What is Branding?

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Twitter: / norwichbschool
This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind in the world and has attracted students from 23 countries including Japan, USA, Singapore, Taiwan, UK, India and China - to name but a few.

[@MrCherryJuice]

Branding is all about perception. It is about creating, managing and building a desirable perception within the marketplace. The more people who perceive you or your company in a particular way, the more powerful and valuable your brand. Coca-Cola is a prime example. Say the name and virtually anyone in the world will respond with the same adjectives, the same emotions. The Beatles (as a band and as individuals), Heinz Ketchup, Apple, Bob Dylan, Paris...regardless of whether people 'buy in' to any of these, their perceptions of each will likely be similar. And this is crucial to fundamental brand realization.

[@NorwichBSchool]

That's right, you have thought hard about branding. Consumer brand knowledge is the sum of the awareness and associations that a consumer holds for a brand; this brand knowledge is what distinguishes one product from another.

[@thandssgomonda1299]

MrCherryJuice thank you🥺

[@edhowie4613]

I say it all the time: everything you do either adds or takes away from your brand.

[@manikandaprasad2344]

Awesome.. even after 8 years it's crystal clear 💥

[@NorwichBSchool]

We had this video and music playing on repeat for 2hours during our branding taste challenge on Saturday. I am now equally insane :D!

[@Coach-Dea]

oh my goodness. Now I have a better understanding of "branding". I jumped into this online selling starting my own store and really didn't know what I was doing, nor what I'm going to do. I heard of niche, branding, dropshipping and all those words I just learned since July 2020 and I'm 57 yrs old. I'm blown away on, even though a voice was not sound, or a word spoken, I understand now more about that word then I did since I started my business. Wow!!! This was an eyo-opener and a blessing to me. You are awesome the way you put that together. Thank you

[@THALOOTI]

Branding is that you are everywhere, recognizable and most important you the founder(s) have to believe it.

[@aricsvenz3412]

Branding is not about sharing your ads on media and internet. Branding is about making place in Customer's Heart. Its a process of Market Research, Data Gathering, Data Analytics, Target Behaviour and Audience Engagement. We have solid foundation in this. Digital Media a new battle ground and we are here to make you win. ‪#‎brandingatwikisys‬

[@nurburgringkid]

I would say brand is not ONLY advertising and marketing communication, but it is the whole set of character, integrity, perceived value, corporate values that are continously being delivered through realistic products and services AND consistently communicated through advertising, social media, and other marketing communication media in today's modern world.

[@2misidotcom]

Introducing a brand to a product or service is a big contribution to the company. Ideas, innovations and concepts which are extraordinary and unique, will help simplify the branding of a product or service.

[@Digitalsalesdevelopment]

Branding is crucial as it’s the first step in setting up a business. It is where you have to take time to brainstorm new ways to get recognized and it’s certainly goes beyond a catchy name, logo, or a tagline.

[@ScottAdamLancaster]

Couldn't agree more, branding is probably the most important feature in setting up a business. We actually have a KZbin channel which helps people understand branding. Feel free to check it out if you get a sec. Have a great day, Scott

[@nicosbodega]

An illuminating video, but fundamentally one should never forget that "brands" start with and are created by individual people.

[@DhubAgency]

Richard Branson is a genius! He made Virgin a 400 companies mammoth and he’s always seen as an excellent reference for smart branding. Great video!

[@MrRecommends]

One of the best and inspirational videos about the power you have to create a new brand ... Congratulations!

[@NorwichBSchool]

The song is a royalty free track by artist Tim McMorris, aptly titled "Successful Business Venture".

[@AkraticElitist]

That is clearly a ripoff of "Clocks" by Cold Play.

[@user-qy7gv1cu8r]

Aaron Harburg And it's all clearly a ripoff of playing the scales, umm "artistically" ? #coldplay = #meh

[@YZB25]

Aaron Harburg Ah yes, a background piano beat. I forgot coldplay had copyrighted that along with everything else they've ever used in their music. Obviously coldplay derived their work from pure revelation and originality and most certainly did not rip off those who had followed before them and everyone else who who uses music similar to theirs in an attempt to develop art is just ripping them off.

[@raggedyanarchist]

This one time I taught a piano student to play Clocks. Next lesson, her mother angrily told me her daughter had been doing nothing but practicing that main riff over and over for a week. I'm kinda beginning to feel her pain.

[@AkraticElitist]

It's not simply that it's the same rhythmic descending arpeggio. It's also that it is the SAME instrumentation layering. Piano with heavy reverb with subtle pad, building with strings, rock kick set, and baseline. It's basically the song minus the vocals. I don't think Coldplay is all that original, I'm just saying, this is almost identical.

[@olusolakayode1467]

This is a fantastic video clip. It ha given me new thoughts about branding. I now see branding in a new perspective. Highly recommended to other listeners

[@TheBrandingGuy]

This has to be one of the best branding videos on KZbin - thanks for sharing.

[@ianmcquaid]

If ever I was struggling to illustrate the end of the world, you boys came through

[@AntonyFirthClark]

As a former student of UEA, I am mighty proud to see the great job NBS did on this. Excellent content on Brand; cutting and concise. In a time when Kinetic Typography will become overused as link bait - I take great satisfaction in seeing UEA capitalizing on this craft and doing a fine job of it. You deserve the hits you've got.

[@stig]

Friggen Awesome! I needed videos for my ESP Marketing class, and here's one that doesn't need subtitles! It brought me to tears.

[@EliteMarketLnks]

“A brand is not a logo”. I couldn’t have said that better myself! Brands matter in the world of business, and there’s no denying that.

[@InstTaxSolutionsLLC]

Great job to the producers of this video. Branding is so much more than many people realize.

[@masonwhite9781]

the people who made this vid need to be utilized at your school more. there extremely good. the vid was fresh and exciting. it gave tons of info in a very precise and thought out way.

[@sabauddin2273]

Amazed to watch a bundle of knowledge in 3 minutes on equity ...

[@NorwichBSchool]

Thank you Tim, we really appreciate comments like this :)

[@buddiga007]

An eye opener who is more interested in knowing more than the meaning of brand in it.Truly educating and inspiring..looking for more such videos on more subjects.Thank you

[@ellinawatanabe8852]

Amazing job, guys! Indeed, it is a two-way communication now between the brands and the audience. People tell the true story of a brand.

[@estelalewin8247]

The material in this video shows me in few words a little more regarding the concept of personal brand. As we know, one of the points of personal brand is the perception of others about you. It could be the perception of people in your social ,personal life or at your work place. For that reason, personal brand should be a very important subject for everybody. Also, in the video I can see that brand was mainly for marketing, but now a days "we" can create brand "we" are brand, our actions will create brand around the world. The inspiration that this video brings me, is the fact that I can bring at work not only my discipline and hard work, but I can also bring the funny and caring way that I'm with others, which I usually show only at home. Thank you for the video.

[@ScottAdamLancaster]

I agree it's important that other people think good about your business or personal brand, it helps the business grow. We actually have a KZbin channel that helps people understand branding fully. Feel free to check it out if you have a sec. Have a great day, Scott

[@CXBPromotionalProducts]

The power of branding is truly remarkable. I enjoyed your video. Well done!

[@edhowie4613]

It's insane to see all the data put out this way! Love it.

[@NorwichBSchool]

Thanks a lot, that's a really encouraging comment! We think it's important to correspond with you guys and get your opinions on the things we do. After all, we can make a pretty video but there's no point to it unless you and people like you engage with us. So thank you for engaging :)

[@bmarko89]

I hate people wants to be too clever. I hate listening to people talking about branding like they could tell us something new. They are boring and annoying. I prefer videos like these. Fantastic! +1

[@ScottAdamLancaster]

I agree, it can be boring but we actually have a KZbin channel about branding. Hopefully you don't find it too boring. Feel free to check it out if you get a sec. Have a great day, Scott

[@HattieEJonesHattieEJones]

Very fine video to understand "brands"and the worth of branding that how it can increase your revenues when companies use it as a verb or action. I would simply say that, branding is not only important for companies to increase cash flows but it is also helps companies to survive and to sustain their businesses now a days in most uncertain times.

[@ScottAdamLancaster]

Completely agree, branding is helpful in more than just one aspect of business. We actually have a KZbin channel which helps people understand branding. Feel free to check it out if you get a sec. Have a great day, Scott

[@NorwichBSchool]

Hi Toni. We appreciate your point of view, thanks for sharing! It seems that not everyone gets brainwashed as you think when they are exposed to branding! Indeed, you yourself don't fall into line with the attitudes that the branders would like you to have when regarding their products. Perhaps people have choice when it comes to branding, and they can accept a product or not. We're not trying to be sinister and brain wash in this video, merely trying to demonstrate our uni course :)

[@qalaaaonthemic]

What an amazing video! A very good explanation of the toughest yet easiest emotion- Brand

[@CaRenWalt]

I so dig this video! I teach high school Sports and Entertainment Marketing and we are discussing Branding! They'll love this. Thanks for sharing!

[@aviherbatschek]

For anyone who hasn't realized it yet, the music is taken from Coldplay's song clocks.

[@larstu24]

People buy with emotion and justify with logic. Strong brands always focus on both sides of the equation.

[@haroldsomarriba]

By far the best of its kind. 10 of 10 Job well done to the authors!

[@brandsformation1586]

This is a great & vibrant video to understand exactly what branding is! Thanks for sharing it!

[@Hari.Muliyana]

Great video! Simple and easy to understand. Thank you for making this video!

[@artistfirst7011]

Didn't see that one coming...This is just brilliant East Anglia....👍👍 WOw!!!

[@NorwichBSchool]

@SilentRain1992 Of course you can. With pleasure. We've had loads of people contact us who have used it in their presentations. We are proud that people are sharing it.

[@StartforArt]

this has helped me to make my most recent branding video, thankyou

[@Atma76x]

This is a great video that helps clear up some misconceptions about what a brand is.

[@timcoe82]

What a fantastic video. I demonstrates the power of branding and explains it so well. The final messages are awesome. It's almost emotional. Well done, amazing work. You deserve to attract students from all over the world with work like that.

[@Wazzanx]

Great insight when she said its impressive when people use Brands as a verb. It gave me a shock for a moment 😂. Great vid

[@CrazyGamer-kv9yh]

When using brands as a verb you loose ownership of your brand google went out of their way to remove the term google it by coming up with a bunch of different things to say. They won’t sue anyone because as the say let’s not be an evil company.

[@branwardbranding]

Simply! Understanding is believing :)

[@AllisimaProductions]

This video has been added as Top 2 in Top 20 Favorite Videos of 2013.

[@SabrinaGibson]

Richard Branson is definitely one of my mentors.

[@mitchiemasha]

Good to see ppl putting out a positive vibe.

[@magdisss]

Im from México, and i love it! I want to study the Master Program! I just started my branding agency, this is totally my world!.

[@NorwichBSchool]

I'm another member of NBS and didn't make the video myself - I assume that as there are about 8 million people in London today, and if all of them drank 206 coke bottles in one day, then it would make the 1.6 million. I'm not quite sure why the phrasing 'each day' is used in the video, but even so - it's an impressive number! I hope this helps Matt! Good luck with your work :)

[@enrique17mr]

Thank you excellent material for my marketers. Branding lives into every person.

[@Sweatshirtstation]

Despite all the information available, it's still common to see large and small companies missing the mark on branding. So many companies don't even claim their own social media properties, including KZbin.

[@estelalewin8247]

The companies that miss the concept of "branding" are usually the ones that are not really focus in growing. The concept of brand is everything for a success business.

[@NorwichBSchool]

We're glad you like it and that it was helpful! Watch out for another video produced by UEA coming soon....

[@AsellusPrimus]

Brands are... Comfort. Don't worry, we're a big name! We would never do anything unethical or sell you products that will harm you!!

[@anonUK]

Apart from when we won't be found out.

[@mozlau]

Very good commercial! Nice music!

[@lpfader69]

So basically the concept of branding, originally meaning stamping livestock with proprietorship, now means that people display the same characteristics as cattle each time they lean on a corporation for a sense of identity or utility. So long as the image of a corporation can supply people with an entitlement to it as a reference it's success is implicit, regardless of the fact that other commercial options are available, or if the product itself is unnecessary.

[@DallasMcMillan]

Great presentation which explains the evolution of branding - especially recently our understanding of a brand has moved from a logo to something more about ideas and value.

[@ScottAdamLancaster]

Completely agree, branding is changing. We actually have a KZbin channel which helps people understand branding. Feel free to check it out if you get a sec. Have a great day, Scott

[@rustycarno]

thank you, I teach branding and will use it as an intro

[@NorwichBSchool]

Of course - just ensure that we are referenced and linked! That would be brilliant - thank you for asking to use it.

[@Medlazaro007]

I LOVE THE WAY THIS VIDEO WAS MADE SO

[@NorwichBSchool]

Hi Gregg - we're glad that you enjoy you the video! This video has been produced in England where we have a few differences in spelling such as 'organisations' so it's not a mistake, just a difference in our language. Perhaps you could point this out before you start playing it?

[@tasyazakaria7257]

Such a good video by using a simple example to understand. Thank you :)

[@laladieladada]

it's not sad, it say's that we all have a window to brand our own name now.

[@spookseo5244]

I love how this video was presented and I think the song is very catchy. :) This is very important if we want people to watch the entire video we worked hard for! You also made a very good point on how branding has evolved in the past years and how important it is if we want people taking action. Two thumbs up!

[@67Branston]

Good video, well put together and catchy tune... Gives a great view of how branding has changed over the years in a short space of time. Great job.

[@hughmarcparis]

The phrasing 'each day' is used in the video because there are 1.6 billion or now in 2013 1.7 billion cokes sold EACH DAY. Therefore if there are about 8 million people in London that would make about 206 cokes for each Londoner each day. The real question is why is Coca-cola so good at managing its business when others are not. Long live success!

[@NorwichBSchool]

Thank you for your kind comment!

[@NorwichBSchool]

Hi, thanks for commenting! We didn't realise that it could be confusing so it is really good to know when we don't get it quite right. We're glad you liked the rest of the video though!

[@iteroange]

Brilliant! I'll be directing my CIM students towards this, well done

[@quasimchambers]

I fully understand this video and the common knowledge of brands has nothing to with it but the comments do great metaphoric video

[@TheresaGrainger]

What a powerful little clip, thank you!

[@lisaemms1]

Brilliant - gets me asking some questions though!

[@NorwichBSchool]

Thank you, Mason. Nice constructive comment, we hope to make more fresh and exciting videos in the future.

[@AlanDuesterhaus]

Nice job! I will be showing this to my strategic brand management students.

[@thebrandingsteam9771]

Really nicely done. Thanks for the great informative video!

[@lucia.marginean]

Very dynamic presentation! Thanks!

[@8Wylie]

Superb video! Professional quality.

[@surashi1]

very nice presentation......great work done

[@PROFESSORMORIM]

Fantástico!! Fantástic, Branding is Relationship in essence , shows the amazing number of possibilities we have! Congratulations!

[@TheStepItUpQueen]

Don’t forget to update your current marketing and branding to be reflective of who you now are in the marketplace.

[@wmcpr3492]

A very good description of branding.

[@bahraouik]

Doctors in General and not just dentists but boy it is a heck of a powerful brand !

[@1roystance]

In my opinion, its incorrect to say that brand is not a logo. Actually the logo will also strengthen the brand existence. So its a part of brand.

[@skaman1999]

the ground of reality is hard. there are millions of brands in the world, fighting to survive. to be in top, IT'S FUCKIN HARD( NOT IMPOSSIBLE)

[@KirstieTostevin]

I'm not sure about the source of the music, but we would have obtained permission, or perhaps it was created by the music school at the university. I believe that 'organization' is the american spelling, and as an English university we spelt it as it appears in the English dictionary - 'organisation'. Thanks for watching the video though! :)

[@NorwichBSchool]

Feel free to use the video as long as you mention it was made by us, and link back to the original video here. Hope that's all ok. Thanks for showing interest!

[@chenchen8233]

I'm planning to use this video in my business writing course to introduce the idea of branding. As an extra credit for their group project, students will be asked to make a short branding video for their group. All groups are working on the same assignment with the same scenario and same role. This video asks them to both consider the uniqueness of their individual group but also the marketing purpose of the role they are playing in the scenario. I wonder if you also talk about personal branding in this course.

[@NorwichBSchool]

Hi Grace, that sounds great I hope that you and your students found this video useful. We teach personal branding on our MSc Brand Leadership course, we call it 'Brand Me'. In fact, our student Adedapo Adebajo wrote this blog 'Personal Branding: How to Brand Yourself': ueanbs.wordpress.com/2013/10/31/personal-branding-how-to-brand-yourself/

[@edhowie4613]

Using this in for a class would be pretty effective! Great idea.

[@NorwichBSchool]

Hi. Sorry for the delay in replying. The song is a royalty free track by artist Tim McMorris, aptly titled "Successful Business Venture

[@mayanksinghi666]

this is just an amazing video....its just great....i cant express it man...you people just did a great job...i wish my teacher could teach us in that way

[@LCP1x1]

Just imbedded your video in one of my blog articles. With credit to you of course. THanks for sharing this.

[@callahandawn]

Very interesting video. Thanks for sharing! I would like to see the stats for 2014!

[@cookiekeik]

The problem is nowadays companies use things like old styled branding on printed paper labels on medium quality products. But do we people still produce high quality products? Even if something is expensive it's usually just a little more durable because most buyers would handle the product with care "I paid so much for this Louis Vouton bag!". But mind of regular human is still in "medieval"- we believe that good catchphrase and clean clothes on clerk are equal to real care and quality.

[@imictfh]

I am a current MSc brand leadership student 2012/13 and just got headhunted. I shall be attending an interview in less than a fortnight no CV, no cover letter.. Why? We are a rare breed and this is a unique qualification. How many people are currently considering doing an MA Marketing or an MSc in Branding Strategy?100,000+? How many people will be looking to fill one same position this time next year? 100,000? Minimum ... Don't be a number or a follower, be a brand leader ;)

[@olaviosumbane4018]

A great video. Could you post new videos talking about the models to valuete brands?

[@khawajaansaruddin6940]

This Line ----> BRAND as a VERB ! got me

[@EdgardPontex]

Great! From beginning to end!

[@assessmentday1]

Fantastic video about branding!

[@eherrerausa]

Love it. Wow. You deserve a creative award for this.

[@Yogeshajwjnwnensnksjssu]

nice video and nice points drawn over here,good work

[@NorwichBSchool]

Hi Patricio. The purpose of the video is more a commentary on how brands become so huge rather than a celebration of this. In a nutshell, the Brand Leadership course is designed for people trying to learn about how to create successful brands (successful in terms of business), which is why we give the "successful" examples in our video.The more politically minded you are, the more you'll challenge the idea of a brand, I guess. Brands are what you make of them after all, love them or hate them :)