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BRANDING

Learn What a Branding Campaign Is

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The branding banner ad campaign is similar to a traditional print, radio, or TV campaign. The core concept behind a branding campaign is that if you put a positive message about your company in front of enough people for enough time, they will think about you when it comes time to make a purchase. To really understand what a branding campaign can do for your business, you'll want to review these basic branding concepts.

Understand Basic Branding Concepts
Brand: A brand is more than simply a logo; it encompasses the entire experience that a person has with a company. Simply defined, the brand is the immediate image, emotion, or message that people experience when they think of a company or product.

Brand association: The attributes (ideally positive) that people think of when they hear or see a brand name. For example, most people think of safety when they think of Volvo, so "safety" is Volvo's brand association.

Brand name: The word(s) by which a company or product is known. An effective brand name gives a good first impression and evokes positive associations. This can be done subtly ("Adobe" or "Maxima") or not so subtly ("Happy Meal" or "Yahoo!").

Brand personality: The emotional connotations of a brand. Companies often use a spokesperson (for instance, Cindy Crawford for L'Oreal), an animal (the Taco Bell chihuahua), or even an inanimate object (the Prudential rock) to give their product the desired personality - glamour, cute quirkiness, or reliability/longevity, respectively, in the preceding examples.

Logo: A textual and/or graphic image that identifies a company or product while also communicating the brand. Sometimes the logo becomes more than just letters or shapes and is actually inseparable from the brand association. For example, dthe McDonald's golden arches are more than a big yellow "M"; they impart a sense of place (arches representing an entry to something grand) and product (golden evoking images of fries and other fast food).

Positioning: Where a company or product fits in the marketplace. Position is determined by a company's core business or product offering, the benefits it provides to consumers and society, and the advantages it has over its competition. For example, Honda's position may be summarized as "we manufacture motor vehicles in a wide range of models that provide comfort, reliability, and fuel efficiency at competitive prices."

Tag line: A catchy, memorable phrase or sentence that expands on the logo concept to further describe the company or product brand. Successful tag lines are so catchy that people can recognize the company by the tag line alone, without a name or logo (think of "Just do it" or "Don't leave home without it").

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Last updated: Mar 27, 2000




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