There are various applications of brand management, such as highlighting the positive aspects of a person, a company or a nation. Therefore, it is essential to know the types of branding and the objectives it pursues.
Each brand needs to be created based on the reality of the product or service that identifies it. In this way, it must have certain characteristics that represent its vision and the objective it wants to achieve. With this, it seeks to make people feel the need to connect with what it represents, which is why there are various types of branding that serve different purposes.
One of the objectives of the Bachelor of Marketing at Southern New Hampshire University is to train professionals who can formulate marketing strategies aligned with the general vision of a brand. That is why they must know the types of branding to know how to highlight products and services through their identity.
Types of branding
Positioning strategies have evolved to suit the most specific objectives of brands, focusing on taking advantage of emotions and the effects of living an experience . Thinking about different realities and applications, the following types represent the most frequent uses given to branding strategies :
Corporate.
Staff.
Digital.
Political.
Social.
Emotional.
Commercial.
Country .
Employer .
Learn more about the topic by reading: Branding and the elements that comprise it .
Corporate branding
This was the first application of branding . It involves the construction, development and management of the brand of any type of company. It focuses on defining the objectives, visual identity and values of the organization. By developing all the basic aspects of the brand, it allows you to stand out from the competition with a clearly differentiating category or product.
Personal branding
The focus is on the person and the way in which they are perceived by others, thanks to the activities, actions or functions that they perform, transmit and communicate, which is reflected in their image. They seek to generate special connections with others to make their career or business known. Currently, the greatest allies of this type of branding are networking , social networks and social media .
Digital branding
It has to do with having a presence in the digital sphere. It is used to create links between businesses and their audiences. This branding allows the brand to express its personality, style cpa email list and social approach, taking advantage of the opportunity to create ties beyond the commercial aspect. It uses various Digital Marketing techniques, such as Content and Email Marketing, as well as Social Networks, among others.
Political branding
The world of politics has also managed to benefit from branding . It allows the construction of a brand that is associated with a candidate, seeking to generate trust, sympathy and, of course, loyalty. The strategies focus on planning and executing actions that provoke a positive perception to impact society, with the well-defined objective of obtaining votes to win an election.
Social branding
This is what is currently in fashion. It is also known as “brand activism”. It seeks to boost business through actions that show that it helps social transformation. Generally, the brand supports a social cause, demonstrating its sensitivity and commitment to well-defined ethical values. Through campaigns, it makes known its concern for relevant issues.
Emotional branding
What a brand wants is for customers to fall in love with it, so this is one of the best strategies to activate emotions and connect with consumers. The goal is to create stories that people empathize with and then share, achieving great exposure. In this way, customers become loyal to what the company represents and not just to its products.
Commercial branding
This type of branding aims to clearly and optimally represent the brand through its products, belief systems and organizational values. The main objective is to discover the essence that distinguishes a business from its competition. Consequently, the brand is positioned with a clear commercial focus, aimed especially at selling its products or services.
Country branding
This is a strategy that highlights the aspects that identify and make a country unique and special. Its purpose is to create interest, improve its reputation among other nations, attract investments and generate a sense of identification and belonging among citizens. It is a way of building an image that is perceived positively to encourage and promote tourism.
Employer branding
It is one of the most recent applications of branding , as it refers to the creation of an employee brand, so that the company is seen as a place where many people want to go to work. It has two major advantages: first, it serves to attract and retain human talent, and second, current employees become ambassadors of a very attractive organizational culture for the labor market.