Corporate Branding

Topics: Brand, Brand management, Marketing Pages: 2 (642 words) Published: March 17, 2013
Brand can be defined as a name, term, sign, symbol or design, or a combination of them intended to identify a company or its goods and services and to differentiate them from those of other competitors. The objectives that a good brand will achieve include delivers the message clearly and differentiate yourself from your competitor. Brands provide multiple sensory stimuli to enhance customer recognition. For example, a brand can be visually recognizable from its packaging, logo, shape, etc. It can also be recognizable via sound, such as hearing the name on a radio advertisement or talking with someone who mentions the product. Besides, brand also helps to position your focused message in the hearts and minds of your target customers and motivates the buyer. Well-developed and promoted brands make product positioning efforts more effective. The result is that upon exposure to a brand (e.g., hearing it, seeing it) customers conjure up mental images or feelings of the benefits they receive from using that brand. The reverse is even better. When customers associate benefits with a particular brand, the brand may have attained a significant competitive advantage. In these situations the customer who recognizes he needs a solution to a problem (e.g., needs to bleach clothes) may automatically think of one brand that offers the solution to the problem (e.g., Clorox). Brand can also create strong user loyalty. Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become Brand Loyal. Cultivating brand loyalty among customers is the ultimate reward for successful marketers since these customers are far less likely to be enticed to switch to other brands compared to non-loyal customers. Branding done by conduct research, ascertain your strengths, set up a tough position and make your brand personal. Customers believe that they will get more value out of the branded item or service. To beef up on your branding tactics,...
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