WHAT IS A BRAND?

A brand is the way a product, company, or individual is perceived by those who

experience it. Much more than just a name or a logo, a brand is the recognizable feeling
these assets evoke.

Think of a brand. Any brand. We’re pretty big fans of Apple around here, so we’ll go with
that.

What is the Apple brand?

It isn’t computers and phones and other cool stuff we can’t live without. Those are the
products Apple manufactures.

And it isn’t slick TV ads or dramatically staged presentations or chicly minimalist

storefronts. That’s all marketing and advertising. It’s admittedly pretty cool marketing
and advertising, but still.

Even Apple’s name and logo don’t encompass what we mean when we talk about the
Apple brand.

It turns out the Apple brand isn’t any “thing” in the classical sense of the word. You can’t
hold it or hear it or even touch it. WHY??

That’s because brands live in the mind. They live in the minds of everyone who
experiences them: employees, investors, the media, and, perhaps most importantly,
customers.

Simply put, brands are perceptions.

BRAND NAME

A brand name or trade name is a name (usually a proper noun) applied by a

manufacturer or organization to a particular product or service. While a brand name is
sometimes simply the name of the founders of a company, such as John Deere or
Johnson & Johnson (founded by brothers Robert Wood, James Wood, and Edward
Mead Johnson), these days, brand names are most often strategically thought-out
marketing tools geared toward establishing consumer awareness and fostering brand
loyalty.

What is the Purpose of a Brand Name?

In its simplest form, a brand name is a form of a signature that gives credit to the creator
of a particular work or service and sets it apart from those created by others. Two of the
main purposes of brand names are:

 Identification: To differentiate a particular product or service from other like or

similar brands.
 Verification: To authenticate that a product or service is the genuine or desired
article (as opposed to a generic or knock-off).

It's the same principle as artists signing their paintings, journalists getting a byline, or
designers attaching a brand logo. A brand name is what consumers use to identify the
provenance and authenticity of the things they consume—be it a work of art, a film
franchise, a TV show, or a cheeseburger.

Fast Facts About Brand Names

 Brand names are usually capitalized, although in recent

years bicapitalized names (such as eBay and iPod) have become increasingly
popular. 
 A brand name may be used and protected as a trademark. In writing, however,
it's not usually necessary to identify trademarks with the notations ™ or ®.

The Meaning Behind Logo Colors

When you create a logo one of the biggest decisions is selecting your brand’s colors.
Picking the right palette helps establish your identity better and adds versatility to your
designs.

Color choices also give your logo depth by forging a visual connection to your
company’s values and personality. The right combination can visually communicate the
feeling your company is projecting to consumers.

More than just aesthetic appeal, colors help your brand connect with consumers on a
deeper psychological level. When you choose your logo and brand’s color palette,
you’re also selecting the emotions and associations you’re seeking to evoke.
This psychology of colors is an important consideration when you build a brand identity.
The right palette can convey deep meaning about your values and elicit specific
behaviors. By extension, the wrong choices can be harmful to your brand image.

Science has shown repeatedly that our brains react in diverse ways to specific colors.
By understanding how each color affects the mind and the emotions it stirs up, you can
create a more effective brand. It’s important to remember that this is a nuanced and
complex field that requires careful thought. Consider how each of these colors affect
emotions and psychology:

Red
One of the primary colors, and a universal symbol of passion, anger, and excitement,
red is a popular color in branding. If you’re looking for a loud, playful, and young brand
image, red is an ideal option. If you prefer a more understated, conservative approach,
red shouldn’t be on your color radar.

Some common associations for red include:

White
White tends to be ignored or relegated to the background, but this neutral color is
important. It can work as a secondary color to provide contrast, and can deliver a clean,
simple background for a logo. White is a reflective color that represents purity,
sophistication and efficiency. Brands trying to convey a level of exclusivity and luxury
can use white to resounding success.

Some common associations for white include

Yellow
This warm color is the shining example of friendliness and cheer. Brands which are
seeking to draw in consumers with a comforting, warm embrace and youthful energy
should look towards Yellow. Additionally, the color can radiate a playful and affordable
identity.

Some common associations for yellow include:

Orange
Orange is yellow’s more playful and energetic cousin. It mixes a more invigorating and
active emotion associated with red while employing yellow’s mellower tones. Orange is
great for brands looking to elicit feelings of vitality and happiness, such as travel
companies. Its aggressiveness tempered by friendliness presents a great color for calls
to action.

Some common associations for orange include:

Purple
For brands trying to exude an air of sophistication and royalty, purple is a top choice. It’s
also a great choice for those attempting to display their creativity and soothing identity.
Purple is a top choice by brands like cosmetics and high-end retail companies. Those
looking for a broader, down-to-earth appeal should avoid deep purples.

Some common associations for purple include:

Green
Green is one of the more restful colors, as it doesn’t force the eye to make any
adjustments. The color suggests a sense of balance and calm as well as a connection
to nature. Brands which are looking to portray an opportunity for fresh starts and
security can consider green as a way to relax the mind. It doesn’t pack the energetic
punch of the warm colors, so companies pursuing a bold statement may not prefer it.

Some common associations for green include:

Blue
Like the calm seas, blue inspires a sense of calm and spiritual awareness along with
feelings of trust. Blue is a great choice for healthcare and medical brands which are
attempting to inspire a sense of calm and healing. On the other hand, deeper blues offer
corporate brands a sense of confidence and professionalism. However, overusing blue
can make a brand appear cold and detached.

Some common associations for blue include:

Brown
The deep hues of brown inspire a sense of seriousness without black’s stronger
overtones. It remains softer and its connection to natural tones makes it a more
grounded choice. Brands looking to portray a sense of quiet supportiveness and
reliability could do well with brown. Its connection to nature also offers a sense of
rugged, yet warm feelings.

Some common associations for brown include:

Pink
Often considered the most feminine color, pink shades are nonetheless versatile. Being
a lighter shade of red, brands which employ pink can retain a sense of energy and
cheer blended with a perception of soothing calm. This is a feeling sometimes
associated with sex and sexuality. It also shines a nurturing light that soothes and
reminds us of the feminine principle.

Some common emotions associated with pink include:

Gray
Unlike many of the other colors, gray is one of the most neutral shades available.
Brands often choose it for its timeless, practical, and unbiased feeling. It’s ideally used
as a secondary color to provide a calmer and more neutral background to bold colors,
though some companies (like Apple) use it with resounding success.

Some common associations for grey include:

Black
Considered the absence of colors, black can still be a powerful color to include in
branding. Black is traditionally seen as a symbol of professionalism and seriousness.
However, it can also be used to elicit feelings of elegance, substance, and power.
Brands which pick black are looking to make a powerful statement and convey a sense
of authority and respectability.

Some common associations for black include:

Over to You
Colors are an important aspect of your brand’s identity. When you create a logo, you
should take some time to consider what each color says about your company.
Understanding the right blend of colors can help you better communicate your
message.

Think about the emotions you are trying to elicit, and how you want your consumers to
respond to your brand. By choosing the right color combination, you can help your
brand leave a lasting impact that shapes a more powerful connection with your
audience.

To start your design process, create a logo online with Tailor Brands, and automatically
get on-brand color choices for your logo design.

Why is branding important?

Branding is the nuanced art of actively shaping your brand. With creativity, skill and
strategy, a brand can establish an identity that sets itself apart from the competition and
sparks a connection with its audience.

Even the best businesses would seem dull without good branding. Illustration
by Vladanland.

Branding is what gives you a reputation and, ultimately, a future. Because of the
importance of branding, businesses and organizations should build a strong brand right
from the start so they can consistently maintain it as they grow.

Brands have different meanings to us all, but some brands seem to mean very clear
things to a lot of people. Some brands have an unfair advantage because they are
associated with awesome concepts, like Nike to athletic performance.

WHAT IS A BRAND association?

A brand association is a mental connection between a brand and a concept.

Brand associations are thoughts that pop to mind when a person thinks about a
brand, such as “soft” for Cottonelle or “athletics” for Nike.

Brand associations are the connections in out minds between a brand and people,
places, things, and emotions. When a brand and another thought occur together in
anyone’s mind, they neurologically connect and are more likely to be thought of together
in the future. These associations may turn people to or away from your brand. Being
mindful and strategic about them will build brand equity efficiently.
 The associations developed by top brands.
Examples of brand associations are:

o Downy is soft
o Tesla is electric
o Coca-Cola is classic
o BMW is driving performance
o Apple is simple
o ZARA is fashionable
Brand Personality Definition

Brand personality refers to human characteristics associated with a brand.

They’re expressed as adjectives that convey how you want people to perceive you (e.g.
cheerful, youthful, dependable, friendly, responsible, sophisticated and so on).
It can also refer to demographic characteristics like gender, age, and social class. For
example:

 If Harley Davidson were a person, it would be a man. Victoria’s Secret, a woman.

 Apple would be a young, hip, creative and Microsoft would be a mature

professional.

 Chanel would live in a mansion and TJ Maxx would live in a low-rent apartment.

If you think about your brand as a person with unique personality traits, you can begin to
show up in a way that allows you to connect with your humans (the clients you want to
attract) on an emotional level.
And that’s important because emotion is what drives decision-making, and that includes
purchasing decisions.
Think about Apple customers. You know there’s no point in arguing the merits and
benefits of purchasing a PC — for them, there is no substitute. Buying an Apple product
says something about them. 

"A brand community is a group of customers who are invested in a brand beyond what
is being sold. These customers want to become a part of the brand itself."
If brand community comes from customers being invested in a brand, what does that
even mean? In this case, investing comes in the form of the emotional
connections made when customers put their money, time, and interest in more than just
a simple purchase.

No matter how they’re are made, the purpose of these connections is to build the
relationships that will form your brand community.

What can you benefit from forming these relationships and having a brand community
though? Not only can they break your dependence on advertising, but more importantly
they enable long-term, sustainable growth based on repeat purchases from high-value
customers.

What is a branding strategy?

A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a
series of long-term goals that ultimately result in the identification and preference of your brand
by consumers. A successful branding strategy encompasses the brand's mission, its promises
to its customers, and how these are communicated.

Umbrella branding (also known as family branding) is a marketing practice

involving the use of a single brand name for the sale of two or more related products. [1]
[2]
 Umbrella branding is mainly used by companies with a positive brand equity (value of
a brand in a certain marketplace). [3] All products use the same means of identification
and lack additional brand names or symbols etc. This marketing practice differs
from brand extension in that umbrella branding involves the marketing of similar
products, rather than differentiated products, under one brand name. [4] Hence, umbrella
branding may be considered as a type of brand extension. The practice of umbrella
branding does not disallow a firm to implement different branding approaches for
different product lines (e.g. brand extension).[5]

  A House of Brands is the exact opposite of a Branded House. Whereas a

Branded House maintains the focus on a single, well-known and consistent
brand, there exists a separate identity for each of the brand products which
makes it distinct from the rest. One of the positives associated with this approach
is that it gives great flexibility and freedom of action. On the contrary, the
negative aspects of it would be, possible absence of synergies between brands ,
budget increase due to  need for investment to build up many brands and also
risk related with brand confusion. 
Starbucks Corporation[edit]
Starbucks Corporation (operating as Starbucks coffee) is an American multinational
coffee company, which markets all of their products under their corporate brand name.
Some products produced by Starbucks include:

 Starbucks Coffee
o Various types of coffees.[17]
 Starbucks Tea
o Various types of teas.[18]
 Starbucks Drink-ware
o Various types of drink-ware such as cups, mugs and tumblers. [19]
 Starbucks Equipment
o Various types of equipment such as coffee machines.
 Starbucks Syrups and Toppings
o Various types of syrups and toppings
Apple Inc.[edit]
Apple Inc. is an American multinational technology corporation that develops and sells a
range of consumer electronic goods and services. Apple Inc. market all their products
under their corporate brand name including: [33]

Apple Inc. Corporate brand logo.

 Macintosh
o Line of personal computers developed by Apple Inc. [34]
 iPhone
o Line of smartphones developed by Apple Inc.[35]
 iPad
o Line of tablet computers developed by Apple Inc. [36]
 iPod
o Line of portable media-players developed by Apple Inc. [37]
 Apple Watch
o Smart-watch developed by Apple Inc.[38]

The Coca-Cola Company[edit]

The Coca-Cola Company is a multinational corporation manufacturing various
beverages. The corporation also implements umbrella branding within the individual
brands for various flavored beverages including:
The Coca-Cola Company Corporate brand logo.

 Coca-Cola
o Brand of carbonated soft-drinks that are manufactured in different variants
such as: Coca-Cola, Diet Coke, Cherry Coke, Vanilla Coke, Coca-Cola Zero and
Coca-Cola Life.[39]
 Fanta
o Brand of fruit-flavored carbonated soft-drinks that are manufactured in
different variants, with the most popular flavors being: Fanta Orange, Fanta
Orange Zero, Fanta Lemon, Fanta Lemon Zero and Fanta Fruit Twist (view full
list here).[40]
 Minute Maid
o Brand of various fruit beverages, including 100 different fruit juices. [41]
Other companies that have implemented umbrella branding in their marketing strategy
include: Nivea (German personal-care brand),[42] Marriott (hospitality company)
[43]
 and FedEx (Global courier delivery corporation). [44

Lets discuss on HOUSE OF BRANDS APPROACH?

  House of Brands is home to numerous brands, each independent of one another,
and each with its own audience, marketing, look and feel. Recognize any of the
brands on the left? They’re all Proctor and Gamble (P&G)! P&G is a pretty well-
known brand on its own, but it’s the sub-brands that are the most easily
identifiable. Some of P&G’s most well-known sub-brands include: Tide, Charmin,
Bounty, Pampers, and Dawn.

Procter & Gamble[edit]

Procter & Gamble (also known as P&G) is an American multinational corporation,
providing a range of consumer products. [22] Although P & G create individual product
brands (e.g. Pampers or Pantene), umbrella branding is implemented within the
individual brands.[23] Some individual brands owned by P & G include:

Procter & Gamble corporate logo.

 Pantene
o Brand of haircare products, including shampoos, dry shampoos,
conditioners, moistures, hair-styling products and others. [24]
 Oral-B
o Brand of oral-hygiene products such as toothbrushes, toothpastes, dental
floss and mouthwashes.[25]
 Gillette
 o Brand of men's safety razors and other personal care products such as
shaving gels, foams, skin care, deodorants and shower gels. [26]
 Vicks
o Brand of over-the-counter medication including medication for cold & flu,
cough relief, sinus relief and occasional sleeplessness. [27]
P & G create individual brands for different product lines and then implement umbrella
branding within those brands in order to control profitable market sections. This strategy
allows P & G to abstain from the risk of damaging the corporate brand's image from the
release of an unsuccessful product, as the brands are not interconnected. [28]
Unilever has a portfolio that ranges from food to hygiene products. You may have some
Lipton products in your fridge or pantry, and Dove located in the shower. Both are major
brands in their product categories, but they are both connected as sub-brands of
Unilever.
.

So, WHICH WOULD BE YOUR BEST CHOICE BETWEEN THE TWO

APPROACHES?
The fundamental factor is knowing our market, our brands product and our capacity to
extend the products life. It all depends on how well we project ourselves and what suits
our business, whether a single entity with single identity or a brand diversification.

Brand Extension

  A brand extension, by contrast, occurs when an existing brand launches

a product into an entirely new category. A brand extension, by contrast,
occurs when an existing brand launches a product into an entirely new
category in other words it is the use of established brand names to
enter new product categories or classes.

Example: A popular brewery opens a distillery under the same (or similarly-
themed) name. Or, that same brewery uses its spent grain to make new
products, like candles or dog treats. Another example is the COCA COLA
products from coca cola classic they’ve extended to light zero diet and coca
cola life!

Through a brand extension, you’re leveraging the weight of your parent brand
itself to lend credibility to a new product. The more established or respected
your company, the more effective this approach will be.

Co-branding

Co-branding is a strategic partnership between two companies (can be in the

same industry or completely different) to create a product that bears both of
your names. Co-branding leverages the strength of each brand to create
something cool and premium, all while introducing each company to the
other’s customer base. This approach can also help both parties achieve
deeper market penetration within their respective categories. Additionally, this
approach can help you break into a new category altogether.

In this networked world, more and more successful local brands are attempting
global roll-outs. What does it take to repeat the success you’ve had at market
level when you launch globally? Here are my five rules to fortune:
 

1. UNDERSTAND THE MARKET AND HOW IT’S CHANGING

2. UNDERSTAND THE CUSTOMERS’ PERCEPTION

3 .POSITION BASED ON INSIGHT AND HUMAN TRUTHS

4. CAN YOU USE YOUR LOCAL HERITAGE? 

5. UNDERSTAND THE CATEGORY

Many companies get their rollout strategy wrong because they look at geographical or
As already mentioned we are living in a global community today, so even if you
don’t plan (for now) to launch in other markets, your image can still be impacted
across the globe by a badly-chosen name.
A store brand, often referred to as a generic product, is manufactured or acquired by a
retailer for exclusive sale to consumers. Store brand examples include anything from
jars of pickles to windshield wiper blades.

The Pros of Store Brand

A core benefit of a store brand is that you own it. It is a brand unique to your store that
you can market as your own. Store brands also usually allow for higher profit margins.
When you control the production and development, costs are typically lower.
 Not all store brands are made by the company that brands and sells them. Some
"private label" products are made by a single manufacturer, but sold by various
retailers, each putting its own store brand on the products. Store brands are often
placed at lower prices than national brands, but yield higher profit. During tough
economic periods, customers typically put greater emphasis on low-cost products.

What is Brand Equity?

Brand equity is a marketing term that describes a brand’s value. That value is
determined by consumer perception of and experiences with the brand. If people think
highly of a brand, it has positive brand equity. When a brand consistently under-delivers
and disappoints to the point where people recommend that others avoid it, it has
negative brand equity.

Positive brand equity has value:

 Companies can charge more for a product with a great deal of brand equity.
 That equity can be transferred to line extensions – products related to the brand
that include the brand name – so a business can make more money from the brand.
 It can help boost a company’s stock price.

How Brand Equity Develops

Brand equity develops and grows as a result of a customer’s experiences with the
brand. The process typically involves that customer or consumer’s natural relationship
with the brand that unfolds following a predictable model:

 Awareness – The brand is introduced to its target audience – often with

advertising – in a way that gets it noticed.
 Recognition – Customers become familiar with the brand and recognize it in a
store or elsewhere. 
 Trial – Now that they recognize the brand and know what it is or stands for, they
try it. 
 Preference – When the consumer has a good experience with the brand, it
becomes the preferred choice. 
 Loyalty – After a series of good brand experiences, users not only recommend it
to others, it becomes the only one they will buy and use in that category. They think
so highly of it that any product associated with the brand benefits from its positive
glow.