Whenever we go to retail shop for purchase a biscuits we tell them a brand name like ;
“Parle-G, Good Day, Marigold” etc. All my friends and colleagues know that Suzuki Ertiga
is my favorite four wheeler. Only thing I know about this “Maruti Ertiga” is, Their product design? Their advertising?. Market share of this four wheeler in May 2016 is 49.19% as per “www.mycarhelpline.com”. Here the question arise that why this car had captured huge share
in four wheeler market in India, The answer is lies in the product design. Let's talk something
about Ertiga; The name means is next generation. Design of the car is made for a family.
There are only few advertisements of this four wheeler but, It comes from the Maruti family
the name you can trust always.
A Question arises here is what is Brand ?. We can define brand with different definitions in
different aspects. Some of the definitions of Branding are as follows:-
“Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa.” Jay Baer
“A brand is a reason to choose. Cheryl Burgess” – Blue Focus Marketing
“A brand symbol as “anything that leaves a mental picture of the brand’s identity.” Leo Burnett
In a simple context or in other words Brand is defined as - A Brand is image, design, symbol,
term, name, shape or a combinations which meant to identify goals and services of a seller or
manufacturer and differentiate different sellers or a manufacturers from one another.
A brand is the nature of one’s own unique story. This is as true for personal branding
as it is for business branding. The key, though, is reaching down and pulling out the real,
unique “you”. Otherwise, your brand will just be a face. The power of a strong logo in
brand identity is that a simple visual can at once communicate a brand and what it is about.
Some large brands are able to do this by symbol only, without words, that is the Holy Grail
that brands dream about. This seems to represent the very essence of communication at
its most primitive roots. Few can pull it off. Logos are vitally important, but are just one
component of what creates a strong brand.
"Logos should support the broader brand strategy that supports an even bigger brand story". Paul BiedermannBrands plays an important role to determine the effectiveness of marketing management such as advertisement of a product in different sectors and in different fields, like online advertising and offline advertisement, traditional and modern advertisement. It also plays a key role in finance of a business, In simple words brand is a key asset of business and in financial sense of an organisation. Your brand tells who you are, who you want to be and who people perceive you to be. Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below: What is your company's mission? What are the benefits and features of your products or services? What do your customers and prospects already think of your company? What qualities do you want them to associate with your company? Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think. A product point of view market, and. A finance point of market. Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips: Get a great logo. Place it everywhere. Write down your brand messaging. What are the key messages you want to communicate about your brand. Every employee should be aware of your brand attributes. Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your sales people wear on sales calls, your email signature, everything. Create a "voice" for your company that reflects your brand.This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be casual. Is it ritzy? Be more formal. You get the gist. Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand. Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent. Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise. Be consistent. This tip involves all the above and is the most important tip on this list. If you can't do this, your attempts at establishing a brand will fail. Brands includes several key functions. For sellers, brands give goodwill, demand of a product to trig in market, and encourage them to increase quality of the product and competition in tough market of competitors. For customers, brands give choice between products and between different sellers, promise for a good quality of product, trust on sellers and their’s product and reduce price by increasing competition between sellers. Brands create transparent experience between customers and their consumed products. Generally brands show their impact on different levels :- A customer point of view market. A product point of view market, and. A finance point of market. Branding must be consistent over time and across your entire business operations and marketing activities. It is the image your customers know and respond to, so it must be recognizable over time. It is a combination of your logo, location, corporate look, policies, marketing activities and customer service. A happy customer will recommend your enterprise to others not just because of a good price on a product but because the entire experience of doing business with your company was satisfying.
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