What is Branding?

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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 💥

[@nicosbodega]

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

[@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!

[@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.

[@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

[@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

[@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

[@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.

[@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

[@sabauddin2273]

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

[@InstTaxSolutionsLLC]

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

[@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!

[@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.

[@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!

[@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.

[@TheBrandingGuy]

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

[@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

[@THALOOTI]

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

[@MrRecommends]

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

[@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

[@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.

[@ianmcquaid]

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

[@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!

[@haroldsomarriba]

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

[@larstu24]

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

[@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

[@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.

[@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.

[@enrique17mr]

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

[@mozlau]

Very good commercial! Nice music!

[@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!.

[@edhowie4613]

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

[@AllisimaProductions]

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

[@Atma76x]

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

[@LCP1x1]

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

[@mitchiemasha]

Good to see ppl putting out a positive vibe.

[@surashi1]

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

[@aviherbatschek]

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

[@AlanDuesterhaus]

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

[@8Wylie]

Superb video! Professional quality.

[@qalaaaonthemic]

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

[@brandsformation1586]

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

[@artistfirst7011]

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

[@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.

[@Hari.Muliyana]

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

[@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.

[@quasimchambers]

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

[@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.

[@TheresaGrainger]

What a powerful little clip, thank you!

[@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

[@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 :)

[@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 :)

[@lucia.marginean]

Very dynamic presentation! Thanks!

[@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 :)

[@wmcpr3492]

A very good description of branding.

[@olaviosumbane4018]

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

[@Medlazaro007]

I LOVE THE WAY THIS VIDEO WAS MADE SO

[@tasyazakaria7257]

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

[@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.

[@branwardbranding]

Simply! Understanding is believing :)

[@aritheeagle]

@NorwichBSchool Awesome and appreciate the grasp of the concept. I am a developing professional photographer and wish to enhance my personal brand statement as a photographer. Where do I begin and what should I be focusing on immediately remains the nagging question for me.

[@EdgardPontex]

Great! From beginning to end!

[@iteroange]

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

[@StartforArt]

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

[@ROIMediaWorks]

Cool Video, really like the simple analysis and comparison on how it's changed. You would have mentioned Social Media.

[@lisaemms1]

Brilliant - gets me asking some questions though!

[@thebrandingsteam9771]

Really nicely done. Thanks for the great informative video!

[@PROFESSORMORIM]

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

[@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

[@Harshit564-o5g]

nice video and nice points drawn over here,good work

[@eherrerausa]

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

[@NorwichBSchool]

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

[@callahandawn]

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

[@ogabekking6763]

very good

[@laladieladada]

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

[@assessmentday1]

Fantastic video about branding!

[@rustycarno]

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

[@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]

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?

[@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!

[@bahraouik]

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

[@quaqmireful]

LOL am impressed at the presentation. And a good way to 'brand' your organization, too :)

[@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!

[@JoHNSoNFilm]

Very nice soundtrack and video! Thumbs up! :-)

[@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.

[@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.

[@vaibhavarora1998]

This is a mind blowing video. What all software did u use? Would help me a lot. Thanx in Advance.

[@УголокФрилансера]

I do not know English, but I really like your style, beautiful. I also have a dream to do such advertising and every little step I did it. It is strange that there are no comments, beautiful on! (google translate)

[@TungstenBranding]

Great work and excellent examples! I sense some potential branding talent behind all this.

[@Brandinglosangeles]

Nice explanation! Thanks for sharing

[@257429akshay]

interesting video , and lot of knowhow is earned

[@beatrizc.ricardo8752]

Great video, what is the name of the song that accompanies the video?

[@JavierCollazosNyve]

Which program did the students use for this video?

[@aanchalloya649]

Awesome stuff guys! How do you make something like this....? I having been making videos but want to learn better about them...

[@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.

[@manikandaprasad2344]

It's really amazing 👏 😍

[@mytravellog]

This video in itself is good branding, half a million views :)

[@midoone3011]

it is a fantastic small video. I liked it

[@ayotadhiambo]

This is beautiful!!!! I love it!