Branding and Related Research Fields

Chapter
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Abstract

Marketing has gone through a shift from a product focus to the consumer focus of market orientation and branding. Successful brands create value both for the producer and for the consumer and are traded at a premium. Branding is in its essence a strategic issue, and the areas of branding that are explored further in the chapter are service branding and general commodity branding. There are several examples provided on how generic commodities have been successfully branded by adding distinctive features or benefits. It can be difficult to differentiate an invisible commodity such as electricity by adding distinctive features. By adopting a relationship aspect and looking at differentiation through service it can be stated that electricity can be differentiated and therefore branded.

Keywords

Commodity branding Service branding Customer relationship Differentiation Market orientation 
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© The Author(s) 2017

Authors and Affiliations

  1. 1.University of IcelandReykjavikIceland

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