The Multi-Dimensional Application/Use of Branding in the Universe of Marketers

The article considers branding as an instrument of multi-dimensional importance to producers contrary to the view of mono-dimensional use, in the sense that branding merely serves as an instrument of product differentiation in the entire marketing process. The multi-dimensional application of branding is believed to be made possible through its capability to evolve a “deep-brand” with essentially six levels of meaning, each meaning serving to achieve one marketing objective or the other. In this context, multidimensional application/use of branding is discussed along the following perspectives: (a) line extension/stretching enabling the marketing organisation to introduce new items with new features in the existing product category in order to achieve a number of set marketing objectives; (b) brand extension/stretching; (c) multi-branding; (d) co-branding/dual branding; and (e) brand equity; each perspective tacitly permitting the manufacturer to achieve a number of set objectives in the market place. In conclusion, branding as an instrument of multi-dimensional importance, in the entire marketing process, is discussed in the sense of the overall competitive advantage(s) it offers professional marketers.