√ Definition of Branding According to Experts, Functions, Purpose, Elements and Types
Definition of Branding According to Experts, Functions, Purpose, Elements & Types – In this discussion, we will explain about branding. The explanation here is about the meaning of branding according to experts, the function of branding, the purpose of branding, the elements of branding, the types of branding which will be discussed in full and easy to understand.
Definition of Branding According to Experts, Functions, Purpose, Elements & Types
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Understanding Brand According to Experts
The following is the definition of a brand according to experts.
1. Kotler And Armstrong (1997: 283)
According to Kotler and Armstrong, the definition of a brand is a seller's promise to deliver a consistent set of specific characteristics, benefits and services to buyers.
2. Bilson Simamora (2001: 149)
According to Bilson Simamora, the definition of a brand is a name, sign, term, symbol, design or combination thereof to identify and differentiate (distinguish) a seller's goods or services from those of a seller's goods or services other.
3. Lamb, Hair, and Mc. Daniel (2001: 421)
Brand definition according to Lamb, Hair, Mc. Daniel is a term, symbol, design, or a combination of the four, that identifies a seller's product and differentiates it from competitors' products.
4. Janita (2005: 15)
According to Janita, the definition of a brand is an idea, word, graphic design and sound that symbolizes products, services and companies that produce these products and services.
5. Kotler (2009: 332)
According to Kotler, the definition of a brand is a name, term, sign, symbol, or design, or a combination of these, which is intended to identify goods or services or groups of sellers and to differentiate them from goods or services competitor.
6. Keller (2008)
The definition of brand image according to Keller is brand image is perception about the brand, as reflected by the brand association held in consumer memory
7. Setiadi (2003)
The definition of Brand Image according to Setiadi is the overall perception of a brand that is formed by processing information from various sources at any time.
8. Rangkuti (2004)
The definition of Brand Image according to Rangkuti is a set of brand associations that are formed and embedded in the minds of consumers.
9. Neumeier (2003: 54)
The definition of brand according to Neumeier is reputation, a brand that has a reputation is a brand that promises so that the public trusts and chooses that brand.
Definition of Branding According to Experts
Fortunately, branding itself follows its definition according to experts.
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Wikipedia
The definition of Branding according to Wikipedia is the process of creating or leaving certain trace marks in the minds and hearts of consumers through a variety of special ways that make an impact on life consumer.
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Landa (2006:4)
The definition of Branding according to Landa has developed from just a brand or trade name of a product, service or company that is related to visible things from a brand such as a trade name, logo or other visual characteristic, now also means image, credibility, character, impression, perception and opinion in the mind consumer.
Branding Function
The functions of branding are as follows:
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differentiator
A product or item will be different from its competitors if it has a strong brand, so that a brand can be easily distinguished from other brands. -
Promotion And Attraction
Products that have a brand will be easier to promote and attract consumers. Promotion of a brand will make it easy to promote a product by displaying the brand's logo. -
Image Building, Confidence, Quality Assurance, and Prestige
The function of a brand is to form an image by providing the first recognition tool to consumers. Confidence, quality and prestige of a product will be attached to a brand based on experience and information from the product. -
Market Controller
The market can be easily controlled by a strong brand. The item will serve as a warning to its competitors to take any appropriate steps taken, other than that the public will easily be given additional information with a brand that is remembered by him.
Branding Goals
According to Neumeier (2003: 41) The purpose of building a brand is:
- Forming Perception
- Build Trust
- Building love (to the brand)
Branding Elements
The most important element of a brand is the trade name or mark. However, it is not enough for a brand to only have a logo or visual symbol that is consistently and systematically applied to various media that support the promotion of a brand. For this reason, the elements of branding are as follows:
- Brand Name
- Logo: logo, logotype, monogram, flag
- Visual appearance: packaging design, product design, uniform design, building design, vehicle design
- Spokesperson: celebrities, founding figures, corporate figures, creators, mascots
- Words: acronyms, slogans, tag lines, jingles
- Sounds: songs, sound/tone icons, thematic songs
Branding Types
The types of branding are as follows:
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Product Branding
Product branding or product branding is something that is common in branding. A successful brand or product is a product that can encourage consumers to choose their own product among competing products.
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Personal Branding
Personal branding is the most well-known marketing system among public figures such as celebrities, politicians, musicians, businessmen and so on, so that they have their own views in the eyes of society.
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Geographic Branding
Geographic branding or regional branding, namely branding with the aim of presenting a picture of the product/service when the name of the location is mentioned by someone else.
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Cultural Branding
Cultural branding is branding that raises a reputation about the environment and people of a certain location or nationality. As in objects
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Corporate Branding
Corporate branding is very important in developing a company's reputation in the market, which is related to all aspects of the company from the products/services offered to the contribution of their employees to society.
Thus has been explained about Definition of Branding According to Experts, Functions, Purpose, Elements & Types, hopefully can add to your insight and knowledge. Thank you for visiting.
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