Brand Identity Essay

5092 words - 21 pages

A Comprehensive Comparison between Service Brand and Product Brand

Contents
Introduction
1. What is brand
1.1. Elements of Brand
1.2. Benefits of branding
1.3. Significance Of Adopting Proper Branding Strategy
2. Service brand:
2.1. Features Of Service Brand
2.2. Role Of Employers In Success Of Service Brand
2.3. Role Of Consumer In Success Of Service Brand
2.4. Challenges Service Branding Is Facing
3. Product Brand:
3.1. Features Of Product Branding
3.2. Role Of Manufacturers In Success Of Product Brand
3.3. Role Of Consumers In Success Of Product Brand
3.4. Challenges Product Branding Is Facing
4.1. Brand Positioning
4.2. Brand Equity
4.3. Brand Identity And ...view middle of the document...

The second section focuses on all those elements that contribute in the success of some product or service. The deep down comparison of both these types of brands is also presented side by side as well. However, different recommendations are also given to cope with the challenges aroused by the current competitive age for these two fields.

Section 1

1. What is brand?

Before throwing light upon the product branding and service branding and making a comparison between both of them, it is essential to know what the brand actually is because the comprehensive definition of brand will aid to understand the entire concept.

Kotler et al (p.549,2005) gave a vivid description what the brand actually is. According to him, a brand is regarded as the combination of name, sign, symbol, or set of names that dissimilate some specific service or product from each other. Kapferer (2004) indicated that a brand is the source to drive consumer behavior and has capability to form decisions of consumers as well. A specific brand represents almost all the qualities and traits a specific product possesses. It has power of differentiating a product or service from each other and cause reliability from the part of consumer as well. In simple words, a brand is term, symbol, name, design, sign or a specific combination that is formulated to identify a specific service of good by the consumer due to its uniqueness.

1.1. Elements of Brand:

Either the brand is categorized as service brand or product brand, in each case; there are four elements that cause the fundamental recognition of the product. these four elements involve brand named that indicate a word that cause recognition of some product, trade name that indicate recognition through organization’s name, brand mark that indicates the logo of some brand and trade mark that indicates the symbol of the brand. In each case, the brand causes financial and social benefits not only to organization but also to consumers as well. Brands not only guarantee the quality, but also the expression of emotions as well as sophistication at the same time. The example of famous brands is best in this regard. There are many famous brands that are even working today for satisfying the consumers with their services like Rolex that indicates sex and success and Kodak that guarantees great picture quality.

1.2. Benefits Of Branding:

As far as the benefits of branding are concerned, not only consumers and manufacturers get certain advantages from the familiarity of the brand, but the retailers also get benefits as well. As far as the consumer benefit is concerned, the customer easily identifies the brand quality through its name or logo, evaluate the product features, rely on the brand quality that cause less risk and so on. As far as the manufacturer is concerned, branding builds loyalty towards customers, formulates a strong position in the market among competitors, differentiates the products that cause unique...

Other Papers Like Brand Identity

Marketting A Product Essay

651 words - 3 pages those of competitors. *Differentiate between brand name, brand mark, trademark and copyright. Branding options:- manufacturer’s brand, private brand (middleman) , family-brand. Brand conveys :- i) Attributes ii) Benefits iii) Values iv) Culture v) Personality vi) User Companies to known position brand occupies in the consumer mind Building brand identity – producers must place in consumers mind the brand identity they want to create

Brand Management Essay

784 words - 4 pages identity or name and logo (Zaichkowsky, 2010). PRL’s brand name and Polo’s logo are both recognisable and highly regarded in the fashion world (Johson at al., 2005). The upscale image of a polo player fits the core identity of PLR, which includes a country club lifestyle characterised by good taste; classic, elegant, understated clothing; and exceptional quality and craftsmanship (Aaker & Joachimsthaler, 2000). By fixing higher prices to his

Identity Based View of Organization

3841 words - 16 pages identities as well (Balmer J.M.T 2008), most of the companies these days no matter what their country of origin is, as they go global try to link their identity with the national values of country they are operating in, unlike the above mentioned some company base their identity on their country of origin and on occasions country of origin can result in brand trust (Alfred Rosenbloom James E. Haefner 2009). Corporations have individual identities as

Marketing Case Study

593 words - 3 pages resources or in other word, budget, it implemented both brand extension strategy and multi-brand strategy, aim to distinguish their products from other competitors. To further spread the brand image to more customers P&G decided to become the nation’s largest advertiser. As P&G has its single brand identity - a separate brand for each product. For example, in laundry detergents P&G offers uniquely positioned brands such as Tide, Bold, etc

Brand Audit Mortein

1730 words - 7 pages the corporate brand increases so too does that of the product brand. This is a favorable situation for Mortein as efforts to build corporate brand identity can translate into strong, favorable and unique product associations. In terms of the benefits being sought, the majority of respondents ranked functional, protection and hygiene benefits as most important when using insecticides. If Mortein is able to enhance the brand imagery amongst this

Brand Equity

1373 words - 6 pages . Keller that views brand equity as a development process which focus on building strong connections between customer and the brand. According to Kotler et al (2012), the first stage of brand development is brand identity where the consumers are beginning to understand what the brand is. Salience refers to how often and how easily consumer thinks of the brand under various purchasing situations. The second stage is meaning, where consumers

Strategic Brand Management

2363 words - 10 pages value of the associations in attitude formation and decision-making, and of their deliverability or performance probability. The chapter then outlines the Customer-Based Brand Equity Model, which maintains that building a strong brand involves a series of logical steps: 1) establishing the proper brand identity, 2) creating the appropriate brand meaning, 3) eliciting the right brand responses, and 4) forging appropriate brand relationships

“Inditex: 2012” (Harvard Business School 9 – 713-539 – Published On June 3, 2013)

917 words - 4 pages than companies in B2B industries. Market segmentation is a good way to increase the company’s influence to consumers who make purchasing decisions based on factors which vary drastically from one consumer to another. It would be difficult for one brand to position itself to match this variation and still maintain a strong brand identity. Therefore, by diversifying its brands, a company can fill multiple market positions to maximize relevance to

Advertising Review

1728 words - 7 pages market -Brand and unicity: identify a group of products and make it different from competitors Brand – a name, term, sign, symbol or design, or combination of them, intended to identify goods and services of one seller, or group of sellers, and to differentiate them from those of competition. Brand is a contract: a promise perceived by the client ready to be loyal and pay more. Brand has identity: tangible attributes + intangible

Brand Personality

4040 words - 17 pages for studies cross brands from different product categories. From practitioner’s perspective, this new scale renders them use brand personality to build brand identity and brand equity with more flexible because it can be used on not only an individual brand level but also an industry level (Geuens et al., 2009). Moreover, as mentioned above, Aaker’s measure scale has been criticized for including other human characteristics that ought to be

Mangement Issue

1006 words - 5 pages moment (1990: 52). What we now pass on to those generations, demonstrated by this study, is the brand itself. The product becomes a symbol of the socialization process and can function as a "bridge" or "fence" as individuals interpret their own identity. Sharyn Rundle-Thiele, in his study “Assessing the performance of brand loyalty measures”Stated that We examine a model of six latent constructs and propose that true brand loyalty can be

Related Essays

Brand In China Essay

1021 words - 5 pages Differential Effect Brand Equity arises from differences in CONSUMER response What CONSUMERS learn, felt, seen, heard, experienced over time Reflected in CONSUMER perceptions, preferences, and behavior related to all aspects of the marketing of a brand The Brand is in the Mind of the Customer •  What do I know about it? •  What do I feel towards it? •  What was it like to use? How does a Crow count? 5 Brand Identity “Brand identity is a

Integrated Marketing Communication Essay

2128 words - 9 pages generate desirable customer responses. Therefore, we contend thatIMC potentially can make firms more efficient and/or effective in communicating with their intended target markets, and in turn, can help firms in achieving superior financial performance through higher brand equity. In the next section, we present and discussIMC strategy and brand identity strategy as critical components of the firm's overall Brand Identity Strategy andIMC

Gfdsafasdf Essay

564 words - 3 pages • Positioning is vital to brand management because it takes the basic tangible aspects of the product and actually builds the intangibles in the form of an image in people’s minds. If personality is the main part of brand identity, positioning is the other pillar of a brand’s strategic platform. Pg 33 • Most positioning is repositioning. You will need to reposition if you want to change it. Eight reasons for repositioning: 1. Poor

Brand Building Essay

2388 words - 10 pages should be within the normal brand identity that is accepted by consumers. Any deviation from the brand ID may not be successful. Aaker has identified five dimensions of brand personality – sincerity, excitement, competence, sophistication and ruggedness, which define the framework for brand identity and brand extension. Brand stretching is where the brand name is extended to unrelated markets or product categories. However, such extensions can have a