What is Branding?

We found the book 'What is Branding?' by Matthew Healey and it had a fair few pointers in it which can help us with our project.

The positioning of a brand: 
'defining in the mind of a customer what a brand stands for and how it compares with competing brands'. We need to understand Fairy and its values fully before making  any decision on what we will create.

Storytelling:
'everyone is drawn to a good, emotional story and wants to hear the best ones over and over again. When we buy brands, we take part in their story: great brands reassure us as to what an important role we play in their great story.' Like Fairy's adverts of mum's washing up and looking after their family.

Branding can ...
- reinforce a good reputation
- encourage loyalty
- assure quality
- convey a perception of greater worth, allowing a product to be priced higher
- grant the buyer a sense of affirmation and entry into an imaginary community of shared values

Fast-moving consumer goods:
ie. supermarket products
'Buying brands gets you a place in an idealised world and satisfies the desire aroused by brands' advertising. Whether we like it or not, this is a fact of life.'

Values:
Very often brands will talk of 'integrity', 'a commitment to excellence', and 'customer responsiveness' and consumers fall for this despite the fact that all brands SHOULD be like this anyway, not as an added extra.