The Importance Of Company Branding

Company branding can have a pivotal effect on the overall annual monetary gain of any business plan. Branding is a widely used term to describe the development and broadcast of a unique representation of a company and their mission. A brand includes, but not limited too, the name, the logo, and the motto (Briciu, 2016). Development of a brand involves marketing principles suited for the goods or service rendered from the company to the consumer. The specific consumers are the target audience that the company has chosen to develop a positive reputation with (Ahmad 2010). The general impact of branding primarily involves an intangible trust established by the company meeting the expectations of the target audience (Briciu 2016). Studies show

Reputational influence is the outcome of the authenticity of the buyer – seller relationship (Falkenreck 2011). This relationship is the foundation of a company having financial longevity. Subsequently, the authenticity of the buyer – seller relationship directly influences the confidence of investors to obtain of capital of a company. By obtaining capital in a company, investors have an input on the major decisions of a company. Vice versa, a strong report of the investors supporting a company influences the public’s perceived image of the company. Reputation influences a company’s customers’ reputation – based decisions, and the companies public image based on the expression of the consumers overall perception of the company’s brand, investors, and product. The public image drives the involvement of investors, which in turn contribute directly to the overall brand because the investors communally make decisions about the direction of the company (Özekmekçi

Quarterly or annually, the company must make changes to promote growth. To make these changes a company makes seamless transitions from its current operations to an improved operation. The affirmation of a seamless transition is the level of employee resistance to the changes. The internal goal is to have the satisfaction of the employees. The satisfied employees which embody the brand must be well versed in the companies brand made possible through effective communication like the buyer – seller relationship.

References

Briciu, V.A, and Briciu, A., "A Brief History of Brands and the Evolution of Place Branding," Bulletin of the Transilvania University of Braşov [Series VII: Social Sciences], Vol. 9 (58) No. 2 2016, p.137

Ahmad, Z. and Hashim, E., “Customer’s Brand Equity and Customer Loyalty: A Study on Hotel’s Conference Market,” World Applied Sciences Journal, Vol. 10 [Special Issue of Tourism & Hospitality], 2010, pp 115-120

Henrieta Hrablik Chovanováa*, Aleksander Ivanovich Korshunovb, Dagmar Babčanovác, “Impact of Brand on Consumer Behavior,” Business Economics and Management 2015 Conference, BEM2015, Procedia Economics and Finance 34 ( 2015 ) 615 – 621

Anca E.Cretu, Roderick, J. Brodie “The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective,” Industrial Marketing Management, Volume