Branding

Branding, then, is a management perspective that focuses on shaping the perceived value of the product as found in society .

Branding is a form of rhetoric ‒ an instrument to persuade people to think differently. Branding can create considerable value. But it can also be used in an exploitative manner. For branding to be a benevolent activity, four conditions need to hold:
‒ Firms and consumers are equipped with equal information about the product.
‒ Firms and consumers have equivalent sophistication in understanding how branding works.
‒ Consumers are not heavily reliant upon heuristic decision making.
‒ The authors of the branding effort are revealed .
The main branding strategies are:
1. Individual or separate family brand names.Consumer packaged-goods companies have a long tradition of branding different products by different names.
2. Corporate umbrella or company brand name.Many firms use their corporate
brand as an umbrella brand across their entire range of products. Development costs
are lower with umbrella names because there’s no need to run name research or spend heavily on advertising to create recognition.
3. Sub-brand name.Sub-brands combine two or more of the corporate brand, family brand, or individual product brand names.
The corporate or company
name legitimizes, and the individual name individualizes, the new product .

Sources:

⠀ fHolt, D. B. (2002). BrandsandBranding [HarvardBusinessSchoolNote 9-503-045]. Boston, MA: HarvardBusinessSchoolPublishing. Retrieved from: https://testconso.typepad.com/files/brands-and-branding-csg2.pd