Degree Branding and Thompson Total Branding

360 Degree Branding and Thompson Total Branding 4

Running Head: 360 Degree Branding and Thompson Total Branding

360 Degree Branding and Thompson Total Branding

360 Degree Branding and Thompson Total Branding

The developments as well as maintenance of the identity of a brand seem to be essential and mostly in relation to advertising or companies operating in the modern era. In today’s advertising arena, a number of processes have been developed and at the same time implemented by the advertising agencies to help them have a competitive advantage over others in the markets based on the process that they choose to apply (Cheverton, 2004). These paper sets out to compare and contrast the use of processes and attribute of two such processes that is the 360 degree branding and the Thompson total branding.

A major similarity between the 360 degree branding and the Thompson total branding is that they set out to meet and advertise to the consumers in the most effective manner with the aim of attaining a greater number of customers (Paley, 2006). The 360 degree branding is termed as an approach that relates to branding and it encompasses the brand identity is represented well at all points of the consumer contact. In simpler terms, the 360 degree branding sets out to establish lasting relationships with the consumers. The lasting relationship is developed by ensuring that the relationship between the customer and the company is managed well by meeting the wants and needs of the customers at an individual level and also in a timely manner to enhance the satisfaction of the consumers. Additionally, a lot of attention is given to all the points of contact between the brands and the customers (Chernev & Kotler, 2012). In contrast, Thompson total branding is termed as a protocol that is a collection of some proven methodologies and tools that stimulate creative thoughts and offers some order in relation to the chaos of advertising in a genuine way. In more simpler terms, TTB sets out to address five main questions that is where we are now, why we are there, where we could be, how to get there and whether we are getting there (Isorena, n.d). The 360 total branding approaches rely heavily on the idea that products and services from companies constantly send messages to the consumers. In relation to these, the constant messages need to be harmonized and at the same time coordinated so as to ensure that there is integrated marketing. The principle idea of this approach is to reinforce the perception of the customers in regard to the brand more regularly (Sweeney, MacLellan, Dorey, 2007). In more precise terms, in instances when a customer gets a certain impression from a certain product during a certain period of time, the created impression need to act as a reinforcement to the previous impressions that had been created earlier. Conversely, TTB entails a number of discoveries that acts as guides the advertisers in their endeavor. These kinds of discoveries can be termed as insights to the essential attributes of brands and in relation to these, all the necessary steps needs to be taken to ascertain their importance to the consumers of the brands (McKeown, 2012).


Chernev, A. & Kotler, P. (2012). Strategic Marketing Management. Paperback

Cheverton, P. (2004). Key Marketing Skills: Strategies, Tools & Techniques for Marketing Success. London, GBR: Kogan Page Ltd.

Isorena, R. (n.d). James Walter and the Thompson Branding Philosophy. Retrieved April 29, 2016 from

McKeown, M. (2012). The Strategy Book. Paperback

Paley, N. (2006). Manager’s Guide to Competitive Marketing Strategies. London, GBR: Thorogood Publishing.

Sweeney, S., MacLellan, A., Dorey, E. (2007). Marketing on the Internet: Third Generation Internet Marketing Strategies for Online Success. Gulf Breeze, FL, USA: Maximum Press.