The Fundamentals of Branding by Melissa Davis

Branding is no longer just for companies. It affects many more sectors of our lives.

We as consumers have become more aware of branding, as new technology has enhanced
global communication - this has created more of an informed audience.

Branding is not about creating a logo and strapline - it is the perception of reputation. 

It doesn't matter if a brand ‘looks good’. It needs to adapt to its changing audience. 

Branding and Companies are different things. 

“In recent years, branding has become a fundamental part of companies, organisations and
even individuals. It is now so closely linked to the workings of a company, that is a brand suffers
damage, so too does the company.” Page 12

A brand is the connection between a company and its audience. In a sense, the brand is the
personality of the company - the parts it likes to show off. 

The personality (brand) can be made of multiple things: what we see and hear, physical
experiences, general feelings and perceptions. 

The brand is important because it “offers a backbone to the business by helping to define the
company’s position in its market” Page 12

Key attributes: flexibility, adaptability 

Must make changes to fit different and new audiences 

They must also change with society, for example, technology and climate change.

Case Study Example: McDonalds 

McDonald’s came under a lot of pressure in the 21st century as obesity levels rose and people
became more health-aware. In response to this, McDonald’s changed its menu and the style of
its restaurants to be more cafe-like. Whereas in India, they’re elite status has kept them within
the middle classes due to them being a Western brand. 

Brands have always identified ownership.

Brand History
Brands were used centuries ago as a mark of ownership (slaves, cattle)
After the Industrial Revolution, at the end of the 19th Cent brands started to become commercial.
Brand management and marketing emerged in the 20s/30s with companies like Ford creating products
for a growing mass market.
'It was undoubtedly the growth of post-war economies and an expanding middle-class that gave
impetus to brands and a rising consumerism.' Page 17

Brands now
The dot-come wave of the 1990s gave birth to new online brands, but those with little substance failed
to prevail.
Corporations are not the only brands to now dominate the scene. Charities such as Oxfam and
Greenpeace have large global presence.
Personality brands have been born out of the growth of celebrities. E.g. the Beckham's or Barack
Obama.
'The person's public facing identity is carefully crafted through looks, values and associations.'
Page 18

Branding in the future
'The US and Europe's financial crisis has coincided with a desire to consume less, alongside
pressing environmental issues such as climate change.' Page 18
This is forcing brands to change. For example "green" products.

How branding has changed
At first, branding was simply about identity creation - logos, name, look and feel etc.
This then changed into trying to emotionally connect with audiences. E.g. McDonald's I'm Lovin'
It, Nike's 'Just Do It' and Apple's 'Think Different'.
This has developed into the brand climate we are in today - The Brand Experience. Brands try and connect with audience by promising certain experiences associated with the brand.

What is expected
Brands need to demonstrate what they can do to aid causes for the environment and social causes,
to emphasise their own values.
In today's climate, quality, service and ability to stand by 'brand promises' will also make a brand
stand out.
Brands need to stay one step ahead of the audience and be able to reflect on society. To do this,
brands often reinvent themselves. This does not always mean re-branding, but can be re positioning.
For example, Nike's slogan being added to the brand mark.