Branding and Market Segmentation

A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing

A logo outwardly speaks to the character of a business and along these lines it assumes an imperative part in business' marking. As it is an innovative workmanship that makes a brand effortlessly identifiable, it ought to be articulately outlined with expert mastery and innovativeness.

“If you choose your name and logo well, they will stay in your customers' minds and remind them of the value your company offers. In fact, a well-chosen name and logo can help you to stand out amount the competition. Your customers will instantly think of your memorable business name and logo whenever they are in the market for your products or services.”

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

The brand must be distinct and stand out in ways that relevance to consumers’ needs so as to be chosen by the consumers among thousands of brands in the market. However, before consumers respond to the brand’s communication efforts, the brand must be understood and understood correctly. That familiarity leads to a strong, positive consumer-brand connection.

Ambler and Styles (1996) determine that the brand can be structured into two boxes, the first one is the brand plus, which means financially added value to the product, the second one is the holistic package, in which the brand understood as a complete entity with a specific identity. Furthermore, De Chernatony and Riley (1998) establish twelve themes to limit the boundaries of the brand. These themes categorize a brand as 1- a logo, 2- a legal instrument, 4- a company, 5- a risk reducer, 6- an identity system, 7- an image in the consumer mind, 8- a value system, 9- a personality, 10- a relationship, 11- an adding value, and finally 12- an evolving entity. Because of these themes, a comprehensive definition is given describing a brand as ‘a cluster of values that enables a promise to be made about a

Today, company’s real value lies outside the business itself, in the minds of potential buyers (Kapferer, 1992, p. 9). This is reflected in the value of brands, which are the anchors of company’s value. Products are introduced, they live and disappear but brands endure (Kapferer, 1992, p. 17). The term ``brand’’ holds multiple meanings. According to John Murphy, founder of Inter brand (Ingham, 2003), a brand is not only an actual product, but also the unique property of a specific owner. Brands are increasingly considered to be the primary capital in many businesses (Ourusoff, 1993, p. 81). The phenomenon of brand and brand reputation became the centre of interest of both academic and business experts. The

Klein’s last paragraph in the essay continues to provide readers with more information and support. She uses more anecdotal examples to further the audience’s familiarity with the concept of branding. Klein speaks on the issue of the brand being dead and how virtually nothing is left unbranded (Klein 778). This gives readers a nice gateway into exploring more about the concepts of branding and

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

The definition ‚branding‘ is often used as the blanket term from general marketing of a product to a name change or logo creation and helps the business to define the company’s position in the market. (Davis, 2009) In a world with such an excessive variety of products and services, we are all focusing ourselves on brands, because they promise us quality, security and guidance. Therefore branding has become so strong that nowadays hardly anything goes unbranded and it is clear that brands have far greater chances to survive than so-called No-Names. They exist in the brains of the costumers, because they are clearly and unambiguously positioned. To succeed in branding you have to realise what the needs and wants of your customer are. In the best of cases individual brands manage it to be a synonym for a whole product category. Well-known examples include ‘Tempo’ for handkerchiefs or ‘Fairy’ for washing-up liquids. (Unternehmer, 2010)

This study provides a detailed examination of the highly debated academic conceptions of the notion of brand

This is why it’s essential for brands to get to know their markets, their buyers & the brand elements required of them, in order to build and create effective branding strategies. The following essay discusses this further.

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

To succeed in the market a product must stand out from competitor’s products. Marketers use the brand, which is a name, term, symbol, design, or combination of these that identifies a product of a firm from that of their competitor’s

“A brand is a distinguishing name and/or symbol intended to identify the goods or services of either on seller or group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991).A brand is the most valuable asset for an organization in the current competing world. Every organization is formulating strategies to make its brand popular and significant not only in markets but also in minds of the customers. Brand is the relation of customer with the brand. It is promise which a company makes to the customer about the goods and service they offer (Gregg 2002) Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors offerings