WHAT IS BRANDING


brand definitions

Brand Description

The word brand as the origin is derived from a word which means the word anlam Norse ı and means “burn” or ”burn Kö (brandr). Because the first use as primitive started in animal farms. Farmers define their animals by distinguishing their animals from each other and from their owners by a kind of stigmatization.

The American Marketing Association brand; It identifies the name, symbol, term, sign, pattern, or combination thereof, to identify and distinguish the products or services of a vendor or group of sellers from their competitors (Keller, 1998:2).

Similarly, Betts (1994) defines the brand as a name, symbol, design, or a combination thereof, which defines the product of a particular organization to create a sustainable, differentiated advantage.

In addition, the brand means securing a company's future, products and services through loyalty, using emotional values ​​as well as rational values ​​(Gilmore, 2003).

Trademark is any sign that can distinguish the goods or services of an enterprise from others and can be published by printing. Words, shapes, letters, numbers, color combinations, or combinations of all these signs, including contact names, may be marks.

A brand is a name, a symbol, an expression, a sign, a design, or a combination of all these; its goal is to differentiate it from its competitors by defining the product or service of a vendor or vendor group.

The brand is also the sum of the features that make the presentation of a product unique. A company can imitate a product, but not a brand. In a sense, the brand is the personality of the product, the meaning it carries for the customer, the feeling that awakens at the customer when it encounters or uses it.

brand definitions

Consumers interact with brands and brands in a way that is shaped according to some of the basic characteristics and the perception and attitude that consumers have aroused.

Many brand definitions and explanations focus on the methods used to differentiate or emphasize the benefits to the consumer who buys the brand. These are definitions and explanations that describe brands as an image in the minds of consumers.

Therefore, it is very important to define the characteristics of the brand. Because this form of expression will constitute a situation that enables enterprises to make strategic decisions. Famous brand expert Aaker proposes the following by bringing the strategic importance of understanding the brand.

Understanding the brand, enriching people's perceptions and attitudes towards the brand; they can help their strategies, contribute to a differentiating brand identity, lead the communication effort, and also create brand equity.

Brand definitions are generally categorized in many respects. In general, these definitions are lı Business Oriented Genel or lı Customer Oriented Genel.

Brand Definition Types


Business Oriented Brand Definitions Some Institutions and Researchers
• American Marketing Association (1960), Watkins (1986)
Bennet (1988), Aaker (1991), Stanton et al. (1991)
• Doyle (1994), Kotler (1996)
Dibb et al. (1997)

Some Researchers Who Make Consumer Focused Brand Definitions
• Boulding (1956), Martineau (1959), Levitt (1962)
• Sheth et al. (1991), Ambler (1992), Brown (1992)
Murphy (1992), De Chernatony and McDonald (1992)
Goodyear (1994), Aaker (1996), Alt and Griggs (1998)

”Being a Brand“; Business (Management, Organization, System), Production (goods / services), Marketing, Sales, Distribution, Service and Publicity (Advertising, Visual Identity, Public relations) issues, as a whole is a successful organization (fully efficient) means. So it is the component of many topics.

Branding Concept for International Market – Brand  Details for Exporters & ımporters


Nowadays, when you define the brand, it is recommended to create a concept that will be accepted all over the world when you define your brand, from the word, colors and symbols you use. Because now, a brand, the journey of branding, all the world should be set to make products to be sold. 

Your target should not only be domestic market, you should be able to sell your brand to different countries as an exporter and export to all countries without needing to change your brand. Your potential customers, importers, brands in different cultures will be able to use your brand in this way. 

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