100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
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

Summary

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

 5 views  1 purchase
  • Course
  • Institution

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...

[Show more]

Preview 1 out of 3  pages

  • May 27, 2021
  • 3
  • 2020/2021
  • Summary
avatar-seller
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

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller helperatsof1. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $7.49. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

81989 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$7.49  1x  sold
  • (0)
  Add to cart