Typically a common denominator among e-brands is the focus on delivering a valued service or experience in the virtual environment. Answer the question s below to see how well you understand the topics covered in this outcome. This short quiz does not count toward your grade in the class, and you can retake it an unlimited number of times. Use this quiz to check your understanding and decide whether to 1 study the previous section further or 2 move on to the next section.
Skip to main content. Module 9: Branding. Search for:. Individual Brands The most common type of brand is a tangible, individual product, such as a car or drink. Service Brands A service brand develops as companies move from manufacturing products to delivering complete solutions and intangible services. This category includes the following: Classic service brands such as airlines, hotels, car rentals, and banks Pure service providers such as member associations Professional service brands such as advisers of all kinds—accountancy, management consultancy Agents such as travel agents and estate agents Retail brands such as supermarkets, fashion stores, and restaurants Organization Brands Organization brands are companies and other entities that deliver products and services.
Personal Brands A person can be considered a brand. Back to all blogs. What are the Different Types of Brands? Product Brands Product brands are those companies that are often defined by their first or most popular product. Individual Product: like Coca-Cola or Pepsi. Product Range: Most car brands represent a product range brand — think Ford with several distinct models under that brand umbrella Ingredient Brand: Ingredient brands and branding are great for cross promotion.
For example, Arm and Hammer baking soda in an individual product brand unto itself, but it gets additional promotion as a trusted ingredient in everything from deodorant to toothpaste to laundry detergent Service Brands A service brand is just that — a brand that is defined by the service that it provides.
Event Brands Event brands produce events which deliver a consistent branded experience to its attendees, in turn creating long term consumer loyalty. But what exactly does it mean to establish a brand? What is branding, exactly?
And, even though it may be as trackable and directly connected to the bottom line as sales, why is branding ultimately much more important than closing sales? In the book Principles of Marketing by Philip Kotler and Gary Amstrong , this simple definition for brand is given: Brand is a "name, term, sign, symbol or combination of these that identifies the maker or seller of the product. This is a good definition, at least as a start, but we know that brand means more than the identity of the manufacturer of a product.
In this social, connected, high-tech world, branding has come to mean so much more. Personal branding expert Gary Vaynerchuk explains brand as reputation. Adding to that, Patrick Hanlon's book Primal Branding helps us to see that modern brands have the potential to create communities, to gather people to a cause.
Thinking of brand as a reputation, let's look at the three types of branding we marketers need to be thinking about and be prepared to master. What are the three types of branding? Think of the different things or people that could gain a reputation. These might be:. Many companies may have all three of these brand types, so we want to make sure we understand each of them.
Strike that. Any company has a reputation of some kind, be that good or bad. The trick is in crafting a positive reputation and helping as many people as possible know about it. The reputations these companies and organizations have don't exist by accident. They are purposeful, the result of smart branding.
Unlike luxury brand value brand operates on price and offers basic services for a lower price. The target audience of value brands are the middle and is over the market which forms a volume of the entire market. Since the work on higher volumes, it is necessary that the price their product is lower.
Titan is an example of a value brand. Although companies are not started to make two brands to tap every customer and gain more of market share. These focus only on constantly improving the product by advanced breakthroughs in technology. Innovation as the primary aim and hence these are unique to the market and it sometimes maybe even the first in the market.
Apple is known for its innovation in the market and Apple products are considered as innovative products. They are closely linked with a personal brand of an individual. For example, a particular celebrity association with a particular brand every time and watching that celebrity reminds you of that brand.
When a small group of branded entities has interconnected brand equity and individual brand as well, it is known as Group Branding. In this, the group, as well as its members, have a brand identity. For example, the Beatles presented up brand in its entirety as well as for all of its members.
It is the idea of many countries to brand the best places they have to the world. These Geographic brands can be countries or States or cities or even buildings or streets. The government of the respective place works extensively to develop these brands and they often attract commerce and economic investments along with tourism and new residents. A perfect example of the geographic brand would be B Baker Street in London which is the brand in itself associated with the famous character of Sherlock Holmes.
These exist in the virtual world and have a presence over the web. They provide products or services depending on their categories and also the presence maybe intangible the products are very tangible.
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