Branding

Daniel M. Jackson

Chapter Chapter 15 in Sonic Branding, 2003, pp 87-95 from Palgrave Macmillan

Abstract: Abstract If individuals are best at brand creation, it is fair to say that other activities concerned with expressing the brand will usually be better handled by those with expertise in their own field such as designers or advertising agencies. These partners to the creators of the brand are involved in ‘branding’, which is a special term all on its own and needs its own definition. We could assert that branding is just everything to do with a brand but that would be overly simplistic. Branding is primarily concerned with consistency between the ideas of a brand and the way it expresses itself in terms of its identity and the experience it offers. It is important we remember this because in the drive for creativity and the new, new thing, consistency is usually the first casualty.

Keywords: Carbonate Water; Brand Extension; Theme Park; Brand Communication; Brand Association (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50326-7_16

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DOI: 10.1057/9780230503267_16

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