DISCUSSION THREAD BRANDING 2
Discussion Thread: Branding
The Concept of Branding
According to Johnston, "branding" is the name, term, sign, symbol, or design, or a
combination of these elements, intended to identify the goods or services of one seller or groups
of sellers and to differentiate them from those of competitors (p. 249). "In short terms, branding
is the process of creating an image for a company and its products or services" (Connor 2021).
This includes how customers and clients view your company and what they think about it. The
ultimate goal of branding is to create an image for your company that will make people want to
buy from you over your competitors. When done correctly and efficiently, branding helps build
trust with customers and will lead to increased sales and brand loyalty. On the other hand, when
it is poorly executed, it can and will hurt your business’s reputation and will cause customers to
take their support elsewhere. Branding also allows companies to create a unique identity that
they can use to communicate their values and goals to customers on an emotional level. It’s a
helpful reminder for customers when they go to make a purchase.
Example of Branding
We are no strangers to the Nike brand; in fact, most of us, if not all of us, own or have
owned a Nike product at some point in our lives. Nike is a worldwide brand and one of the
biggest sneaker and athletic brands to ever exist. Nike’s former chief marketing officer,
Hoffman, says that “building a creative methodology into one’s branding process is necessary for
getting customers invested, as is working to fuel empathy within a team” (Emotion by Design
2022). The swoosh logo can be easily identified by many, along with their infamous "Just Do It"
DISCUSSION THREAD BRANDING 3
catchphrase. Being that Nike is a sneaker and athletic wear line, they make collaborating with
professional athletes their focal point in almost all of their ads and campaigns.
Back in 2016, when Colin Kaepernick, a former NFL player for the 49ers, decided to
kneel during the national anthem as a gesture to protest against racism and police brutality, it
caused a lot of controversy. Soon after that event took place, Nike collaborated with him on an
ad. As stated previously, establishing, and upholding a good reputation is part of branding.
Nike's collaboration with him showcases Nike’s position and what they, too, as a company, stand
for. If Nike as a brand opened a hotel, we could make a good inference on what it would be like.
In consequence to that, if the Marriott started a sneaker line, we wouldn’t know what to expect
because Marriott doesn’t really have a brand, they just have a logo.
The point being made is that branding is more than just logos, slogans, and packaging;
it’s also what the company stands for. If one were to swap the signs between the Marriott and the
Hilton, just by looking at the hallways, bathrooms, and lobby, you wouldn’t be able to tell the
two apart. Why? because they have no brand. The branding of a business doesn’t just appeal to
the eye; it’s a promise made to its existing and potential clients or customers. A company’s brand
sets expectations and gives people something to look forward to.
What Do You Think?
In summary, although slogans, logos, ads, campaigns, and packaging are part of
branding, that’s not all that it entails. I'm not saying that all hotels haven’t built brands for
themselves, because either way, many hotel corporations have achieved great success; I just
don’t think all of them have the entire package. Would you say it's possible for a business to be
considered a brand even when all the aspects of what being a brand means aren’t being met?
DISCUSSION THREAD BRANDING 4
References
Connor, J. (2021).DBrand Building 101: Learn How to Build a Brand. Newstex.
Emotion by Design: Creative Leadership Principles from the Genius of Nike’s Marketing and
Branding. (2022).DPublishers Weekly,D269(4), 46.
Johnston, G. (2022).DMarketing Management.DMcGraw-Hill Education. Pp. 249-262
Szent-Iványi Balázs, Végh Zsuzsanna, & Lightfoot, S. (2020). Branding for business? Hungary
and the sustainable development goals.!Journal of International Relations and
Development,!23(1), 190-209. https://doi.org/10.1057/s41268-017-0127-8
Wright. (2019). Follow the feeling: brand building in a noisy world (1st edition). Wiley.
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