The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.

Brand Marketing

Determining Your Brand's Objectives

Critical to effective brand management is the clear definition of the brand's audience and the objectives that the brand needs to achieve. How do you go about defining those objectives and putting a plan into place that will help you succeed in meeting them. Find out in this week's lesson of the Developing your Brand Strategy Course.

Focusing on your Target Audience

The power of your brand relies on the ability to focus. That is why defining your target market will help to strengthen your brand's effectiveness. Learn how to define your target market.

Brand Packaging: Are You Reflecting the Right Company Image?

Branding is your identity in the marketplace, is yours saying what it should? Your company image is all about the appearance of your packaging. What is your company image saying to the marketplace?

Discover and Crush Your Brand Barriers

When creating your brand strategy for a product or service it is important to perform a careful analysis to determine principal barriers that you may come in contact with. These barriers are also known as market conditions that can keep your product or service from achieving success. In this lesson you will learn where you can do the research to find your specific brand barriers.

What is Branding and How Important is it to Your Marketing Strategy?

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.

What Role Does Your Logo Play in Your Branding Strategy?

The mission of your logo is to portray the values and goals of your company. Make sure that these are clearly established before venturing out to find a logo designer. You can do this effectively by recognizing the role that your logo plays in your branding strategy.

BRANDS: You and Your Aura

Today, brands are alive. They bring tears to your eyes (Lifetime), call you to action (Nike), make you smile (Volkswagen). They are more than just a name; they are all that surrounds that name: brand and aura. Learn more in this guest article by Emily Stone, from The Stone Group.

Branding Basics Logo Contest

A logo strengthens your brand and differentiate your company from the competition. Learn how you can enter this contest to win a free professional logo package.