International Encyclopedia of Communication Online

Extract

The term “branding” is used for the identification of offers (products and services). Etymologically, the origin of the word can be found in the branding of cattle. Initially, the spectrum of meanings was closely restricted to the pure act of naming. In the course of time, a more tailored definition of branding was suggested: integrated and harmonized use of all marketing mix instruments with the aim of creating a concise, comprehensive, and positively discriminating brand image within the relevant competitive environment (→  Image ; Marketing ). However, this all-embracing concept is not clearly distinguishable from brand management. Hence, another definition situated between these two extremes has become widely accepted: the so-called magic triangle of branding. The triangle has the following three sides: brand name, trademark (for example, a logo), and product design and packaging. It is the task of branding to balance these three sides so that they position a brand uniquely (see also Aaker 1991 ; Aaker & Joachimsthaler 2000 ; →  Brands ). Faced with the increasing globalization of many markets, the issue of the creation of global brand names has recently received a lot of attention ( Aaker & Joachimsthaler 1999 ; →  Globalization of Organizations ). The criteria mentioned in this context (for example, short, simple brand names that release positive associations ... log in or subscribe to read full text