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Summary DF1.docx BUSI 520 Discussing Branding Liberty University BUSI 520: Strategic Marketing Management Concept of Branding Branding is essentially the result of finalizing the idea of how to market your specific product. Branding brings together all of $7.49   Add to cart

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Summary DF1.docx BUSI 520 Discussing Branding Liberty University BUSI 520: Strategic Marketing Management Concept of Branding Branding is essentially the result of finalizing the idea of how to market your specific product. Branding brings together all of

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DF BUSI 520 Discussing Branding Liberty University BUSI 520: Strategic Marketing Management Concept of Branding Branding is essentially the result of finalizing the idea of how to market your specific product. Branding brings together all of the assets and abilities of your product. Then, t...

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  • May 27, 2021
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BUSI 520
Discussing Branding

Liberty University

BUSI 520: Strategic Marketing Management



Concept of Branding

Branding is essentially the result of finalizing the idea of how to market your specific

product. Branding brings together all of the assets and abilities of your product. Then, they are

combined into a single, purpose-driven statement to create a unique image of what your product

is all about. “Corporate brands are marks denoting ownership; image-building devices; symbols

associated with key values; means by which to construct individual identities; and a conduit by

which pleasurable experiences may be consumed” (Abratt & Kleyn, 2012, p. 5) Branding can be

broken down into the following four strategies: stand-alone or family, national or store, licensing,

and co-branding. Stand-alone or family branding is determining whether or not your product is

included in a bigger lineup of products, or if it is a singular entity. National or store brand refers

to whether a product is marketed nationally under the same name, or created and sold by a

specific store. Licensing is the act of giving other manufacturers the rights to distribution of your

product for you, for a percentage of the profits. Finally, co-branding is when multiple products in

the same brand line join together to market with each other. This can be done as products under

the same company, or as products from different companies.

In addition to product branding, internal branding is also a vital part of the success of a

brand. Internal branding is the strategy employed to attempt to connect your employees to your

unique brand. Internal branding seeks to connect your employees emotionally to your brand, the

same way external branding focuses to connect potential consumers to your product. “The

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