Branding – Non-Branded Keywords
To identify a brand one must take into account all the definitions and characteristics of brands in the business and marketing literature, with special reference to how they are recognized as distinctive. Branding helps identify an organization in terms of associations with certain characteristics that are shared by all those who use a particular product or service. For example, one can compare Apple with RIM, BlackBerry with the Blackberry telephone, etc. In this article we shall see how branding is used to identify businesses.
Branding has been used in business and marketing literature since as long as I can remember. Unfortunately this important tool is often misused. Some authors describe branding as “identity marketing” (a description I subscribe to but would include more refinements to this theory), while others describe it as “categorization without categorization.” Another explanation sometimes given is that branding involves “focusing on the customer’s past experiences with a company rather than their future experience with the company.” In this article we will consider some of these definitions and look at how they relate to business and marketing.
What is branding? The best explanation of this question is that branding is the process by which an individual or group identifies an object, service or company as being distinctive. They then apply this unique mark to create a relationship between themselves and this newly identified object. In essence, branding is the process of identifying a specific thing and applying a human label to it. Branding can take many forms, from funny captions on coffee packets to full-color ads on major media outlets.
In business and marketing practice, branding is normally associated with identifying a brand name. A brand name is a term that is used to describe a unique property of a particular product or service. It is used as a way of describing that product or service so that people know what it is. In business, a branded word is one that is sufficiently unique and memorable so that people think of it when they see it. So a brand name used on a website has to be distinctive and non-offensive; this is usually done through the use of branded keywords.
The advantage of using branded keywords is that it increases the search engine rankings of websites by making them easy to remember. A branded keyword can also be the most important factor in driving traffic to a website, which helps to increase sales. One of the key things that you have to remember about non-branded keywords, however, is that search engines will not rank them very highly because they are too generic, even though it is true that some of the better quality non-branded keywords have become extremely popular over recent years.
So there you have it, branding, non-branding and branding. If you want your website to be seen as a serious business, then bear in mind that branding is the process of human branding. Human branding occurs when a person adds their reputation to your brand by sharing positive associations associated with your product or service with others.