Know-How Exchange : Student Questions

In marketing, it has nothing to do with cows and hot pokers. Although, the origins of the term probably came from that. Think of why you would brand cattle - so that everyone would know that the cows are yours.

Branding in marketing is the same. You apply a set of distinctive marks on products so that everyone knows they are yours. More importantly, youpromotethe brand through advertising and other marketing activities so that when people see the brand by itself - not associated with a name or even a product, they think of your product. Your product could include your company, as well. The "collection" of marks include symbols, words and phrases, colors, packaging styles, letterhead, sounds (Harley Davidson has copyrighted its distinctive motorcycle engine sound, Intel has the tones, etc), and so forth. These marks are determined and integrated to relate a message and/or story - what the company wants to be known for. Branding is the act of developing the strategy and implementing it.

I hope this helps.

Wayde