2011-07-19
Brand v Branding
Strong branding stemming from design can be illustrated with the example of the Coca Cola bottle, and it’s famous curved design, often linked to its similarities with the hourglass shape of the female body. This aspect of branding, which plays an significant role in brand communication, can be more carefully analysed through the field of semiotics. Semiotics being the “study of meaning.. concerned with the symbolism conveyed by objects and words” (Blythe, 2006) Brands, as illustrated, are important symbols, brand name, associated colours, logos and packaging all come in to play.
Both definitions encompass that a brand, can indeed be tangible, intangible, or both, furthermore the definition offered enables us encompass the fantasy, belief and myth aspects that can all impinge on the creation of a brand.
De Chernatony & McDonald (1998) have argued that branding is a “frequently misunderstood and consequently neglected” part of marketing. Furthermore they highlight the importance of branding, as being the personified form of the relationship, between an organization and its customers; “ An orange.. is an orange.. is an orange. Moreover, De Chernatony & McDonald note the need to identify that there is a difference between ‘branding'and ‘brand’, and understanding that ‘branding'is the managerial process, that should not be used interchangeably when talking about brands, which should be seen as the ‘experience’. Whether you are a company selling boutique fashions or a London plumbers company it is imperative that this differentiating is recognised in order to build a successful branding strategy for your brand.
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