What is Branding?
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- เผยแพร่เมื่อ 15 ก.ย. 2011
- Facebook: / norwichbschool
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.
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.
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.
MrCherryJuice thank you🥺
I say it all the time: everything you do either adds or takes away from your brand.
Awesome.. even after 8 years it's crystal clear 💥
We had this video and music playing on repeat for 2hours during our branding taste challenge on Saturday. I am now equally insane :D!
One of the best and inspirational videos about the power you have to create a new brand ... Congratulations!
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
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.
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.
Great job to the producers of this video. Branding is so much more than many people realize.
The power of branding is truly remarkable. I enjoyed your video. Well done!
This has to be one of the best branding videos on TH-cam - thanks for sharing.
this has helped me to make my most recent branding video, thankyou
It's insane to see all the data put out this way! Love it.
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!
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
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
Simply! Understanding is believing :)
This is a great & vibrant video to understand exactly what branding is! Thanks for sharing it!
Branding is that you are everywhere, recognizable and most important you the founder(s) have to believe it.
Amazed to watch a bundle of knowledge in 3 minutes on equity ...
The song is a royalty free track by artist Tim McMorris, aptly titled "Successful Business Venture".
That is clearly a ripoff of "Clocks" by Cold Play.
Aaron Harburg And it's all clearly a ripoff of playing the scales, umm "artistically" ? #coldplay = #meh
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.
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.
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.
If ever I was struggling to illustrate the end of the world, you boys came through
Good to see ppl putting out a positive vibe.
What a powerful little clip, thank you!
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!
What an amazing video! A very good explanation of the toughest yet easiest emotion- Brand
By far the best of its kind.
10 of 10
Job well done to the authors!
Loved it. Awesome video. Great work.
This is a great video that helps clear up some misconceptions about what a brand is.
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!.
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.
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!
We're really glad you enjoyed it!
Brilliant! I'll be directing my CIM students towards this, well done
Great video! Simple and easy to understand. Thank you for making this video!
Friggen Awesome! I needed videos for my ESP Marketing class, and here's one that doesn't need subtitles! It brought me to tears.
This video has been added as Top 2 in Top 20 Favorite Videos of 2013.
I LOVE THE WAY THIS VIDEO WAS MADE SO
Didn't see that one coming...This is just brilliant East Anglia....👍👍 WOw!!!
This is beautiful!!!! I love it!
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!
thank you, I teach branding and will use it as an intro
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.
Love it. Wow. You deserve a creative award for this.
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.
Thank you Tim, we really appreciate comments like this :)
Really nicely done. Thanks for the great informative video!
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.
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 :)
We're glad you like it and that it was helpful! Watch out for another video produced by UEA coming soon....
Fantástico!!
Fantástic, Branding is Relationship in essence , shows the amazing number of possibilities we have! Congratulations!
Thank you excellent material for my marketers. Branding lives into every person.
Very dynamic presentation! Thanks!
This is so inspiring! Thanks for sharing.
Nice job! I will be showing this to my strategic brand management students.
Very interesting video. Thanks for sharing! I would like to see the stats for 2014!
Great! From beginning to end!
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.
Of course - just ensure that we are referenced and linked! That would be brilliant - thank you for asking to use it.
A very good description of branding.
An illuminating video, but fundamentally one should never forget that "brands" start with and are created by individual people.
Such a good video by using a simple example to understand. Thank you :)
Superb video! Professional quality.
Hi, we've never thought about that before! Thanks for highlighting that fact. It would be interesting to know if others are confused by that too.
@teteugarcia We're glad you think so. Thank you for the feedback!
Thank you for your kind comment!
Great work and excellent examples! I sense some potential branding talent behind all this.
Thank you very much James! You summarise it very well too :)
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
splendid !
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
I can't agree more. Thank you.
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 :)
Thank you, Mason. Nice constructive comment, we hope to make more fresh and exciting videos in the future.
Beautiful Video!
May i know what was the tune used in the video ? it was very catchy
Nice explanation! Thanks for sharing
Great content, wonderful presentation, and awesome video! Something really useful that each one of us should be aware about. Thanks!
@taraskovaliv Thank you for the feedback. We did test the video on a number of users and slowed the information down on a few sections. Our research shows that most people want relatively short videos e.g. 2-3 minutes. However I appreciate that there is a lot to take in. We will certainly take note for our next video.
Wow, que genial está este video. ¡Que excelente!
Brilliant - gets me asking some questions though!
@ejazasi Apologies for not getting back to you sooner! The song is a royalty free track by artist Tim McMorris, aptly titled "Successful Business Venture".
Richard Branson is definitely one of my mentors.
Very good commercial! Nice music!
perfect discussion, thanks i understand what is branding now
Great job, anyone know what song in this video?
@morim13 Thank you for the congratulations. Much appreciated!
Woww.. gooooddddd
Fantastic video about branding!
Empowering, innovation. Always.
@amlanmathurvids The software used to produce the motion graphics in this video was Adobe After Effects. A bit of Final Cut Pro was also used for retiming and syncing to the music.
helped me a lot. thank.
Just imbedded your video in one of my blog articles. With credit to you of course. THanks for sharing this.
very nice presentation......great work done
Hello! Is there any way i could get an MP4 version of this video? I would like to incorporate it into a presentation. The room i will be giving the presentation in a room that has very poor wifi. I can content with someone offline if i need too. Thanks!
LOL am impressed at the presentation. And a good way to 'brand' your organization, too :)
@tarkoffdesign Hi Tarkoff - really glad you liked the Branding video - thanks for the feedback!
I fully understand this video and the common knowledge of brands has nothing to with it but the comments do great metaphoric video
Great video, what is the name of the song that accompanies the video?
A great video. Could you post new videos talking about the models to valuete brands?
what software did they use for making these kind of videos?
ravi teja could either be Final Cut Pro, Adobe Premiere Pro, Avid, Vegas. Etc.
amazing video...LOVED IT!!!!!!!!!!!!!!