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24 Examples of Branding

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Branding is the process of establishing a valuable identity for products and services in the minds of customers. This has several basic elements:

Brand Name

Brand names are typically designed to be memorable and to stand out in a crowded market. In some cases, they are also designed to convey your mission, vision or values.

Visual Branding

A logo and other visual symbols of a brand.

Brand Concept

The basic idea behind your brand. Used as a principle to guide brand strategy.

Brand Identity

Everything you want your customers to think and feel about your brand.

Brand Image

Everything your customers actually think and feel about your brand.

Brand Reputation

The reputation of your brand on the market based on factors such as quality and the behavior of your firm.

Brand Legacy

The history of a brand. It is usually a positive thing to have a long history behind you that you can leverage for brand storytelling. Brand legacy can also be negative thing such as a technology brand that customers associate with an out-of-date technology.

Brand Personality

The idea that customers evaluate brands using the same cognitive processes that they use to think about people. For example, it is common for marketing teams to define their brand identity using words that can be applied to people such as friendly, reliable or stylish.

Brand Positioning

Developing a unique identity and value proposition for a brand relative to other offerings in the market.

Brand Promise

A short statement that communicates what customers can expect from your brand.

Brand Experience

The idea that brands build value through interaction with the customer. In other words, brands become valuable based on the realities of their products and services.

Internal Branding

Engaging all employees in your brand strategy to make your brand identity a reality as opposed to an empty pitch.

Authentic Branding

Developing a brand that accurately reflects your story as a firm. For example, a brand based on the personality of its founder.

Brand Storytelling

The use of storytelling to shape and promote your brand.

Brand Culture

The culture that evolves around your brand that is driven by your customers and employees. For example, a restaurant chain that is known to have a lively atmosphere on Friday nights.

Brand Extension

Using a brand for a new type of product.

Brand Family

A group of products and services that use the same brand name.

Brand Architecture

The structure of a brand family. For example, a brand with variations for different product categories such as "Acme Airlines" and "Acme Coffee."

Brand Recognition

The percentage of your target market that recognize your brand when they see its brand name or visual symbols. Customers are more likely to buy what they recognize, even if they have no information about the brand. In many cases, advertising is primarily intended to build and maintain brand recognition as it can have a significant impact on sales.

Brand Awareness

The percentage of your target market that can name your brand when prompted with a product category. For example, "can you name 5 breakfast cereals?"

Top of Mind

The percentage of your target market that name your brand first when prompted with a product category.

Brand Loyalty

Customers who purchase your brand regularly.

Brand Advocate

Customers, employees or partners who recommend your brand.

Brand Equity

The value of your brand to your business. Brand equity is an intangible asset.


Overview: Branding Guide
The process of establishing a valuable identity for products and services in the minds of customers.
Related Concepts
Next: Types of Branding
More about branding:
Brand Architecture
Brand Attributes
Brand Authenticity
Brand Awareness
Brand Development
Brand Diffusion
Brand Equity
Brand Experience
Brand Extension
Brand Family
Brand Guidelines
Brand Identity
Brand Loyalty
Brand Management
Brand Metrics
Brand Objectives
Brand Perception
Brand Positioning
Brand Recognition
Brand Status
Brand Strategy
Brand Voice
Moment Of Truth
Product Line
Top Of Mind
Types Of Brand
Umbrella Brand
Visual Marketing
More ...
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