From Brands and Branding by Professor Douglas B. Holt explains that branding is more than just advertising or managing a product’s image. Instead, branding is a strategic tool that helps businesses create customer value and gain an advantage over competitors.
Brands as cultures built through stories, images, and ideas shared by companies, popular culture, influencers, and even customers.
It highlights four key parts of brand value:
- Reputation – how trusted and respected the brand is.
- Relationship – the bond between the brand and its customers.
- Experiential – the feelings and experiences customers have with the brand.
- Symbolic – the meaning or identity the brand gives to customers.
A four-step method to design strong brand strategies and explains how marketing elements (like product design, pricing, promotion, and distribution) can be used to “build” a brand into the product. Finally, it also considers the ethical side of branding and how companies should act responsibly.
Table of Content
| # | Topic | Link |
|---|---|---|
| 1. | Branding as Strategy: Building Competitive Advantage through Brand Culture | Click Here |
| 2. | Four Components of Brand Value: Explained with Examples | Click Here |
| 3. | How Branding Creates Value: Examples and Brand Equity Explained | Click Here |
