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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Brand | 13/13 | https://en.wikipedia.org/wiki/Brand | reference | science, encyclopedia | 2026-05-05T15:17:35.555020+00:00 | kb-cron |
Private label brands, also called own brands, or store brands have become popular. Where the retailer has a particularly strong identity (such as Marks & Spencer in the United Kingdom clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded. Designer Private Labels A relatively recent innovation in retailing is the introduction of designer private labels. Designer-private labels involve a collaborative contract between a well-known fashion designer and a retailer. Both retailer and designer collaborate to design goods with popular appeal pitched at price points that fit the consumer's budget. For retail outlets, these types of collaborations give them greater control over the design process as well as access to exclusive store brands that can potentially drive store traffic. In Australia, for example, the department store, Myer, now offers a range of exclusive designer private labels including Jayson Brundson, Karen Walker, Leona Edmiston, Wayne Cooper, Fleur Wood and 'L' for Lisa Ho. Another up-market department store, David Jones, currently offers 'Collette' for leading Australian designer, Collette Dinnigan, and has recently announced its intention to extend the number of exclusive designer brands. Target Australia has teamed up with Dannii Minogue to produce her "Petites" range. Specsavers has joined up with Sydney designer, Alex Perry to create an exclusive range of spectacle frames while Big W stocks frame designed by Peter Morrissey.
=== Individual and organizational brands === With the development of the brand, Branding is no longer limited to a product or service. There are kinds of branding that treat individuals and organizations as the products to be branded. Most NGOs and non-profit organizations carry their brand as a fundraising tool. The purpose of most NGOs is to leave a social impact so their brand becomes associated with specific social life matters. Amnesty International, Habitat for Humanity, World Wildlife Fund and AIESEC are among the most recognized brands around the world. NGOs and non-profit organizations moved beyond using their brands for fundraising to express their internal identity and to clarify their social goals and long-term aims. Organizational brands have well-determined brand guidelines and logo variables.
==== Personal branding ====
==== Employer branding ====
=== Crowd sourced branding === These are brands that are created by "the public" for the business, which is opposite to the traditional method where the business creates a brand.
=== Personalized branding === Many businesses have started to use elements of personalization in their branding strategies, offering the client or consumer the ability to choose from various brand options or have direct control over the brand. Examples of this include the #ShareACoke campaign by Coca-Cola which printed people's names and place names on their bottles encouraging people. AirBNB has created the facility for users to create their own symbol for the software to replace the brand's mark known as The Bélo.
=== Nation branding (place branding and public diplomacy) ===
Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries (closely related to place branding). Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasize their distinctive characteristics. The branding and image of a nation-state "and the successful transference of this image to its exports – is just as important as what they actually produce and sell."
=== Destination branding === Destination branding is the work of cities, states, and other localities to promote the location to tourists and drive additional revenues into a tax base. These activities are often undertaken by governments, but can also result from the work of community associations. The Destination Marketing Association International is the industry leading organization.
=== Brand protection ===
Intellectual property infringements, in particular counterfeiting, can affect consumer trust and ultimately damage brand equity. Brand protection is the set of preventive, monitoring and reactive measures taken by brand owners to eliminate, reduce or mitigate these infringements and their effect.
== Doppelgänger brand image (DBI) ==
A doppelgänger brand image or "DBI" is a disparaging image or story about a brand that is circulated in popular culture. DBI targets tend to be widely known and recognizable brands. The purpose of DBIs is to undermine the positive brand meanings the brand owners are trying to instill through their marketing activities. The term stems from the combination of the German words doppel ('double') and gänger ('walker'). Doppelgänger brands are typically created by individuals or groups to express criticism of a brand and its perceived values, through a form of parody, and are typically unflattering in nature. Due to the ability of doppelgänger brands to rapidly propagate virally through digital media channels, they can represent a real threat to the equity of the target brand. Sometimes the target organization is forced to address the root concern or to re-position the brand in a way that defuses the criticism. Examples include:
Joe Chemo campaign organized to criticize the marketing of tobacco products to children and their harmful effects. Parody of the Pepsi logo as an obese man to highlight the relationship between soft drink consumption and obesity. The FUH2 campaign protesting the Hummer SUV as a symbol of corporate and public irresponsibility toward public safety and the environment. In the 2006 article "Emotional Branding and the Strategic Value of the Doppelgänger Brand Image", Thompson, Rindfleisch, and Arsel suggest that a doppelgänger brand image can be a benefit to a brand if taken as an early warning sign that the brand is losing emotional authenticity with its market.
== International Standards == The ISO branding standards developed by the Committee ISO/TC 289 are:
'ISO 10668:2010' Brand valuation - Requirements for monetary brand valuation , 'ISO 20671:2021' Brand evaluation - Principles and fundamentals . Two other ISO standards are being developed by ISO/TC 289:
ISO/AWI 23353 Brand evaluation - Guidelines for brands relating to geographical indications ISO/AWI 24051 Brand evaluation - Guide for the annual brand evaluation.
== See also ==
== References ==