Heightened competition and increased need to maintain or expand existing market shares forces firms to undertake strong branding and corporate naming. Through analyzing and reviewing scholarly work, the current study investigates the utility in branding and corporate naming for firms. The concepts of branding and corporate naming are described, focusing on the relationship between a firm and its customers. This is followed by a discussion of the importance of branding to a firm, alongside how a strong brand can be developed and maintained. The emerging issues in the field of branding and corporate naming; ethical branding and the anti-branding movement, are reviewed. A set of recommendations then usher in the conclusion, underpinning the position that branding and corporate naming are vital for competitiveness in the contemporary market.
Inhaltsverzeichnis (Table of Contents)
- Brand and Corporate Naming
- The Importance of Branding
- The Consumer-Based Branding Model
- Emerging Issues in Branding
- The Anti-branding Movement
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study explores the concept of branding and corporate naming, examining their role in achieving competitive advantage in today's highly competitive markets. The study analyzes the frameworks underpinning branding, its importance and advantages, and how to develop and maintain a strong brand. It also delves into emerging issues in branding, such as branding ethics and the anti-branding movement.
- The Importance of Branding in Competitive Markets
- Frameworks and Strategies for Effective Branding
- The Role of Brand Image in Building Channel Power and Store Value
- The Impact of Consumerism and Shifting Marketing Communications on Branding
- The Rise of Anti-Branding Movements and Their Implications
Zusammenfassung der Kapitel (Chapter Summaries)
The study begins by defining branding and corporate naming, emphasizing their significance in establishing a company's identity and differentiating it from competitors. It outlines the frameworks through which branding operates, highlighting the role of consumer perceptions, belief hierarchies, and schemas in shaping brand associations. The study then examines the global branding framework, considering the interplay between global consumer culture positioning (GCCP) and perceived brand globalness (PBG).
Further exploration delves into the importance of branding for market entry and competitive advantage. The study discusses three key approaches to gaining market control through branding: pioneering advantage, brand extension, and brand alliance. It also explores the concept of brand value as a store of value, highlighting how strategic decisions can enhance or diminish this asset. The chapter concludes by examining the role of channel power in leveraging a strong brand image and establishing unique distribution outlets.
The study then focuses on the consumer-based branding model, emphasizing the importance of consumer understanding in constructing and maintaining a brand. It underscores the need to align brand values with consumer expectations and preferences, considering factors like human and animal rights, environmental consciousness, and sustainability. The chapter concludes by emphasizing the importance of integrative and interactive marketing communication in fostering active and loyal customer relationships.
Schlüsselwörter (Keywords)
Branding, Corporate Naming, Competitive Advantage, Market Entry, Brand Image, Consumer Perceptions, Global Consumer Culture Positioning (GCCP), Perceived Brand Globalness (PBG), Channel Power, Store Value, Anti-Branding Movement, Culture Jamming, Branding Ethics.
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- Wilson Chege (Autor:in), 2012, Brand and Corporate Names as Vital Assets to Organisations, München, GRIN Verlag, https://www.grin.com/document/198145
