{"id":221,"date":"2015-08-29T00:42:48","date_gmt":"2015-08-29T00:42:48","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=221"},"modified":"2024-05-15T14:49:42","modified_gmt":"2024-05-15T14:49:42","slug":"why-it-matters-branding","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/why-it-matters-branding\/","title":{"raw":"Why It Matters: Branding","rendered":"Why It Matters: Branding"},"content":{"raw":"<h2>Why analyze elements of a brand and explain how the brand-building process contributes to the success of products or services?<\/h2>\r\n<strong>Pop Quiz!<\/strong>\r\n\r\n<strong>Instructions:<\/strong> <em>Grab a piece of paper and jot down answers to the following questions:<\/em>\r\n\r\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/01\/23230254\/8452733327_3c0bc81dc3_o.jpg\" rel=\"attachment wp-att-5123\"><img class=\"alignright wp-image-5123\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/01\/23230254\/8452733327_3c0bc81dc3_o.jpg\" alt=\"A mug containing a foamy drink. The foam is in the shape of a happy cat.\" width=\"300\" height=\"300\" \/><\/a>\r\n<ul>\r\n \t<li>What is your favorite brand of clothing?\r\n<ul>\r\n \t<li>Why is it your favorite?<\/li>\r\n \t<li>List a word or phrase that describes how this brand makes you feel:<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>What is your favorite brand of car?\r\n<ul>\r\n \t<li>Why is it your favorite?<\/li>\r\n \t<li>List a word or phrase that describes how this brand makes you feel:<\/li>\r\n<\/ul>\r\n<\/li>\r\n \t<li>What is your favorite place to stop for coffee, donuts, a bagel, or some other\u00a0snack?\r\n<ul>\r\n \t<li>Why is it your favorite?<\/li>\r\n \t<li>List a word or phrase that describes how this place (which is also a brand) makes you feel:<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<em>Set the paper aside for a moment and keep reading. We'll come back to it.<\/em>\r\n<h2>The Power of Brand<\/h2>\r\nBrands are images that exist in your mind\u2013and in the minds of other consumers\u2013about the things around you: products, services, places, companies, people, entertainment, and so on. In a modern world that offers many choices, brands help simplify the decisions you\u00a0make about what to buy, where to go, and how to spend your time.\r\n\r\nBrands are powerful. When you explain why a brand is your favorite, you probably identify some of the traits or features of its products or services that explain rationally\u00a0what makes it better than others. But rational explanations are just part of the story. Strong brands are powerful because they also tap into emotions. They make you\u00a0feel a certain way, and that feeling is hard for any other brand to replicate\u2014let alone replace.\r\n\r\nBrands can cause people to spend more money on a product than they would otherwise. Brands can create a sense of loyalty and even lock-in\u2014that haloed point where a tribe of dedicated fans always chooses one company's product or services over another.\r\n\r\nSo how do they\u00a0do it? What's happening in marketing departments to create these powerful, emotional assets called brands?\r\n<h2>What Creates a\u00a0Brand Experience?<\/h2>\r\nGo back to your pop quiz responses. Pick one of your favorite brands and list 2\u20133 things the company behind the brand provides to help make that favorite\u00a0brand so memorable or special for you. It could be any of the following things\u2013or something else entirely:\r\n<ul>\r\n \t<li>Brand name<\/li>\r\n \t<li>Product design<\/li>\r\n \t<li>The shopping experience<\/li>\r\n \t<li>The post-purchase experience<\/li>\r\n \t<li>People or communities associated with the brand<\/li>\r\n \t<li>Product packaging<\/li>\r\n \t<li>Advertising<\/li>\r\n \t<li>Social media activity<\/li>\r\n \t<li>Customer service<\/li>\r\n \t<li>Comfort, convenience, or ease-of-use<\/li>\r\n \t<li>Attitude or personality of the brand<\/li>\r\n \t<li>Special information, deals, or promotions targeted to you<\/li>\r\n \t<li>Membership or loyalty programs<\/li>\r\n \t<li>Pricing or value for the money<\/li>\r\n \t<li>Events or activities tied to the brand<\/li>\r\n \t<li>Something else?<\/li>\r\n<\/ul>\r\nMarketers use these tools and many others to create the total experience with a product, service, or company that turns it into an actual \"brand.\" In this module, you'll learn how a brand starts and discover what it takes to coordinate all the different parts of the unique brand.\r\n<h2>The Paradox of Brand<\/h2>\r\nAlthough organizations take all kinds of measures to create and build brands, in fact, the brand <em>isn't<\/em>\u00a0just what the company says it is. In the end, the brand is what customers <em>believe<\/em> it is, as the following quote explains:\r\n<blockquote>So what exactly is a brand?\r\n\r\nA brand is a person\u2019s gut feeling about a product, service, or organization.\r\n\r\nIt\u2019s a gut feeling because people are emotional, intuitive beings. It\u2019s a person\u2019s gut feeling because brands are defined by individuals, not companies, markets, or the public.\r\n\r\nIt\u2019s not what YOU say it is.\r\nIt\u2019s what THEY say it is.\r\n<p style=\"text-align: right;\">\u2014Marty Neumeier, author and branding consultant, Neutron LLC<\/p>\r\n<\/blockquote>\r\nCompanies can do a lot to create and build brands, but the net impact and value is what happens inside the mind of the consumer. The supreme challenge of brand is to make your vision of your brand the same thing other\u00a0people\u00a0experience and believe about your brand.\r\n\r\nRead on to learn more.\r\n<h3>Learning Outcomes<\/h3>\r\n<ul>\r\n \t<li>Describe the elements of brand\u00a0and how brands add value to an organization\u2019s products and services<\/li>\r\n \t<li>Define brand equity and its role in measuring brand strength<\/li>\r\n \t<li>Explain the how marketers use brand positioning to align marketing activities and build successful brands<\/li>\r\n \t<li>Explain the importance of name selection in the success of a brand<\/li>\r\n \t<li>Discuss the role of packaging in the brand-building process<\/li>\r\n \t<li>Explain key strategies for developing\u00a0brands including brand ownership, brand and line extensions, co-branding and licensing<\/li>\r\n<\/ul>","rendered":"<h2>Why analyze elements of a brand and explain how the brand-building process contributes to the success of products or services?<\/h2>\n<p><strong>Pop Quiz!<\/strong><\/p>\n<p><strong>Instructions:<\/strong> <em>Grab a piece of paper and jot down answers to the following questions:<\/em><\/p>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/01\/23230254\/8452733327_3c0bc81dc3_o.jpg\" rel=\"attachment wp-att-5123\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-5123\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/903\/2016\/01\/23230254\/8452733327_3c0bc81dc3_o.jpg\" alt=\"A mug containing a foamy drink. The foam is in the shape of a happy cat.\" width=\"300\" height=\"300\" \/><\/a><\/p>\n<ul>\n<li>What is your favorite brand of clothing?\n<ul>\n<li>Why is it your favorite?<\/li>\n<li>List a word or phrase that describes how this brand makes you feel:<\/li>\n<\/ul>\n<\/li>\n<li>What is your favorite brand of car?\n<ul>\n<li>Why is it your favorite?<\/li>\n<li>List a word or phrase that describes how this brand makes you feel:<\/li>\n<\/ul>\n<\/li>\n<li>What is your favorite place to stop for coffee, donuts, a bagel, or some other\u00a0snack?\n<ul>\n<li>Why is it your favorite?<\/li>\n<li>List a word or phrase that describes how this place (which is also a brand) makes you feel:<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><em>Set the paper aside for a moment and keep reading. We&#8217;ll come back to it.<\/em><\/p>\n<h2>The Power of Brand<\/h2>\n<p>Brands are images that exist in your mind\u2013and in the minds of other consumers\u2013about the things around you: products, services, places, companies, people, entertainment, and so on. In a modern world that offers many choices, brands help simplify the decisions you\u00a0make about what to buy, where to go, and how to spend your time.<\/p>\n<p>Brands are powerful. When you explain why a brand is your favorite, you probably identify some of the traits or features of its products or services that explain rationally\u00a0what makes it better than others. But rational explanations are just part of the story. Strong brands are powerful because they also tap into emotions. They make you\u00a0feel a certain way, and that feeling is hard for any other brand to replicate\u2014let alone replace.<\/p>\n<p>Brands can cause people to spend more money on a product than they would otherwise. Brands can create a sense of loyalty and even lock-in\u2014that haloed point where a tribe of dedicated fans always chooses one company&#8217;s product or services over another.<\/p>\n<p>So how do they\u00a0do it? What&#8217;s happening in marketing departments to create these powerful, emotional assets called brands?<\/p>\n<h2>What Creates a\u00a0Brand Experience?<\/h2>\n<p>Go back to your pop quiz responses. Pick one of your favorite brands and list 2\u20133 things the company behind the brand provides to help make that favorite\u00a0brand so memorable or special for you. It could be any of the following things\u2013or something else entirely:<\/p>\n<ul>\n<li>Brand name<\/li>\n<li>Product design<\/li>\n<li>The shopping experience<\/li>\n<li>The post-purchase experience<\/li>\n<li>People or communities associated with the brand<\/li>\n<li>Product packaging<\/li>\n<li>Advertising<\/li>\n<li>Social media activity<\/li>\n<li>Customer service<\/li>\n<li>Comfort, convenience, or ease-of-use<\/li>\n<li>Attitude or personality of the brand<\/li>\n<li>Special information, deals, or promotions targeted to you<\/li>\n<li>Membership or loyalty programs<\/li>\n<li>Pricing or value for the money<\/li>\n<li>Events or activities tied to the brand<\/li>\n<li>Something else?<\/li>\n<\/ul>\n<p>Marketers use these tools and many others to create the total experience with a product, service, or company that turns it into an actual &#8220;brand.&#8221; In this module, you&#8217;ll learn how a brand starts and discover what it takes to coordinate all the different parts of the unique brand.<\/p>\n<h2>The Paradox of Brand<\/h2>\n<p>Although organizations take all kinds of measures to create and build brands, in fact, the brand <em>isn&#8217;t<\/em>\u00a0just what the company says it is. In the end, the brand is what customers <em>believe<\/em> it is, as the following quote explains:<\/p>\n<blockquote><p>So what exactly is a brand?<\/p>\n<p>A brand is a person\u2019s gut feeling about a product, service, or organization.<\/p>\n<p>It\u2019s a gut feeling because people are emotional, intuitive beings. It\u2019s a person\u2019s gut feeling because brands are defined by individuals, not companies, markets, or the public.<\/p>\n<p>It\u2019s not what YOU say it is.<br \/>\nIt\u2019s what THEY say it is.<\/p>\n<p style=\"text-align: right;\">\u2014Marty Neumeier, author and branding consultant, Neutron LLC<\/p>\n<\/blockquote>\n<p>Companies can do a lot to create and build brands, but the net impact and value is what happens inside the mind of the consumer. The supreme challenge of brand is to make your vision of your brand the same thing other\u00a0people\u00a0experience and believe about your brand.<\/p>\n<p>Read on to learn more.<\/p>\n<h3>Learning Outcomes<\/h3>\n<ul>\n<li>Describe the elements of brand\u00a0and how brands add value to an organization\u2019s products and services<\/li>\n<li>Define brand equity and its role in measuring brand strength<\/li>\n<li>Explain the how marketers use brand positioning to align marketing activities and build successful brands<\/li>\n<li>Explain the importance of name selection in the success of a brand<\/li>\n<li>Discuss the role of packaging in the brand-building process<\/li>\n<li>Explain key strategies for developing\u00a0brands including brand ownership, brand and line extensions, co-branding and licensing<\/li>\n<\/ul>\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-221\">\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>Why It Matters: Branding. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Coffee Art in 3D. <strong>Authored by<\/strong>: JC Awe. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/qqjawe\/8452733327\/\">https:\/\/www.flickr.com\/photos\/qqjawe\/8452733327\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/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":923,"menu_order":1,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Why It Matters: Branding\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Coffee Art in 3D\",\"author\":\"JC Awe\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/qqjawe\/8452733327\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"c78e7411-6bd8-4040-bc8a-b1ee03ffe358","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-221","chapter","type-chapter","status-publish","hentry"],"part":213,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/221","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/923"}],"version-history":[{"count":29,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/221\/revisions"}],"predecessor-version":[{"id":8046,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/221\/revisions\/8046"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/213"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/221\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=221"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=221"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=221"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=221"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}