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Summary DF1.docx BUSI 520 Discussing Branding Liberty University BUSI 520: Strategic Marketing Management Concept of Branding Branding is essentially the result of finalizing the idea of how to market your specific product. Branding brings together all of$7.49
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Summary DF1.docx BUSI 520 Discussing Branding Liberty University BUSI 520: Strategic Marketing Management Concept of Branding Branding is essentially the result of finalizing the idea of how to market your specific product. Branding brings together all of
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DF BUSI 520 Discussing Branding Liberty University BUSI 520: Strategic Marketing Management Concept of Branding Branding is essentially the result of finalizing the idea of how to market your specific product. Branding brings together all of the assets and abilities of your product. Then, t...
df1docx busi 520 discussing branding liberty university busi 520 strategic marketing management concept of branding branding is essentially the result of finalizing the idea of how to market
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BUSI 520
Discussing Branding
Liberty University
BUSI 520: Strategic Marketing Management
Concept of Branding
Branding is essentially the result of finalizing the idea of how to market your specific
product. Branding brings together all of the assets and abilities of your product. Then, they are
combined into a single, purpose-driven statement to create a unique image of what your product
is all about. “Corporate brands are marks denoting ownership; image-building devices; symbols
associated with key values; means by which to construct individual identities; and a conduit by
which pleasurable experiences may be consumed” (Abratt & Kleyn, 2012, p. 5) Branding can be
broken down into the following four strategies: stand-alone or family, national or store, licensing,
and co-branding. Stand-alone or family branding is determining whether or not your product is
included in a bigger lineup of products, or if it is a singular entity. National or store brand refers
to whether a product is marketed nationally under the same name, or created and sold by a
specific store. Licensing is the act of giving other manufacturers the rights to distribution of your
product for you, for a percentage of the profits. Finally, co-branding is when multiple products in
the same brand line join together to market with each other. This can be done as products under
the same company, or as products from different companies.
In addition to product branding, internal branding is also a vital part of the success of a
brand. Internal branding is the strategy employed to attempt to connect your employees to your
unique brand. Internal branding seeks to connect your employees emotionally to your brand, the
same way external branding focuses to connect potential consumers to your product. “The
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