Branding Stratregy - Brand Essay Example
Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun (Beiersdorf)), which may compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever). Attitude branding and iconic brands Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc..
In the 2000 book No Logo, Naomi Klein describes attitude branding as a “fetish strategy”. Iconic brands are defined as having aspects that contribute to consumer’s self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value are said to be “identity brands”. Some of these brands have such a strong identity that they become more or less cultural icons which makes them “iconic brands”. Examples are: Apple, Nike and Harley Davidson.
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Many iconic brands include almost ritual-like behaviour in purchasing or consuming the products. “No-brand” branding Recently a number of companies have successfully pursued “no-brand” strategies by creating packaging that imitates generic brand simplicity. Examples include the Japanese company Muji, which means “No label” in English] “No brand” branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. “Tapa Amarilla” or “Yellow Cap” in Venezuela during the 1980s is another good example of no-brand strategy.
It was simply recognized by the color of the cap of this cleaning products company. Derived brands 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 Intel, which positions itself in the PC market with the slogan (and sticker) “Intel Inside”. Brand extension and brand dilution The existing strong brand name can be used as a vehicle for new or modified roducts; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc. There is a difference between brand extension and line extension. A line extension is when a current brand name is used to enter a new market segment in the existing product class, with new varieties or flavors or sizes. When Coca-Cola launched “Diet Coke” and “Cherry Coke” they stayed within the originating product category: non-alcoholic carbonated beverages.
Procter & Gamble (P&G) did likewise Multi-brands Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics); simply to soak up some of the share of the market which will in any case go to minor brands Private labels Private label brands, also called own brands, or store brands have become popular.
Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this “own brand” may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded. Individual and organizational brands There are kinds of branding that treat individuals and organizations as the products to be branded. Personal branding treats persons and their careers as brands. The term is thought to have been first used in a 1997 article by Tom Peters.  Faith branding treats religious figures and organizations as brands.
Religious media expert Phil Cooke has written that faith branding handles the question of how to express faith in a media-dominated culture.  Nation branding works with the perception and reputation of countries as brands.  Crowd sourcing branding These are brands that are created by the people for the business, which is opposite to the traditional method where the business create a brand. This type of method minimizes the risk of brand failure, since the people that might reject the brand in the traditional method are the ones who are participating in the branding process.
Nation branding (place branding and public diplomacy) Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise 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. “