Brand | Wikipedia audio article
Channel: wikipedia tts
Date: 04/10/2019

This is an audio version of the Wikipedia Article:
https://en.wikipedia.org/wiki/Brand


00:03:57 1 Etymology
00:04:47 2 History
00:19:49 3 Concepts
00:20:24 3.1 Brand names and trademarks
00:21:21 3.2 Corporate brand identity
00:24:08 3.3 Brand personality
00:28:00 3.4 Brand awareness
00:30:59 3.5 Brand recognition
00:33:19 3.6 Brand recall
00:34:38 4 Brand elements
00:35:48 4.1 Brand communication
00:43:09 5 Global brand variables
00:43:20 5.1 Brand name
00:44:25 5.1.1 Types of brand names
00:47:19 5.2 Brand line
00:48:12 5.3 Brand identity
00:49:26 5.3.1 Visual brand identity
00:51:05 5.4 Brand trust
00:52:54 5.5 Brand parity
00:53:25 6 Expanding role of brands
00:54:21 7 Branding strategies
00:54:31 7.1 Company name
00:56:11 7.2 Individual branding
00:56:36 7.3 Challenger brands
00:57:03 7.4 Multiproduct branding strategy
00:58:26 7.4.1 Product line extension
00:59:39 7.4.2 Subbranding
01:00:39 7.4.3 Brand extension
01:01:49 7.4.4 Co-branding
01:02:34 7.5 Multibranding strategy
01:04:33 7.5.1 Fighting brands
01:05:18 7.6 Private branding strategy
01:07:02 7.7 Mixed branding strategy
01:08:59 7.8 Attitude branding and iconic brands
01:12:55 7.9 "No-brand" branding
01:14:15 7.10 Derived brands
01:14:47 7.11 Brand extension and brand dilution
01:16:23 7.12 Social media brands
01:17:18 7.13 Multi-brands
01:19:30 7.14 Private labels
01:21:16 7.15 Individual and organizational brands
01:22:21 7.15.1 Personal branding
01:22:29 7.15.2 Employer branding
01:22:38 7.16 Crowd sourced branding
01:22:58 7.17 Personalised branding
01:23:40 7.18 Nation branding (place branding and public diplomacy)
01:24:22 7.19 Destination branding
01:24:56 8 Doppelgänger brand image (DBI)



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SUMMARY
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A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising. Name brands are sometimes distinguished from generic or store brands.
The practice of branding is thought to have begun with the ancient Egyptians, who were known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. However, the term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil, wine, cosmetics and fish sauce. Branding in terms of painting a cow with symbols or colours at flea markets was considered to be one of the oldest forms of the practice.
In the modern era, the concept of branding has expanded to include the marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. The key components that form a brand's toolbox include a brand's identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, and therefore branding is one of a few remaining forms of product differentiation.Brand equity is the measurable totality of a brand's worth and is validated by assessing the effectiveness of these branding components. As markets become increasingly dynamic and fluctuating, brand equity is a marketing technique to increase customer satisfaction and customer loyalty, with side effects like reduced p ...