Research Paper: Branding and Brands

Research Paper

Words 1,210

This is a research paper on branding and brands. Branding and Brands have become such common words and have been used so much over the past few years; however a lot of people fail to agree on what they actually mean.

Introduction

Branding and Brands have become such common words and have been used so much over the past few years; however a lot of people fail to agree on what they actually mean. To demonstrate the point, David Haigh and Jonathan Knowles, present three of the definitions:

• “A logo and associated visual elements.” This, the most attentive of the definitions, sees a brand as just the trade names, trade symbols and trademarks that a company make and legally protects as a way of distinguish itself from its competitors within the marketplace. A logo becomes a brand when it becomes associated with affirmative values through the extensive provision of good products and good services.
• “A larger collection of trademark and related logical property rights.” away from the visual rudiments of branding, this explanation includes intangible marketing instruments such as domain names, packaging, written copy, advertising and product design rights – all of which can be record and legally protected. Further than this, though, the term “property rights” often also takes into account those other assets that are essential to deliver the promises of the brand. These may be precise knowledge and expertise, perhaps in the form of research, data, or software, or processes such as business models, supply chain figurations and manufacturing techniques. Intangible assets may also convey to market position intangibles, which are things like licenses, contracts, government permits and production quotas. This larger package of property rights is included in this definition of a brand because many believe that they have a huge part to play in building customer loyalty and maintaining brand quality and integrity. The brand is, then, something much deeper than just a logo.

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