the role of film in brand, branding, rebranding, and international ...

Arabian Journal of Business and Management Review (OMAN Chapter) Vol. 2, No.3; Oct. 2012
UNDERSTANDING BRANDS AND BRANDING
ELEMENTS OF A BRAND
The rapidity with which techniques of branding are adopted and applied in the sociocultural and
politico-economic departments of human enterprise is breathtaking and sizzling , especially
now, when global economy and politics is shaped by ferocious competition for institutional
relevance and dominance, in an environment that is congruously interconnected and
interdependent. Branding and rebranding are designs currently adopted to boost and permit the
growth and development of products, services, and entities, which swim in the ocean of esteem
and superiority, by drowning competing products and entities, in the waters of profitability,
relevance, and consumer (or brand) loyalty; branding and rebranding yield results for those who
tenaciously apply its guiding principles, while adopting it as a paradigm for positive reform, but
this outcome is not tenable, if the principal elements of a brand are not exploited, and they are:
Interior Elements: This refers to the internal components of a brand, which includes its
personality (the customer’s perception of the brand) and its self image (the conception or view
created by a brand about itself and its owners), as well as other internally originated apparatuses
of a brand.
Exterior Elements: A brand also has external ingredients, which comprises of such elements as
its relationship with its patrons, the brand’s expressions that cultivate a clientele base for it, and
the physical attributes of the brand; these yardsticks are employed by some scholars to
compartmentalise elements of a brand, but others apply other benchmarks like:
1. Psychological Component: the foundation of this element of a brand, which is otherwise
referred to as brand image, is the mind, and it is birthed from information gathered and
expectations generated in respect of a particular product, service, or entity, by an individual,
culminating in the establishment of emblematic paradigms or archetypes in the mind of the
individual, which influences the individual to allocate certain exclusive and exceptional
qualities and traits to the brand, in submission to the gambits of brand managers, who
deliberately reinforce the expectations accompanying a brand experience, thus making a
statement, a promise, and assurance of quality to its clienteles.
2. Experiential Component: every contact made with a brand by an individual, irrespective
of whether it is meaningful or not, from which opinions are moulded and judgments
directed, which is rather overt in nature, is apportioned to the experiential segment of a
brand.
To some other scholars, the assertion and aforementioned sectionalisation of brands into
psychological and experiential subunits is unacceptable, since they see it as being too restrictive
and compressed. These radical scholars therefore hold that a brand can be elaborately analysed
and compartmentalised into segments other than the aforementioned subunits, and these are:
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