Brand Promotion In Marketing

CHAPTER-1

INTRODUCTION

INTRODUCTION

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with an iron stamp with later used in trade, marketing along with advertising.

Consequently it makes logic to appreciate that branding is not about getting the target market to choose a brand over the competition, but it is about getting the prospects to see it as the only one that provides a solution to their problem.

The brand must have a logo to make branding easier and more possible. The consumers choose if they will obtain a product or use a service based on how they sight the brand. The brand itself speaks us or let us visualize how good or bad the product is even if we never tasted it before! All that brand promotion and advertising really do tell us how great a brand can be (like Nike). Once a customer likes a brand he/she will definitely come back for repeated services or products. The traits of the product or services are ensured through the customers minds from the brand image.

To do well in branding one must appreciate the needs in addition to wants of their customers and forecast. This can be done by integrating the brand strategies from side to side the company at every point of public contact.

A strong brand is precious as the encounter for customers intensifies day by day. It's imperative to use time investing in researching, defining, and building the brand. Finally, a company’...

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...to lies developing a deep set of meanings for the brand. Once a target market segment can visualize all six dimensions of the brand, it will have established a strong rapport within the consumers’ purchase decision-making process.

HISTORY OF BRANDING

Brands in the field of marketing, originated in the 19th century with the advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. These factories, generating mass-produced goods, needed to sell their products in a wider market, to a customer base familiar only with local goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.