All posts in "Branding Essentials"

    What Is Sonic Branding? The Psychology Of Sonic Branding

    By Aashish Pahwa / December 6, 2017

    Can you sing this for me? “ba da ba ba ba, I’m lovin’ it”  What? Does it sound like… McDonald’s? ‘I’m lovin’ it’ is not only the longest-running slogan of any brand but a perfect example of an excellent use of sonic branding. What is Sonic Branding? Sonic branding (also called audio branding, sound branding, or […]


    What Is Brand Identity? Why Is It Important?

    By Aashish Pahwa / November 1, 2017

    Brand identity is the company’s side of the story. It’s how the company feels that it should be perceived by the consumers. An identity is created as a result of various branding activities like name, logo, voice, shapes, colors, etc. What is Brand Identity? Brand identity is how a brand portrays itself to the customers. […]


    What Is Brand Equity? Why Is It Important?

    By Aashish Pahwa / October 29, 2017

    The increase in the competition has eventually changed the buying habits and purchasing decision making process of the consumers and have put more weight on the brand than on any other product feature. This has not only made the brand as one of the most important assets of the company but has also made marketers […]


    Why do Brands Fail? Reasons for Brand Failure.

    By Aashish Pahwa / October 24, 2017

    The process of branding was developed to act as a guard for businesses against failures. Branding enforces ownership and differentiation. It all started in the 1500s when unique marks were used to specify ownership of the cattle. Different marks were used by different people to differentiate their cattle from others. The definition of the brand has broadened quite […]


    Why Brand Name Matters? Hacks to choose a good brand name.

    By Aashish Pahwa / November 26, 2016

    “What’s in a name? that which we call a rose By any other name would smell as sweet.” This statement, according to many marketers, holds true for brand name as well. But is it so? Which of these two brand names will gain more traction? “A gravitationally completely collapsed object” or “A black hole” ? Marketing […]


    Brand Integration | What Is Branded Entertainment?

    By Aashish Pahwa / November 14, 2017

    There is a rise of brands moving towards producing, sponsoring, and being a part of movies and other forms of media. This new trend is brand integration. We all must have witnessed some form of branded entertainment where the script of a TV show or film media, though entertaining, revolves around a certain brand. Remember […]


    What is Brand Voice? Guidelines to Create the Right Brand Voice

    By Aashish Pahwa / November 4, 2016

    Just like in human beings, Brand Voice is the unique way a brand communicates to everyone it interacts with. But Britannia’s ting ting ti ding, Nokia’s basic ringtone or any other sound effect, audio jingle, etc. doesn’t count as Company’s brand voice. What is Brand Voice? Brand voice is the uniformity in selection of words, the […]


    What is Brand Image? Explanation and Examples

    By Aashish Pahwa / October 31, 2017

    Brand Image is how customers think of a brand. It can be defined as the perception of the brand in the minds of the customers. Brand image develops over time. The customers form an image based on their interactions and experience with the brand. These interactions take place in many forms and not necessarily involve the purchase or use of […]


    Positioning: Characteristics, Types, Examples & Ideas

    By Aashish Pahwa / October 14, 2017

    Positioning is the space your brand occupies in the brains of your customers. It makes customers view your product in a unique way and makes it stand out from the competition. It is the reason why the customers buy your product. Brand positioning is an act of designing the company’s offering and image to occupy […]


    What is Brand Personality? Definition & Examples

    By Aashish Pahwa / August 11, 2017

    To make it straight, Brand Personality is how a brand behaves. That is, how a brand express itself. Personality leads to building up of the brand image. Users form an image of a brand by assigning adjectives based on how a brand express itself to them. Brand Personality Just like humans, a brand has a […]

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