The Brand-
Branding has been around for centuries as means to distinguish the goods of one producer from those of another. Its significance can be understood by the fact that corporations spend millions on just designing and implementing brand strategies. Firms and organizations have come to the realization that one of their most valuable assets is the brand name associated with their products or services. The American Marketing Association (AMA) defines 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 competition.” So technically it means that whenever a marketer creates a new symbol, name or emblem
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Intangible: Brand position and image, Customer’s experiences etc.
Brand Essence It is the single most captivating thing about a brand that differentiates it from the rival brands. The brand essence provides an insight of the seller 's marketing strategies and is based on consumers ' needs. It plays a very important role for organizations competing in the B2C markets. Brand essence is generally short and can be expressed in a few words.
There are seven contributing elements of brand essence:
- Authenticity: Sticking to the promises made by the brand as the consumers expect the sellers to be genuine and honest with their products.
- Relevance: How relevant the brand is with respect to the needs of the consumer defines its relevance.
- Consistency: A brand loses its essence if it fails to match the expectations of the consumers. A brand should consistently use and emphasize on its logo.
- Durability: If a brand is consistent then the essence remains same over time. Even if factors like packaging and symbols change, the essence does not change.
- Single mindedness: It reflects the focus of the brand in terms of sticking to just one central
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- Website layout along with Social media page applications.
- Editorial guidelines and copywriting methods.
These guidelines should provide the flexibility for the designers to be creative, but at the same time they should be rigid enough to keep your brand easily recognizable. Consistency is the key, especially if you need the brand to extend across multiple media platforms.
Elements of a Brand
The key to creating a brand is to be able to choose certain characteristic that distinguishes a product from others. These different components or characteristics of a brand that identify and differentiate it are called brand elements. There are eight essential elements of a brand as given below:
- Brand Name: This is the name that will create the identity of the brand and be visible everywhere. In order for it to be simple and memorable it should be meaningful, easily pronounceable and unique.
- Tone: Tone of communication between the seller and consumer
- Logo: The logo can be anything from simple text to abstract designs but it must be relevant to the product or service, iconic, and attractive.
- Slogan: It should summarize the overall value of the
An effective logo is unique, intelligent, visually enticing, and saves its desired message. In its original form, a well-designed logo is a form of brand identity. Although the design process becomes complex or time-consuming, the end product should always be understandable, memorable, sustainable, versatile and appropriate. 4. Make an active design
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
A brand logo is a graphic symbol being used by organisations including businesses to represent and promote their establishments, and more importantly to create an unique identity of their products and services. The effective use of logo enables the company to engage the customers with a distinctive way and associate it with a brand name and slogan.
If companies wanted to be successful in the marketplace, then they needed to understand the idea that their true product was not their product, but a lifestyle and the meaning of life itself. This is lifestyle branding. This philosophy explains why we see products internationally and specifically marketed toward teens and young adults. Lifestyle branding is why we are hearing more and more of sweatshops, “McJobs”, and the quality of the product diminishing. Nearly every corporation in America has been McDonaldized: where companies sacrifice individualization in employees and quality products for cheap, mass-produced, assembly line production. The promise of choice seems to ironically create less choice. No logo is the spirit of anti-corporate resistance. The process of branding in its simplest form is
According to the Oxford dictionary, a brand can be defined as a type of product manufactured by a particular company under a particular name, with a particular identity or image that is regarded as an asset.
A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability assurance and care.
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
What is brand? Brand is a trade name which can distinguish from other product or service (Intellectual property office, 2013). Another meaning of the brand is to convey the promise or message to the customer (Intellectual property office, 2013). A powerful brand can lead the company to go further in the industry and it can develop the company's potential (Temporal, 2010). Therefore, brand is a signifying of the company.
Consistency is significant merely if the channel image improves the brand image or matches the entity’s images. Thus, it’s important to prevent from using numerous paths to weak the entity’s icon. Nevertheless, if the brand images are stronger than the channel image, it is going to badly affect the brand image. So, the consistency of the brand image and the channel image is restrictive just if entity have a plan about develop its brand image.
“Linked to a brand, its name is the symbol that adds to or subtract from the value provided by a product or service.” (Aeler, 1991) Like country of origin, brand equity is also one of the reasons why some people want to have a well-known brands in the whole world. Sometimes it is not all about the price anymore because in today’s generation brand is more important than
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Brand is the name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of others. Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol, and was subsequently used in business, marketing, and advertising.
Branding and marketing are both buzzwords that to the uninitiated seem interchangeable. After all, they’re both methods businesses can use to increase their profits and productivity. Despite this end goal, there are subtle differences in how and why the tactics are used.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.