Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

What is a Brand? Brands and Branding

Jeff Bezos, the CEO of Amazon said that ‘Your brand is what people say about you when you’re not in the room.’ Let’s examine what we mean by the terms brand and branding.

Watching this video is worth 3 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.1
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 1: Brands and Branding

Other videos in this section include:
🎬 What is Brand Management? https://youtu.be/GHSyuK6-qpk
🎬 What is a Brand Strategy? https://youtu.be/lgMrDRosb8A
🎬 What is a Brand Marketing Plan? https://youtu.be/mvUe3Cdoh-Q

In 1955, anthropologist Burleigh Gardner and behavioral scientist Sidney Levy published ‘The Product and the Brand’ in the Harvard Business Review. It talked about the nature of the brand being separate from that of the product itself. What matters, they argued, is the customers’ perceptions of the brand; the ‘brand image’.

Your brand is how customers perceive your business. It’s the sum of hundreds of interactions, both digital and human.

Branding consists of all the marketing and communication you use to influence this perception. How you influence people will depend on your product, audience, channels, and objectives.

Arguably, in many cases, customers buy a brand not a product. This is certainly true of loyal customers, and branding is about building customer loyalty for the brand.

Brand Awareness
The extent to which consumers can identify a brand under various conditions. There are two types of brand awareness:

Brand Recall: ability to recall a brand as a source of a particular type of product or service. It is stronger than…

Brand Recognition: how easily the consumers can associate a brand with a logo, slogan, color scheme, or other visual elements, without seeing the name.

Brand Equity
The strongest brands lead their markets. With enough brand equity, loyal customers will buy new products just because of the brand. The value of a brand, from its reputation. It’s important because customers often trust (or not) the brand over their perception of a particular product or service. High brand equity allows a business to increase prices.

Brand Loyalty
The feelings of attachment customers form with a brand mean they are likely to purchase repeatedly from a specific brand – sometimes without exploring alternatives. Compare this with customer loyalty, which involves customers choosing a product or service because of its quality. Brand loyalty means they will buy a product or service based only on their loyalty to the brand.

Brands go Bad
There is a downside to branding. The stronger the public awareness of and emotional attachment to your brand, the harder it will fall, if something goes wrong.

1. Does your employer have a brand? How would you characterize it in terms of quality and luxury, modernity and technology, reliability and durability, sustainability and eco-friendliness, fun and quirkiness (2 MC CPD Points)
2. Pick three brands you use in your home. How would you characterize each of them, in the same terms? How do the brand owners create these associations, with color, symbol, words, music? (6 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Branding: A Very Short Introduction https://geni.us/gGPWw8
📖 Branding For Dummies https://geni.us/cO4oPC
📖 The Brand Gap https://geni.us/cureu6
📖 Building a Story Brand https://geni.us/getCcr1
📖 Designing Brand Identity https://geni.us/DxzHwI6

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 3 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 11 MC CPD points

#Marketing #ManagementCourses #Branding


Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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