{"id":4235,"date":"2016-01-23T03:12:38","date_gmt":"2016-01-23T03:12:38","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&#038;p=4235"},"modified":"2016-02-25T19:31:21","modified_gmt":"2016-02-25T19:31:21","slug":"reading-types-of-brands","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/reading-types-of-brands\/","title":{"raw":"Reading: Types of Brands","rendered":"Reading: Types of Brands"},"content":{"raw":"<h2>There Are Many Types of Brands<\/h2>\r\nMany kinds\u00a0of things can become brands. Different types of brands include individual products, product ranges, services, organizations, individual persons, groups, events, geographic places, private label brands, media, and e-brands.\r\n<h3><strong>Individual Brands<\/strong><\/h3>\r\nThe most common type of brand is a tangible, individual product, such as a car or drink. This can be very specific, such as the Kleenex brand of tissues, or it can encompass\u00a0a wide range of products. Product brands can also be associated with a range\u00a0of offerings, such as the Mercedes S-class cars or all varieties of Colgate toothpaste.\r\n<h3><strong>Service Brands<\/strong><\/h3>\r\nA service brand develops as companies move from manufacturing products to delivering complete solutions and intangible services. Service brands are characterized by the need to maintain a consistently high level of service delivery. This category includes\u00a0the following:\r\n<ul>\r\n\t<li>Classic service brands (such as airlines, hotels, car rentals, and banks)<\/li>\r\n\t<li>Pure service providers (such as member associations)<\/li>\r\n\t<li>Professional service brands (such as advisers of all kinds\u2014accountancy, management consultancy)<\/li>\r\n\t<li>Agents (such as travel agents and estate agents)<\/li>\r\n\t<li>Retail brands (such as supermarkets, fashion stores, and restaurants)<\/li>\r\n<\/ul>\r\n<h3><strong>Organization Brands<\/strong><\/h3>\r\nOrganization brands are companies and other entities\u00a0that deliver products and services. Mercedes and the U.S. Senate each possess strong organization brands,\u00a0and each has associated qualities that make up\u00a0their brand. Organizations can also be linked closely with the brand of an individual. For example, the U.S. Democratic party is closely linked with Bill and Hillary Clinton and Barack Obama.\r\n<h3><strong>Personal Brands<\/strong><\/h3>\r\nA person can be considered a brand. It can be comprised of one individual, as in the cases of Oprah Winfrey or Mick Jagger. Or it may be composed of a few individuals, where the branding is associated with different personalities. With the advent of the Internet and social media, the phenomenon of <em>personal branding<\/em> offers tools and techniques for virtually anyone to create a brand around themselves.\r\n<h3><strong>Group Brands<\/strong><\/h3>\r\n[caption id=\"attachment_2971\" align=\"alignright\" width=\"251\"]<a href=\"https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/wp-content\/uploads\/sites\/750\/2015\/06\/Oprah_Winfrey_Network.png\"><img class=\"wp-image-2971\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105345\/Oprah_Winfrey_Network-300x128.png\" alt=\"Oprah Winfrey Network logo: the word &quot;OWN&quot; is in large purple letters.\" width=\"251\" height=\"107\" \/><\/a> OWN: The Oprah Winfrey Network[\/caption]\r\n\r\nGroup branding happens\u00a0when there is a small group of branded entities that have overlapping, interconnected brand equity. For example, the OWN group brand of the Oprah Winfrey Network and the brand of its known members (Oprah and her team) are strongly connected. Similarly, the Rolling Stones represents a group brand that is strongly associated with the personal brands of its members (most enduringly, Mick Jagger, Keith Richards, Ronnie Wood, and Charlie Watts).\r\n<h3><strong>Event Brands<\/strong><\/h3>\r\nEvents can become brands when they strive to deliver a consistent experience that attracts consumer loyalty. Examples include conferences the TED series; music festivals like Coachella or SXSW;\u00a0sporting events like\u00a0the Olympics or NASCAR; and touring Broadway musicals like <em>Wicked<\/em>. The strength of these brands depends on the experience of people attending the event. Savvy brand managers from\u00a0product, service, and other types of brands realize the power of event brands and seek to have their brands associated with the event brands through sponsorships. Event\u00a0sponsorship is now a thriving big business.\r\n<h3><strong>Geographic Place Brands<\/strong><\/h3>\r\nMany places or areas of the world seek to brand themselves to build awareness of the essential qualities they offer. Branded places\u00a0can range from countries and\u00a0states to cities,\u00a0streets, and even\u00a0buildings. Those who govern or represent these geographies work hard to develop the brand. Geographic branding is used frequently to attract commerce and economic investment, tourism, new residents, and so on.\r\n<h3><strong>Private-Label Brands<\/strong><\/h3>\r\nPrivate-label brands, also called own brands, or store brands, exist among retailers that possess a particularly strong identity (such as Save-A-Lot). Private labels may denote superior, \"select\" quality, or lower cost for a quality product.\r\n\r\n[caption id=\"attachment_2973\" align=\"alignright\" width=\"250\"]<a href=\"https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/wp-content\/uploads\/sites\/750\/2015\/06\/Cnn.svg-1.png\"><img class=\"wp-image-2973\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105346\/Cnn.svg-1-300x144.png\" alt=\"CNN Logo\" width=\"250\" height=\"120\" \/><\/a> CNN Logo[\/caption]\r\n<h3><strong>Media Brands<\/strong><\/h3>\r\nMedia brands include newspapers, magazines, and television channels such as CNN.\r\n<h3><strong>E-Brands<\/strong><\/h3>\r\nE-brands exist only in the virtual world. Many e-brands, such as Amazon.com, have a central focus on providing\u00a0an online front end for delivering physical products or services. Others provide information and intangible services to benefit consumers.\u00a0Typically a common denominator among\u00a0e-brands\u00a0is the focus on delivering a valued service or experience in the virtual environment.\r\n<h2><strong>Check Your Understanding<\/strong><\/h2>\r\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.\r\n\r\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\r\n\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/788","rendered":"<h2>There Are Many Types of Brands<\/h2>\n<p>Many kinds\u00a0of things can become brands. Different types of brands include individual products, product ranges, services, organizations, individual persons, groups, events, geographic places, private label brands, media, and e-brands.<\/p>\n<h3><strong>Individual Brands<\/strong><\/h3>\n<p>The most common type of brand is a tangible, individual product, such as a car or drink. This can be very specific, such as the Kleenex brand of tissues, or it can encompass\u00a0a wide range of products. Product brands can also be associated with a range\u00a0of offerings, such as the Mercedes S-class cars or all varieties of Colgate toothpaste.<\/p>\n<h3><strong>Service Brands<\/strong><\/h3>\n<p>A service brand develops as companies move from manufacturing products to delivering complete solutions and intangible services. Service brands are characterized by the need to maintain a consistently high level of service delivery. This category includes\u00a0the following:<\/p>\n<ul>\n<li>Classic service brands (such as airlines, hotels, car rentals, and banks)<\/li>\n<li>Pure service providers (such as member associations)<\/li>\n<li>Professional service brands (such as advisers of all kinds\u2014accountancy, management consultancy)<\/li>\n<li>Agents (such as travel agents and estate agents)<\/li>\n<li>Retail brands (such as supermarkets, fashion stores, and restaurants)<\/li>\n<\/ul>\n<h3><strong>Organization Brands<\/strong><\/h3>\n<p>Organization brands are companies and other entities\u00a0that deliver products and services. Mercedes and the U.S. Senate each possess strong organization brands,\u00a0and each has associated qualities that make up\u00a0their brand. Organizations can also be linked closely with the brand of an individual. For example, the U.S. Democratic party is closely linked with Bill and Hillary Clinton and Barack Obama.<\/p>\n<h3><strong>Personal Brands<\/strong><\/h3>\n<p>A person can be considered a brand. It can be comprised of one individual, as in the cases of Oprah Winfrey or Mick Jagger. Or it may be composed of a few individuals, where the branding is associated with different personalities. With the advent of the Internet and social media, the phenomenon of <em>personal branding<\/em> offers tools and techniques for virtually anyone to create a brand around themselves.<\/p>\n<h3><strong>Group Brands<\/strong><\/h3>\n<div id=\"attachment_2971\" style=\"width: 261px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/wp-content\/uploads\/sites\/750\/2015\/06\/Oprah_Winfrey_Network.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2971\" class=\"wp-image-2971\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105345\/Oprah_Winfrey_Network-300x128.png\" alt=\"Oprah Winfrey Network logo: the word &quot;OWN&quot; is in large purple letters.\" width=\"251\" height=\"107\" \/><\/a><\/p>\n<p id=\"caption-attachment-2971\" class=\"wp-caption-text\">OWN: The Oprah Winfrey Network<\/p>\n<\/div>\n<p>Group branding happens\u00a0when there is a small group of branded entities that have overlapping, interconnected brand equity. For example, the OWN group brand of the Oprah Winfrey Network and the brand of its known members (Oprah and her team) are strongly connected. Similarly, the Rolling Stones represents a group brand that is strongly associated with the personal brands of its members (most enduringly, Mick Jagger, Keith Richards, Ronnie Wood, and Charlie Watts).<\/p>\n<h3><strong>Event Brands<\/strong><\/h3>\n<p>Events can become brands when they strive to deliver a consistent experience that attracts consumer loyalty. Examples include conferences the TED series; music festivals like Coachella or SXSW;\u00a0sporting events like\u00a0the Olympics or NASCAR; and touring Broadway musicals like <em>Wicked<\/em>. The strength of these brands depends on the experience of people attending the event. Savvy brand managers from\u00a0product, service, and other types of brands realize the power of event brands and seek to have their brands associated with the event brands through sponsorships. Event\u00a0sponsorship is now a thriving big business.<\/p>\n<h3><strong>Geographic Place Brands<\/strong><\/h3>\n<p>Many places or areas of the world seek to brand themselves to build awareness of the essential qualities they offer. Branded places\u00a0can range from countries and\u00a0states to cities,\u00a0streets, and even\u00a0buildings. Those who govern or represent these geographies work hard to develop the brand. Geographic branding is used frequently to attract commerce and economic investment, tourism, new residents, and so on.<\/p>\n<h3><strong>Private-Label Brands<\/strong><\/h3>\n<p>Private-label brands, also called own brands, or store brands, exist among retailers that possess a particularly strong identity (such as Save-A-Lot). Private labels may denote superior, &#8220;select&#8221; quality, or lower cost for a quality product.<\/p>\n<div id=\"attachment_2973\" style=\"width: 260px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/wp-content\/uploads\/sites\/750\/2015\/06\/Cnn.svg-1.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-2973\" class=\"wp-image-2973\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105346\/Cnn.svg-1-300x144.png\" alt=\"CNN Logo\" width=\"250\" height=\"120\" \/><\/a><\/p>\n<p id=\"caption-attachment-2973\" class=\"wp-caption-text\">CNN Logo<\/p>\n<\/div>\n<h3><strong>Media Brands<\/strong><\/h3>\n<p>Media brands include newspapers, magazines, and television channels such as CNN.<\/p>\n<h3><strong>E-Brands<\/strong><\/h3>\n<p>E-brands exist only in the virtual world. Many e-brands, such as Amazon.com, have a central focus on providing\u00a0an online front end for delivering physical products or services. Others provide information and intangible services to benefit consumers.\u00a0Typically a common denominator among\u00a0e-brands\u00a0is the focus on delivering a valued service or experience in the virtual environment.<\/p>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_788\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=788&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_788\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4235\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Revision and adaptation. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Licensing, Chapter 6: Marketing in global markets in Introducing Marketing. <strong>Authored by<\/strong>: John Burnett. <strong>Provided by<\/strong>: Global Text. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\">http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Branding, from Introduction to Business. <strong>Authored by<\/strong>: Linda Williams and Lumen Learning. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/chapter\/reading-branding-labeling-and-packaging\/\">https:\/\/courses.candelalearning.com\/masterybusiness2xngcxmasterfall2015\/chapter\/reading-branding-labeling-and-packaging\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":8,"menu_order":5,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Licensing, Chapter 6: Marketing in global markets in Introducing Marketing\",\"author\":\"John Burnett\",\"organization\":\"Global 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