Branding

This week i would like to know and study more on branding.

According to the Business dictionary, Branding means the process involved in creating a unique name and image for a product in the consumers's mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. (http://www.businessdictionary.com/definition/branding.html)

However, in fashion, branding is fundamental to business success and is a tool used by buyers to strengthen product assortments that attract customers into the store, whether the store is brick and mortar or online. Buyers need to understand and harness the power of brands to compete in today's retail environment.

A good brand name should do all of the following:
i. Be easy to pronounce.
ii. Be easy to remember.
iii. Be easy to recognise.
iv. Be easy to translate into all languages in the market.
v. Be protected under trademark law.
vi. Attract attention.
vii. Suggest usage/ Suggest product benefits


Furthermore, there are two major types of brands:
Natural brand: These brands normally their products are associated with the designer of the product or the manufacturer of the product. They are easily identifiable by consumers and have a wide geographical distribution. These brands are recognised by cues, like symbols, colours and typography.

Private brand: private branding is when a retailer buys from a manufacturer in bulk and puts its own name on the product. The product may be designed in-house by a team of buyers and product developers, or it may be designed through a buying office or by a staff of designers who work for the manufacturer. Normally, the retailers that carry private brands have more than one brand in their stores to distinguish between categories of merchandise.

You may study more of types of brand in the following links
http://www.slideshare.net/khunchao/types-of-brand

If you are very interested on the types of branding, there are 18 different types of brand in this link, http://www.brandingstrategyinsider.com/2015/01/18-different-types-of-brand.html#.Va_Pp3hUQUs