Branding...more than just stamping on a cow

Branding.

Definitely one of the most misunderstood words in the English language.

Ask almost anyone about the definition of Branding, and most will refer in some way to a logo; a typeface (font); an advertising campaign; or a packaging design.

Key in 'Definition of Branding' into Google and what you get is a slew of definitions that (believe it or not) differ one from the other as if it were night and day.

One definition I pulled out from the web is this:

"The process by which both a brand and brand identity are developed"

Another states:

"...the process of building a favorable image for a product or company that differentiates it, in the minds of prospects and end users, from other competitors"

Another guru proposes:

"...is the assignment of value to products through naming, packaging, marketing, and advertising"

My favourite is this:

"The use of a hot metal object to scar the body. Sometimes seen as the "ultimate" act of submission"

Indeed, the shrewd brand owner knows how to make consumers yield themselves towards a certain brand, 'submitting' to the brand's perceived value and associations!

May I then propose the definition of Branding, in my humble opinion?

"The building and protection of a Branded product or service, towards achieving the aim of financial profits"

There we go!

Wasn't too difficult to swallow, was it?

I can almost recall a friend of mine saying this when I lamented to her on the lack of true marketers, "Stop being such a bl***y purist!"

(swear word sensored to protect young readers out there. Honestly, I truly think that the expletive vocabulary of my 12 year old friends truly surpass me in every aspect. I am just being civil for appearance sake)

But yeah, back to branding.

A study was done by the John Hopkins Bloomberg School of Health where 63 preschoolers were asked to sample two meals, each consisting of a chicken nugget, a quarter of a hamburger, french fries, two baby carrots and a small cup of milk.

Although both meals came from a local McDonalds, only one of them appeared in its original packaging. Researchers presented items from the other meal in plain wrappers, which lacked the company's distinctive logo.

In most cases children said they tasted a difference between the two meals, and they overwhelmingly preferred the McDonalds-branded foods. (New Scientist.com News Service, Roxanne Khamsi, Fast Food branding makes children prefer happy meals, 6th August 2007)

It was a pretty amazing study. The children actually preferred carrots wrapped in 'McDonalds' branded packaging ---- even though it does not exist on McDonald's menu!

Yes, the art of branding is that of attracting people to buy your brand so that you can earn profits. Not just recognizing your brand only, but converting that recognition into a sale...hopefully many times over.

In the case of Budweiser and the talking frogs campaign is a great example of people recognizing the Budweiser Beer brand and campaign, but resulted in lower sales. And while the brand recall was high, it only fulfilled the first part of my definition, it did not fulfill the latter part sufficiently.

http://www.mycustomer.com/cgi-bin/item.cgi?id=133055&d=2043 ("Frog in the Throat" section)

As a Brand Manager, I can only say that I am still learning and have much more to learn.

And so, if you ever hear of anyone claiming that Branding is easy peasy, please excuse him for he is not of a sound mind. Otherwise, please refer him to me --- I can put him in touch with a farmer who requires farm help to stamp marks on his cows.