What is branding
For those who work in business oriented to the general consumer, especially – in the sphere of services,
the answer to the question may seem obvious. A brand is a trademark, a brand name. Accordingly,
branding as a process is the creation of a brand, its development.
In modern marketing it is called a complex of measures and actions aimed at creating a sustainable image
– associations, image of goods, meaning and emotional connotations of a product, service or company in general.
Why do we need branding?
In the modern world we are confronted with brands every day.
Many people intuitively understand what it is and why it is needed.
This includes the average consumer – the target audience.
Branding generally serves a purpose:
Increasing recognition and breadth of reach;
Strengthening distinction from competitors with identical products and offerings;
Increasing loyalty and expanding the base of regular customers;
Increasing the price of goods and services at the expense of additional value:
positive associations, emotions, confidence in the special quality of goods, their status, or other image advantages.
Although the brand itself is not a tangible product, but rather an intellectual one, its impact on the surrounding reality is quite tangible.
Remember this when you think about changing your phone or clothes to the brand that comes across most often in advertisements.
The urge is likely to be impulsive rather than expedient.
This is where branding differs from a brand name or corporate identity. A trademark is more on the formal side of things.
A registered trademark used in documents, on labels and in advertising, protected by copyright.
Corporate identity serves to individualize the product in the visual aspect – these are the graphic solutions that make it recognizable.
All this has to do with the brand, which, among other things, is expressed through these aspects,
but the brand itself is more of an emotional and associative concept and even philosophy.
This is what the consumer feels when he mentions the brand, the models, when he sees its identity.
The brand represents to some extent the opinion, perception and trust of customers.
The goals of branding include not only capturing the attention of the end-individual consumer, it also works great in the B2B segment.
History of origins
The history of branding can be traced back at least to the Middle Ages, when merchants and shopkeepers began to place distinctive marks
– such as brands – on their goods. Though the Egyptians have mentioned the first identification signs,
the prerequisites of branding, date back to the 4th millennium B.C., and later the Vikings did so.
We can say that the main reason for the emergence of branding,
identification of goods and manufacturers was the expansion of trade zones and globalization.
Later, the first manufactories appeared, small-scale production and automation developed.
Technical progress gave society new types of transport and high-speed information transfer,
which further accelerated, but also complicated the processes.
In the end, the milestones that led to the emergence of modern branding as we know it today are clearly traceable.