5.9 : 品牌推广 II

A brand is a company's distinctive identity, comprising elements such as name, logo, symbol, characters, and slogans.

For example, Airbnb's powerful branding emphasizes belongingness.

Branding symbolizes consumer needs, perceptions, and emotions.

These create a unique offering that enables successful brands like Airbnb to connect deeply with customers.

Branding facilitates purchases, fosters loyalty, and differentiates a company from competitors. Creating a strong brand involves decisions on brand positioning and brand name selection.

Brand Positioning is about creating a distinct brand image and identity in the consumers' minds.

 It can be attribute-based, like Taco Bell's late-night food appeal; benefit-focused, like Southwest's low-cost flights; or value-oriented, like Apple, which makes customers feel special.

 Next, a well-selected, unique brand name enhances recognition, success, and recall.

 It should be reflective of the product's benefits and extendable.

Individual branding is useful when there are different product lines with diverse items, as exemplified by P&G's Tide and Gillette.

Family brands use a single name for multiple related products, leveraging the parent brand's reputation—for example, Kraft for Cheese and condiments.