While studying brands and branding case studies will come across various terms and concepts relating to brands which most companies use in order to define their strategy for branding their product or service. Some of them are explained as below:

Certain factors should be considered before selecting a brand name. They are as follows: Distinguish the product from competitive brands Memorable and easy to pronounce Easy to say, spell and pronounce It should allude to the product  Negative or offensive…

The functional dimension is the product’s attributes and benefits or the tangible properties while the symbolic dimensions are the intangible aspects of the brand. A marketer can combine these two elements to create the ‘right’ appeal for customers. In consumer…

Before looking at the various methods of brand building it is essential to know what brand equity is because strong brand equity is the basis of brand building.

Awareness refers to the strength of a brand’s presence in the consumer’s mind. Awareness is measured according to the different ways in which consumers remember a brand, ranging from recognition to recall to top of the mind.

A brand (Bisleri) is said to have recall if it comes to consumers’ minds when its product class (mineral water) is mentioned.

The association’s consumers make with brand support brand equity. These associations may include product attributes, a celebrity spokesperson or a symbol. Brand associations are driven by brand identity-what the organization wants the brand to stand for in the consumers mind.…

Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members. Brand identity should establish…