The concept of branding, although not a new topic, is still a vitally important concept in marketing today. There is nothing more valuable than a well-known and trusted brand.

As an introduction to branding, Fundamentals of Branding provides students with an overview of the building blocks of branding, which include:  

• the influence of branding on marketing decisions

• the role and place of branding in the organisation

• the various elements of branding

• packaging the brand

• positioning the brand

• planning, leveraging and extending the brand

• evaluating the brand

The book contains a chapter with real-life branding case studies which illustrate the practical application of the topics discussed in this book. This is a very useful resource for students who strug­gle to apply theory learned to real-life situations.

Chapter 1 Marketing and branding
What is marketing?
Product
Price
Distribution
Promotion
Marketing activities
The marketing process
Chapter 2 The role and place of branding
The definition of a brand
Evolution of branding
What can be branded?
Advantages of branding from the customer’s perspective
Advantages of branding from the retailer’s and manufacturer’s perspectives
Criticisms of branding
Types of brands
Legal aspects of brands
Chapter 3 Elements of branding
The various types of brand elements
Criteria for selecting brand elements
Chapter 4 Packaging the brand
Consumer decision making
The feel of the brand
Packaging
Types of packaging
Considerations when designing packaging
Chapter 5 Positioning the brand
What is brand positioning?
Reasons for positioning a brand
Identifying and establishing brand position
The positioning process
Guidelines for positioning a brand
Chapter 6 Planning, leveraging and extending a brand
Importance of brand planning
Issues influencing brand potential
Leveraging secondary brand knowledge
Brand sponsorship
Manufacturer brands and private brands
Licensing
Brand extensions
Chapter 7 Evaluating your brand
Analytics and metrics
Benefits of measuring a brand
Measuring branding
Managing brand measurement
Chapter 8 Practical branding
Introduction
Summary
References