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Branding | American Marketing Association Branding What is a Brand? A brand is any distinctive feature like a name, term, design, or symbol that identifies goods or services What is Brand Marketing? Brand marketing is the approach used by companies to promote and establish a brand in a market by creating a unique identity, values, and perceptions that differentiate it from competitors Brand marketing aims to connect emotionally with
What is Marketing? — The Definition of Marketing — AMA Definition of Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
RESEARCH INSIGHT | Brand Coolness - American Marketing Association What makes a brand “cool”? To identify the elements of brand coolness, the authors conducted studies across Europe and the United States and used their findings to create a structural model based on 10 distinct characteristics: be extraordinary, attractive, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular Coolness is inherently subjective between
Content Branding Archives Content Branding is the “what” of marketing This domain includes the creation and management of all digital and physical media created to promote the brand or a specific product or service Regardless of media or communication, all marketers need to keep the organization’s brand identity and voice at the center of all marketing efforts
Research Insight | When Do Consumers Prefer Newer Brands over . . . Which brand is preferable? Previous research suggests that consumers prefer older, more established brands, but is this always the case? New research takes a contingent perspective to examine how consumers’ preferences are affected by their expectations of innovativeness
The Best Advertisements of All Time: Top 19 Iconic Campaigns Across Media The brand sponsored Felix Baumgartner’s record-breaking freefall from the stratosphere, which was streamed live to millions worldwide The feat showcased Red Bull’s association with extreme sports and cemented its reputation as a brand that pushes boundaries
RESEARCH INSIGHT | What Customers Should Be Given Gifts? The Research When is a gift more than a gift? When it comes to brand customer relations, gift purchases can enhance customer’s public brand engagement, foster brand loyalty, and fuel future purchase intentions In turn, this can lead customers to make more frequent, more diverse, and higher value purchases from the gifted brand While encouraging gift purchases creates instant returns
AMA Media Kit Template - American Marketing Association The AMA Media Kit Template is a document-based resource designed to help marketers present a concise, compelling overview of their brand’s value to Create a professional, branded media kit with the AMA Media Kit Template Highlight achievements, partnerships, and key stats to win over prospective clients and partners
The Brandification of Private Labels: Beyond Budget Private labels, also known as store brands, were considered low-cost substitutes for decades—but their popularity is now booming How and why is this transformation happening? What can retailers learn?