="&quot;No-brand&quot;_branding"><span id=".22No-brand.22_branding"></span>"No-brand" branding</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=37" title="Edit section: &quot;No-brand&quot; branding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Recently, a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates <a href="/wiki/Generic_brand" title="Generic brand">generic brand</a> simplicity. Examples include the <a href="/wiki/Japan" title="Japan">Japanese</a> company <a href="/wiki/Muji" title="Muji">Muji</a>, 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 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.<sup id="cite_ref-134" class="reference"><a href="#cite_note-134"><span class="cite-bracket">&#91;</span>134<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-135" class="reference"><a href="#cite_note-135"><span class="cite-bracket">&#91;</span>135<span class="cite-bracket">&#93;</span></a></sup><sup id="cite_ref-136" class="reference"><a href="#cite_note-136"><span class="cite-bracket">&#91;</span>136<span class="cite-bracket">&#93;</span></a></sup> "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. </p> <div class="mw-heading mw-heading3"><h3 id="Derived_brands">Derived brands</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=38" title="Edit section: Derived brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Derived_demand" title="Derived demand">Derived demand</a></div> <p>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 <a href="/wiki/Intel" title="Intel">Intel</a>, which positions itself in the <a href="/wiki/Personal_computer" title="Personal computer">PC</a> market with the slogan (and sticker) "<a href="/wiki/Intel_Inside" class="mw-redirect" title="Intel Inside">Intel Inside</a>". </p> <div class="mw-heading mw-heading3"><h3 id="Social_media_brands">Social media brands</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=39" title="Edit section: Social media brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In <i>The Better Mousetrap: Brand Invention in a Media Democracy</i> (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."<sup id="cite_ref-Media_Democracy_137-0" class="reference"><a href="#cite_note-Media_Democracy-137"><span class="cite-bracket">&#91;</span>137<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Private_labels">Private labels</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=40" title="Edit section: Private labels"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Private_label" title="Private label">Private label</a></div> <p><a href="/wiki/Private_label" title="Private label">Private label</a> brands, also called <a href="/wiki/Own_brand" class="mw-redirect" title="Own brand">own brands</a>, or <a href="/wiki/Store_brand" class="mw-redirect" title="Store brand">store brands</a> have become popular. Where the retailer has a particularly strong identity (such as <a href="/wiki/Marks_%26_Spencer" title="Marks &amp; Spencer">Marks &amp; Spencer</a> in the <a href="/wiki/United_Kingdom" title="United Kingdom">UK</a> 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. </p><p><b>Designer Private Labels</b> </p><p>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. </p><p>In Australia, for example, the department store, <a href="/wiki/Myer" title="Myer">Myer</a>, now offers a range of exclusive designer private labels including Jayson Brundson, Karen Walker, Leona Edmiston, Wayne Cooper, Fleur Wood and 'L' for Lisa Ho.<sup id="cite_ref-138" class="reference"><a href="#cite_note-138"><span class="cite-bracket">&#91;</span>138<span class="cite-bracket">&#93;</span></a></sup> Another up-market department store, <a href="/wiki/David_Jones_Limited" class="mw-redirect" title="David Jones Limited">David Jones</a>, currently offers 'Collette' for leading Australian designer, <a href="/wiki/Collette_Dinnigan" title="Collette Dinnigan">Collette Dinnigan</a>, and has recently announced its intention to extend the number of exclusive designer brands.<sup id="cite_ref-139" class="reference"><a href="#cite_note-139"><span class="cite-bracket">&#91;</span>139<span class="cite-bracket">&#93;</span></a></sup> <a href="/wiki/Target_Australia" title="Target Australia">Target Australia</a> has teamed up with <a href="/wiki/Dannii_Minogue" title="Dannii Minogue">Dannii Minogue</a> to produce her "Petites" range.<sup id="cite_ref-140" class="reference"><a href="#cite_note-140"><span class="cite-bracket">&#91;</span>140<span class="cite-bracket">&#93;</span></a></sup> Specsavers has joined up with Sydney designer, <a href="/wiki/Alex_Perry" title="Alex Perry">Alex Perry</a> to create an exclusive range of spectacle frames while <a href="/wiki/Big_W" title="Big W">Big W</a> stocks frame designed by <a href="/wiki/Peter_Morrissey" title="Peter Morrissey">Peter Morrissey</a>. </p> <div class="mw-heading mw-heading3"><h3 id="Individual_and_organizational_brands">Individual and organizational brands</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=41" title="Edit section: Individual and organizational brands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>With the development of the brand, Branding is no longer limited to a product or service.<sup id="cite_ref-The_Wall_Street_Journal_141-0" class="reference"><a href="#cite_note-The_Wall_Street_Journal-141"><span class="cite-bracket">&#91;</span>141<span class="cite-bracket">&#93;</span></a></sup> There are kinds of branding that treat individuals and organizations as the products to be branded. Most <a href="/wiki/Non-governmental_organization" title="Non-governmental organization">NGOs</a> and <a href="/wiki/Nonprofit_organization" title="Nonprofit organization">non-profit organizations</a> 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. <a href="/wiki/Amnesty_International" title="Amnesty International">Amnesty International</a>, <a href="/wiki/Habitat_for_Humanity" title="Habitat for Humanity">Habitat for Humanity</a>, <a href="/wiki/World_Wide_Fund_for_Nature" title="World Wide Fund for Nature">World Wildlife Fund</a> and <a href="/wiki/AIESEC" title="AIESEC">AIESEC</a> are among the most recognized brands around the world.<sup id="cite_ref-142" class="reference"><a href="#cite_note-142"><span class="cite-bracket">&#91;</span>142<span class="cite-bracket">&#93;</span></a></sup> 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.<sup id="cite_ref-143" class="reference"><a href="#cite_note-143"><span class="cite-bracket">&#91;</span>143<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Personal_branding">Personal branding</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=42" title="Edit section: Personal branding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Personal_branding" title="Personal branding">Personal branding</a></div> <div class="mw-heading mw-heading4"><h4 id="Employer_branding">Employer branding</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=43" title="Edit section: Employer branding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Employer_branding" title="Employer branding">Employer branding</a></div> <div class="mw-heading mw-heading3"><h3 id="Crowd_sourced_branding">Crowd sourced branding</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=44" title="Edit section: Crowd sourced branding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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. </p> <div class="mw-heading mw-heading3"><h3 id="Personalized_branding">Personalized branding</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=45" title="Edit section: Personalized branding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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 <a href="/wiki/Coca-Cola" title="Coca-Cola">Coca-Cola</a><sup id="cite_ref-144" class="reference"><a href="#cite_note-144"><span class="cite-bracket">&#91;</span>144<span class="cite-bracket">&#93;</span></a></sup> which printed people's names and place names on their bottles encouraging people. <a href="/wiki/AirBNB" class="mw-redirect" title="AirBNB">AirBNB</a> has created the facility for users to create their own symbol for the software to replace the brand's mark known as The Bélo.<sup id="cite_ref-145" class="reference"><a href="#cite_note-145"><span class="cite-bracket">&#91;</span>145<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Nation_branding_(place_branding_and_public_diplomacy)"><span id="Nation_branding_.28place_branding_and_public_diplomacy.29"></span>Nation branding (place branding and public diplomacy)</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=46" title="Edit section: Nation branding (place branding and public diplomacy)"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Place_branding" title="Place branding">Place branding</a></div> <p><a href="/wiki/Nation_branding" title="Nation branding">Nation branding</a> is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to <a href="/wiki/Place_branding" title="Place branding">place branding</a>). 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." </p> <div class="mw-heading mw-heading3"><h3 id="Destination_branding">Destination branding</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=47" title="Edit section: Destination branding"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>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. </p> <div class="mw-heading mw-heading3"><h3 id="Brand_protection">Brand protection</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=48" title="Edit section: Brand protection"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Brand_protection" title="Brand protection">Brand protection</a></div> <p><a href="/wiki/Intellectual_property_infringement" title="Intellectual property infringement">Intellectual property infringements</a>, in particular <a href="/wiki/Counterfeiting" class="mw-redirect" title="Counterfeiting">counterfeiting</a>, can affect consumer trust and ultimately damage brand equity. <a href="/wiki/Brand_protection" title="Brand protection">Brand protection</a> is the set of preventive, monitoring and reactive measures taken by brand owners to eliminate, reduce or mitigate these infringements and their effect. </p> <div class="mw-heading mw-heading2"><h2 id="Doppelgänger_brand_image_(DBI)"><span id="Doppelg.C3.A4nger_brand_image_.28DBI.29"></span>Doppelgänger brand image (DBI)</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=49" title="Edit section: Doppelgänger brand image (DBI)"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Doppelg%C3%A4nger_brand_image" title="Doppelgänger brand image">Doppelgänger brand image</a></div> <p>A <a href="/wiki/Doppelg%C3%A4nger" title="Doppelgänger">doppelgänger</a> brand image or "DBI" is a disparaging image or story about a brand that is 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.<sup id="cite_ref-Thompson_50–64_146-0" class="reference"><a href="#cite_note-Thompson_50–64-146"><span class="cite-bracket">&#91;</span>146<span class="cite-bracket">&#93;</span></a></sup> </p><p>The term stems from the combination of the German words <span title="German-language text"><i lang="de">doppel</i></span> ('double') and <span title="German-language text"><i lang="de">gänger</i></span> ('walker'). </p><p>Doppelgänger 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. </p><p>Due to the ability of doppelgänger 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. </p><p>Examples include: </p> <ul><li><b>Joe Chemo</b> campaign organized to criticize the marketing of tobacco products to children and their harmful effects.<sup id="cite_ref-147" class="reference"><a href="#cite_note-147"><span class="cite-bracket">&#91;</span>147<span class="cite-bracket">&#93;</span></a></sup></li> <li>Parody of the <b>Pepsi logo as an obese man</b> to highlight the relationship between soft drink consumption and obesity.<sup id="cite_ref-148" class="reference"><a href="#cite_note-148"><span class="cite-bracket">&#91;</span>148<span class="cite-bracket">&#93;</span></a></sup></li> <li>The <b>FUH2 campaign</b> protesting the Hummer SUV as a symbol of corporate and public irresponsibility toward public safety and the environment.<sup id="cite_ref-149" class="reference"><a href="#cite_note-149"><span class="cite-bracket">&#91;</span>149<span class="cite-bracket">&#93;</span></a></sup></li></ul> <p>In the 2006 article "Emotional Branding and the Strategic Value of the Doppelgänger Brand Image", Thompson, Rindfleisch, and Arsel suggest that a doppelgänger brand image can be a benefit to a brand if taken as an early warning sign that the brand is losing emotional authenticity with its market.<sup id="cite_ref-Thompson_50–64_146-1" class="reference"><a href="#cite_note-Thompson_50–64-146"><span class="cite-bracket">&#91;</span>146<span class="cite-bracket">&#93;</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="International_Standards">International Standards</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=50" title="Edit section: International Standards"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The <a href="/wiki/ISO" class="mw-redirect" title="ISO">ISO</a> branding standards developed by the Committee <a href="/wiki/ISO/TC_289" title="ISO/TC 289">ISO/TC 289</a> are: </p> <ul><li><i> '<a href="/wiki/ISO_10668" class="mw-redirect" title="ISO 10668">ISO 10668</a>:2010' </i> <i> Brand valuation - Requirements for monetary brand valuation </i>,</li> <li><i> '<a href="/wiki/ISO_20671" title="ISO 20671">ISO 20671</a>:2019' </i> <i> Brand evaluation - Principles and fundamentals </i>.</li></ul> <p>Two other ISO standards are being developed by ISO/TC 289: </p> <ul><li><a href="/w/index.php?title=ISO/AWI_23353&amp;action=edit&amp;redlink=1" class="new" title="ISO/AWI 23353 (page does not exist)">ISO/AWI 23353</a> Brand evaluation - Guidelines for brands relating to geographical indications <sup id="cite_ref-150" class="reference"><a href="#cite_note-150"><span class="cite-bracket">&#91;</span>150<span class="cite-bracket">&#93;</span></a></sup></li> <li><a href="/w/index.php?title=ISO/AWI_24051&amp;action=edit&amp;redlink=1" class="new" title="ISO/AWI 24051 (page does not exist)">ISO/AWI 24051</a> Brand evaluation - Guide for the annual brand evaluation.<sup id="cite_ref-151" class="reference"><a href="#cite_note-151"><span class="cite-bracket">&#91;</span>151<span class="cite-bracket">&#93;</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=51" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1184024115">.mw-parser-output .div-col{margin-top:0.3em;column-width:30em}.mw-parser-output .div-col-small{font-size:90%}.mw-parser-output .div-col-rules{column-rule:1px solid #aaa}.mw-parser-output .div-col dl,.mw-parser-output .div-col ol,.mw-parser-output .div-col ul{margin-top:0}.mw-parser-output .div-col li,.mw-parser-output .div-col dd{page-break-inside:avoid;break-inside:avoid-column}</style><div class="div-col" style="column-width: 25em;"> <ul><li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Brand_architecture" title="Brand architecture">Brand architecture</a></li> <li><a href="/wiki/Brand_engagement" title="Brand engagement">Brand engagement</a></li> <li><a href="/wiki/Brand_extension" title="Brand extension">Brand extension</a> - a marketing technique</li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a> - owner of the brand allowing someone else to use it</li> <li><a href="/wiki/Brand_loyalty" title="Brand loyalty">Brand loyalty</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Brand_protection" title="Brand protection">Brand protection</a></li> <li><a href="/wiki/Brand_valuation" title="Brand valuation">Brand valuation</a></li> <li><a href="/wiki/Green_brands" title="Green brands">Green brands</a> - a classification of brands</li> <li><a href="/wiki/Imprint_(trade_name)" title="Imprint (trade name)">Imprint (trade name)</a> - similar concept in the publishing industry</li> <li><a href="/wiki/Legal_name" title="Legal name">Legal name</a></li> <li><a href="/wiki/Global_Brand_Database" title="Global Brand Database">Global Brand Database</a></li> <li><a href="/wiki/Lifestyle_brand" title="Lifestyle brand">Lifestyle brand</a> - a classification of brands</li> <li><a href="/wiki/List_of_defunct_consumer_brands" title="List of defunct consumer brands">List of defunct consumer brands</a></li> <li><a href="/wiki/List_of_most_valuable_brands" title="List of most valuable brands">List of most valuable brands</a></li> <li><i><a href="/wiki/No_Logo" title="No Logo">No Logo</a></i> - a book</li> <li><a href="/wiki/Open-source_brand" title="Open-source brand">Open-source brand</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Rebranding" title="Rebranding">Rebranding</a> - a marketing technique</li> <li><a href="/wiki/Record_label" title="Record label">Record label</a> - similar concept in the music recording industry</li> <li><a href="/wiki/Return_on_brand" title="Return on brand">Return on brand</a> (ROB)</li> <li><a href="/wiki/Terroir" title="Terroir">Terroir</a> - concept of using placenames as brands</li> <li><a href="/wiki/Trade_name" title="Trade name">Trade name</a></li> <li><a href="/wiki/Product_differentiation" title="Product differentiation">Product differentiation</a></li> <li><a href="/wiki/Umbrella_brand" title="Umbrella brand">Umbrella brand</a> - a marketing technique</li> <li><a href="/wiki/Visual_brand_language" title="Visual brand language">Visual brand language</a> - technical term in brand designing</li></ul></div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Brand&amp;action=edit&amp;section=52" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1235681985">.mw-parser-output .side-box{margin:4px 0;box-sizing:border-box;border:1px solid #aaa;font-size:88%;line-height:1.25em;background-color:var(--background-color-interactive-subtle,#f8f9fa);display:flow-root}.mw-parser-output .side-box-abovebelow,.mw-parser-output .side-box-text{padding:0.25em 0.9em}.mw-parser-output .side-box-image{padding:2px 0 2px 0.9em;text-align:center}.mw-parser-output .side-box-imageright{padding:2px 0.9em 2px 0;text-align:center}@media(min-width:500px){.mw-parser-output .side-box-flex{display:flex;align-items:center}.mw-parser-output .side-box-text{flex:1;min-width:0}}@media(min-width:720px){.mw-parser-output .side-box{width:238px}.mw-parser-output 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typeof="mw:File"><a href="/wiki/File:Commons-logo.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/30px-Commons-logo.svg.png" decoding="async" width="30" height="40" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/45px-Commons-logo.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/59px-Commons-logo.svg.png 2x" data-file-width="1024" data-file-height="1376" /></a></span></div> <div class="side-box-text plainlist">Wikimedia Commons has media related to <span style="font-weight: bold; font-style: italic;"><a href="https://commons.wikimedia.org/wiki/Category:Brands" class="extiw" title="commons:Category:Brands">Brands</a></span>.</div></div> </div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output 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data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFHaigh" class="citation web cs1">Haigh, Richard. <a rel="nofollow" class="external text" href="https://brandirectory.com/rankings/global/">"Apple clinches top spot as world's most valuable brand, outshining Amazon, Google, and Microsoft"</a>. 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Retrieved <span class="nowrap">18 August</span> 2024</span>.</cite><span title="ctx_ver=Z39.88-2004&amp;rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&amp;rft.genre=unknown&amp;rft.btitle=Apple+clinches+top+spot+as+world%E2%80%99s+most+valuable+brand%2C+outshining+Amazon%2C+Google%2C+and+Microsoft&amp;rft.pub=Brand+Finance&amp;rft.aulast=Haigh&amp;rft.aufirst=Richard&amp;rft_id=https%3A%2F%2Fbrandirectory.com%2Frankings%2Fglobal%2F&amp;rfr_id=info%3Asid%2Fen.wikipedia.org%3ABrand" class="Z3988"></span></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20190924083349/http://www.businessdictionary.com/definition/brand.html">"Brand | Common Language Marketing Dictionary"</a>. 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Retrieved <span class="nowrap">2019-09-24</span></span>.</cite><span title="ctx_ver=Z39.88-2004&amp;rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&amp;rft.genre=unknown&amp;rft.btitle=Brand+%7C+Common+Language+Marketing+Dictionary&amp;rft_id=http%3A%2F%2Fwww.businessdictionary.com%2Fdefinition%2Fbrand.html&amp;rfr_id=info%3Asid%2Fen.wikipedia.org%3ABrand" class="Z3988"></span></span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text"><a href="/wiki/American_Marketing_Association" title="American Marketing Association">American Marketing Association</a> <a rel="nofollow" class="external text" href="http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B">Dictionary</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20120611033320/http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B">Archived</a> 2012-06-11 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a>. 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Springer. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a>&#160;<a href="/wiki/Special:BookSources/978-3-319-18687-0" title="Special:BookSources/978-3-319-18687-0"><bdi>978-3-319-18687-0</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&amp;rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&amp;rft.genre=book&amp;rft.btitle=Marketing+in+Transition%3A+Scarcity%2C+Globalism%2C+%26+Sustainability%3A+Proceedings+of+the+2009+World+Marketing+Congress&amp;rft.pub=Springer&amp;rft.date=2015-06-03&amp;rft.isbn=978-3-319-18687-0&amp;rft.aulast=Campbell&amp;rft.aufirst=Colin+L.&amp;rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DtPLLCQAAQBAJ%26dq%3DEffective%2Bbranding%2C%2Battached%2Bto%2Bstrong%2Bbrand%2Bvalues%2C%2Bcan%2Bresult%2Bin%2Bhigher%2Bsales%2Bof%2Bnot%2Bonly%2Bone%2Bproduct%2C%2Bbut%2Bof%2Bother%2Bproducts%2Bassociated%2Bwith%2Bthat%2Bbrand.%26pg%3DPA307&amp;rfr_id=info%3Asid%2Fen.wikipedia.org%3ABrand" class="Z3988"></span></span> </li> <li id="cite_note-68"><span class="mw-cite-backlink"><b><a href="#cite_ref-68">^</a></b></span> <span class="reference-text">Pride, W. 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A.; Schembri, S.; Niininen, O. and Casidy, E., <i>Marketing Principles</i>. 3rd Asia-Pacific ed., Cengage, 2018, p. 296.</span> </li> <li id="cite_note-Kotler-2009-69"><span class="mw-cite-backlink">^ <a href="#cite_ref-Kotler-2009_69-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-2"><sup><i><b>c</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-3"><sup><i><b>d</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-4"><sup><i><b>e</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-5"><sup><i><b>f</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-6"><sup><i><b>g</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-7"><sup><i><b>h</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-8"><sup><i><b>i</b></i></sup></a> <a href="#cite_ref-Kotler-2009_69-9"><sup><i><b>j</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFKotler2009" class="citation book cs1">Kotler, Philip (2009). <i>Principles of marketing</i>. Pearson Education Australia. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a>&#160;<a href="/wiki/Special:BookSources/978-1-4425-0041-9" title="Special:BookSources/978-1-4425-0041-9"><bdi>978-1-4425-0041-9</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&amp;rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&amp;rft.genre=book&amp;rft.btitle=Principles+of+marketing&amp;rft.pub=Pearson+Education+Australia&amp;rft.date=2009&amp;rft.isbn=978-1-4425-0041-9&amp;rft.aulast=Kotler&amp;rft.aufirst=Philip&amp;rfr_id=info%3Asid%2Fen.wikipedia.org%3ABrand" class="Z3988"></span></span> </li> <li id="cite_note-70"><span class="mw-cite-backlink"><b><a href="#cite_ref-70">^</a></b></span> <span class="reference-text"> Compare: <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFFranzenMoriarty2015" class="citation book cs1">Franzen, Giep; Moriarty, Sandra E. (2015-02-12) [2009]. <a rel="nofollow" class="external text" href="https://books.google.com/books?id=mWSmBgAAQBAJ">"1: The Brand as a System"</a>. <i>The Science and Art of Branding</i>. London: Routledge (published 2015). p.&#160;19. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a>&#160;<a href="/wiki/Special:BookSources/978-1-317-45467-0" title="Special:BookSources/978-1-317-45467-0"><bdi>978-1-317-45467-0</bdi></a><span class="reference-accessdate">. Retrieved <span class="nowrap">2016-08-16</span></span>. <q>This deeper meaning, the core values, character, or essence of a brand, is what Upshaw (1995) refers to when they use the term <i>brand identity</i>. However, that expansion of the meaning of brand identity causes some confusion because it overlaps with other common branding terms, such as brand image, brand personality, and brand meaning. 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<li><a href="/wiki/Euphemism" title="Euphemism">Euphemism</a></li> <li><a href="/wiki/Film_censorship" title="Film censorship">Films</a></li> <li><a href="/wiki/Historical_negationism" title="Historical negationism">Historical negationism</a></li> <li><a href="/wiki/Internet_censorship" title="Internet censorship">Internet</a></li> <li><a href="/wiki/Political_censorship" title="Political censorship">Political</a></li> <li><a href="/wiki/Religious_censorship" title="Religious censorship">Religious</a></li> <li><a href="/wiki/Self-censorship" title="Self-censorship">Self</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Hoax" title="Hoax">Hoaxing</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Alternative_facts" title="Alternative facts">Alternative facts</a></li> <li><a href="/wiki/April_Fools%27_Day" title="April Fools&#39; Day">April Fools'</a></li> <li><a href="/wiki/Deepfake" title="Deepfake">Deepfake</a> <ul><li><a href="/wiki/Audio_deepfake" title="Audio deepfake">audio</a></li></ul></li> <li><a href="/wiki/Fake_news" title="Fake news">Fake news</a> <ul><li><a href="/wiki/Fake_news_website" title="Fake news website">websites</a></li></ul></li> <li><a href="/wiki/Fakelore" class="mw-redirect" title="Fakelore">Fakelore</a></li> <li><a href="/wiki/False_document" title="False document">False document</a></li> <li><a href="/wiki/Fictitious_entry" title="Fictitious entry">Fictitious entries</a></li> <li><a href="/wiki/Firehose_of_falsehood" title="Firehose of falsehood">Firehose of falsehood</a></li> <li><a href="/wiki/Forgery" title="Forgery">Forgery</a></li> <li><a href="/wiki/Gaslighting" title="Gaslighting">Gaslighting</a></li> <li><a href="/wiki/List_of_hoaxes" title="List of hoaxes">List</a></li> <li><a href="/wiki/Literary_forgery" title="Literary forgery">Literary</a></li> <li><a href="/wiki/Lying_press" title="Lying press">Lying press</a></li> <li><a href="/wiki/Photograph_manipulation" title="Photograph manipulation">Photograph manipulation</a></li> <li><a href="/wiki/Racial_hoax" title="Racial hoax">Racial</a></li> <li><a href="/wiki/Urban_legends_and_myths" class="mw-redirect" title="Urban legends and myths">Urban legend</a></li> <li><a href="/wiki/Virus_hoax" title="Virus hoax">Virus</a></li> <li><a href="/wiki/Video_manipulation" title="Video manipulation">Video manipulation</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a class="mw-selflink selflink">Branding</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Market_research" title="Market research">Research</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word of mouth</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/News_media" title="News media">News media</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Agenda-setting_theory" title="Agenda-setting theory">Agenda-setting</a></li> <li><a href="/wiki/News_broadcasting" title="News broadcasting">Broadcasting</a></li> <li><a href="/wiki/Media_circus" title="Media circus">Circus</a></li> <li><a href="/wiki/24-hour_news_cycle" title="24-hour news cycle">Cycle</a></li> <li><a href="/wiki/Emotive_conjugation" title="Emotive conjugation">Emotive conjugation</a></li> <li><a href="/wiki/False_balance" title="False balance">False balance</a></li> <li><a href="/wiki/Infotainment" title="Infotainment">Infotainment</a></li> <li><a href="/wiki/Managing_the_news" title="Managing the news">Managing</a></li> <li><a href="/wiki/Narcotizing_dysfunction" title="Narcotizing dysfunction">Narcotizing dysfunction</a></li> <li><a href="/wiki/Newspeak" title="Newspeak">Newspeak</a></li> <li><a href="/wiki/Media_event" title="Media event">Pseudo-event</a></li> <li><a href="/wiki/Media_scrum" title="Media scrum">Scrum</a></li> <li><a href="/wiki/Sensationalism" title="Sensationalism">Sensationalism</a></li> <li><a href="/wiki/Tabloid_journalism" title="Tabloid journalism">Tabloid journalism</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Political_campaign" title="Political campaign">Political campaigning</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Campaign_advertising" title="Campaign advertising">Advertising</a></li> <li><a href="/wiki/Astroturfing" title="Astroturfing">Astroturfing</a></li> <li><a href="/wiki/Attack_ad" title="Attack ad">Attack ad</a></li> <li><a href="/wiki/Canvassing" title="Canvassing">Canvassing</a></li> <li><a href="/wiki/Character_assassination" title="Character assassination">Character assassination</a></li> <li><a href="/wiki/Dog_whistle_(politics)" title="Dog whistle (politics)">Dog whistle</a></li> <li><a href="/wiki/Election_promise" title="Election promise">Election promises</a></li> <li><a href="/wiki/Lawn_sign" title="Lawn sign">Lawn signs</a></li> <li><a href="/wiki/Party_platform" class="mw-redirect" title="Party platform">Party platforms (or manifestos)</a></li> <li><a href="/wiki/Name_recognition" title="Name recognition">Name recognition</a></li> <li><a href="/wiki/Negative_campaigning" title="Negative campaigning">Negative</a></li> <li><a href="/wiki/Push_poll" title="Push poll">Push polling</a></li> <li><a href="/wiki/Smear_campaign" title="Smear campaign">Smear campaign</a></li> <li><a href="/wiki/Wedge_issue" title="Wedge issue">Wedge issue</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Propaganda" title="Propaganda">Propaganda</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Bandwagon_effect" title="Bandwagon effect">Bandwagon</a></li> <li><a href="/wiki/Big_lie" title="Big lie">Big lie</a></li> <li><a href="/wiki/Crowd_manipulation" title="Crowd manipulation">Crowd manipulation</a></li> <li><a href="/wiki/Disinformation" title="Disinformation">Disinformation</a></li> <li><a href="/wiki/Fearmongering" title="Fearmongering">Fearmongering</a></li> <li><a href="/wiki/Framing_(social_sciences)" title="Framing (social sciences)">Framing</a></li> <li><a href="/wiki/Indoctrination" title="Indoctrination">Indoctrination</a></li> <li><a href="/wiki/Loaded_language" title="Loaded language">Loaded language</a></li> <li><a href="/wiki/National_myth" title="National myth">National mythology</a></li> <li><a href="/wiki/Rally_%27round_the_flag_effect" title="Rally &#39;round the flag effect">Rally 'round the flag effect</a></li> <li><a href="/wiki/Propaganda_techniques" title="Propaganda techniques">Techniques</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Psychological_warfare" title="Psychological warfare">Psychological warfare</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Airborne_leaflet_propaganda" title="Airborne leaflet propaganda">Airborne leaflets</a></li> <li><a href="/wiki/False_flag" title="False flag">False flag</a></li> <li><a href="/wiki/Fifth_column" title="Fifth column">Fifth column</a></li> <li><a href="/wiki/Information_warfare" title="Information warfare">Information (IT)</a></li> <li><a href="/wiki/Lawfare" title="Lawfare">Lawfare</a></li> <li><a href="/wiki/Political_warfare" title="Political warfare">Political</a></li> <li><a href="/wiki/Public_diplomacy" title="Public diplomacy">Public diplomacy</a></li> <li><a href="/wiki/Sedition" title="Sedition">Sedition</a></li> <li><a href="/wiki/Subversion" title="Subversion">Subversion</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Public_relations" title="Public relations">Public relations</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cult_of_personality" title="Cult of personality">Cult of personality</a></li> <li><a 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