To understand what brandtailing is we first must break down the definition of each of the root words. What is a brand?
A Brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values, ideas, and even personality. The key objective is to create a relationship of trust.
A good brand name should:
- be protected (or at least protectable) under trademark law
- be easy to pronounce
- be easy to remember
- be easy to recognize
- be easy to translate into all languages in the markets where the brand will be used
- attract attention
- suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection)
- suggest the company or product image
- distinguish the product’s positioning relative to the competition.
- be attractive
- stand out among a group of other brands
What about retailing?
Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store or kiosk, or by post, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. Online retailing, also known as e-commerce is the latest form of non-shop retailing. This method is used every day via the internet and online stores.
How does all this relate to brandtailing. In a few different ways. Brandtailing is the associated retailing of products that have a strong dominiate brand. Some companies are known primarily for their brand. This brand is dominate and represents a well known and trusted product.
For instance, name a toothpaste? What’s the first name that comes to mind? Name a soda? Name a fast food restaurant. Which company was dominate? Companies spend tons of money branding themselves so you will think of them first. So brandtailing is either a retailer making the consumer think of them first and focusing on selling their brand, which happens to be a product or a competitive company piggybacking onto a larger company and shifting the consumer to think of them instead.
