branding. general issues

by Dina Nikeshina

Branding is always a part of marketing campaign. Even if created for non-commercial institution—such as foundation.

Because marketing is not a system of relations aimed to buy-sell products, and to make money. It is a system of relations of being EFFECTIVE IN ANY FIELD OF ACTIVITY. Even non-commercial.

And marketing rules (including branding) can be easily applied to nearly all activities - from exporting petrolium and nuclear weapons, to self-promotion in show-business.

Let’s not consider marketing to be commercial only. Such instruments as competitors study, promotion methods, public relations - are useful and important also for non-commercial institutions. The same is with branding.

The following is my presentation made for branding study.