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Brand Policies - Essay Example

The nature of a product is the final determinant of the needed branding policy. Moreover, to choose the correct branding policy, and decide amongst individual, family, and corporate branding, one has several different factors to consider. Before analyzing the different types of branding, it is important to understand the meaning and true significance of a branding policy. When a company introduces a product to the market, it must do so after shaping the product’s identity. They must treat the product as if it were being dressed for show, and then accordingly decide which attire would serve to impress the audience the most. This includes several small and large details, including several guidelines, procedures, and rules. When chosen wisely, all these factors interact to form the brand policy required to make the product a success in the market. On a superficial glance, the branding guidelines seem too related to the logo and the slogan of the advertising campaign. However, this includes several finer details, all of which form an important part of the branding guidelines. ...
This is the image the company wants their products to have, and have thus tailored their brand policy accordingly (Gregory, 2004, pp. 114). Using this method, companies are able to design brand policies to maneuver their product’s market in the desired direction. There are several different types of brand policies, which a marketer can adopt when introducing a new product to a market. Individual branding, corporate

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branding and family branding are all distinct types of branding, and tackle the issue of market positioning in their own unique ways. Companies who already have well-established and highly popular brand names in the company may choose to use corporate branding when marketing a new product. This method utilizes the company’s brand equity to market their products, assuming that the product’s popularity will receive a boost if it has the company’s name attached to it. Disney’s branding is a popular instance of corporate branding. They produce a diverse range of products, ranging from entertainment media to children’s toys. Each of these products is branded with the brand name of ‘Disney’, which has several advantages. One major advantage is that they can use one advertising campaign to market several different products, all of which are branded under the Disney logo. Another advantage is that loyal customers of Disney warmly receive even the new products, simply because of their association with the Disney brand (citeMAN Network, 2006). Due to all these advantages, a company might find it fruitful to use corporate branding. While corporate branding helps sell several different and often unrelated products under a single brand name, family branding uses similar tools to market products, which are related in


Brand Policies
Marketing a brand to potential customers is a science that has had many developments and enhancements over the past few decades. …
Author : kamille16
Brand Policies essay example
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