2. Definition
Branding, by definition, is a marketing
practice in which a company creates a
name, symbol or design that is easily
identifiable as belonging to the company.
This helps to identify a product and
distinguish it from other products and
services.
3. Definition-That is
Branding is important because not only is it what
makes a memorable impression on consumers but
it allows your customers and clients to know what
to expect from your company.
It is a way of distinguishing yourself from the
competitors and clarifying what it is you offer that
makes you the better choice.
Your brand is built to be a true representation of
who you are as a business, and how you wish to
be perceived.
4. Definition-That is
There are many areas that are used to
develop a brand including advertising,
customer service, promotional
merchandise, reputation, and logo.
All of these elements work together to
create one unique and (hopefully)
attention-grabbing professional profile.
5. Concepts
Effective branding can result in higher
sales of not only one product, but of other
products associated with that brand.
If a customer loves Pillsbury biscuits and
trusts the brand, he or she is more likely to
try other products offered by the company
– such as chocolate-chip cookies.
6. Concepts: Brand Names &
Trademarks
A brand name is the part of a brand that can
be spoken or written and identifies a
product, service or company and sets it
apart from other comparable products
within a category.
A brand name may include words, phrases,
signs, symbols, designs, or any
combination of these elements.
7. Concepts: Brand Names &
Trademarks
A trademark which refers to the brand name
or part of a brand that is legally protected.
For example, Coca-Cola not only protects the
brand name, Coca-Cola, but also protects the
distinctive Spenserian script and the
contoured shape of the bottle.
8. Concepts: Corporate brand
identity
The brand identity is a set of individual
components, such as a name, a design, a set
of images, a slogan, a vision, a design, writing
style, a particular font or a symbol etc. which
sets the brand aside from others.
For a company to exude a strong sense of
brand identity, it must have an in-depth
understanding of its target market, competitors
and the surrounding business environment.
9. Concepts: Corporate brand
identity
Brand identity includes both the core identity and the extended
identity.
The core identity reflects consistent long-term associations with
the brand; whereas the extended identity involves the intricate
details of the brand that help generate a constant motif.
According to Kotler et al. (2009), a brand's identity may deliver
four levels of meaning:
i. Attributes
ii. Benefits
iii. Values
iv. personality
10. Concepts: Brand Personality
It refers to “the set of human personality traits that are both
applicable to and relevant for brands.”
Aaker conceptualised brand personality as consisting of five
broad dimensions, namely:
1. Sincerity (down-to-earth, honest, wholesome, and cheerful)
2. Excitement (daring, spirited, imaginative, and up to date)
3. Competence (reliable, intelligent, and successful),
sophistication (glamorous, upper class, charming)
4. Ruggedness (outdoorsy and tough)
11. Concepts: Brand Awareness
Brand awareness involves a customers' ability to recall
and/or recognize brands, logos and branded
advertising. Brands helps customers to understand
which brands or products belong to which product or
service category.
Types of awareness
1. Top-of-Mind
2. Brand recall
3. Brand Recognition
4. Strategic awareness
12. Concepts: Brand Awareness
Most companies aim for "Top-of-Mind" which occurs when a brand
pops into a consumer's mind when asked to name brands in a
product category.
Brand recall (also known as unaided brand
awareness or spontaneous awareness) refers to the brand or set of
brands that a consumer can elicit from memory when prompted with
a product category
Brand recognition (also known as aided brand awareness) occurs
when consumers see or read a list of brands, and express familiarity
with a particular brand only after they hear or see it as a type of
memory aide.
Strategic awareness occurs when a brand is not only top-of-mind
to consumers, but also has distinctive qualities which consumers
perceive as making it better than other brands in the particular
market. The distinction(s) that set a product apart from the
competition is/are also known as the unique selling point or USP.
13. Brand elements
Name: the word or words used to identify a
company, product, service, or concept
Logo: the visual trademark that identifies a brand
Tagline or catchphrase: "The Quicker Picker
Upper" is associated with Bounty paper towels
Graphics: the "dynamic ribbon" is a trademarked
part of Coca-Cola's brand
Shapes: the distinctive shapes of the Coca-Cola
bottle and of the Volkswagen Beetle are
trademarked elements of those brands
14. Brand elements
Colors: the instant recognition consumers have when
they see Tiffany & Co.’s robin's egg blue (Pantone No.
1837). Tiffany & Co.’s trademarked the color in 1998.
Sounds: a unique tune or set of notes can denote a
brand. NBC's chimes provide a famous example.
Scents: the rose-jasmine-musk scent of Chanel No. 5 is
trademarked
Tastes: Kentucky Fried Chicken has trademarked its
special recipe of eleven herbs and spices for fried
chicken
Movements: Lamborghini has trademarked the upward
motion of its car doors
15. Why Is Branding Important?
Branding is absolutely critical to a business
because of the overall impact it makes on
your company.
Branding can change how people perceive
your brand, it can drive new business and
increase brand awareness.
16. Why Is Branding Important?
1. Branding Gets Recognition
The most important reason branding is important to a
business is because it is how a company gets
recognition and becomes known to the consumers.
The logo is the most important element of branding,
especially where this factor is concerned, as it is
essentially the face of the company.
This is why a professional logo design should be
powerful and easily memorable, making an impression
on a person at first glance.
Printed promotional products are a way of getting this
across.
17. Why Is Branding Important?
2. Branding Increases Business Value
Branding is important when trying to generate
future business, and a strongly established
brand can increase a business’ value by giving
the company more leverage in the industry.
This makes it a more appealing investment
opportunity because of its firmly established
place in the marketplace.
18. Why Is Branding Important?
3. Branding Generates New Customers
A good brand will have no trouble drumming up referral
business. Strong branding generally means there is a
positive impression of the company amongst consumers,
and they are likely to do business with you because of
the familiarity and assumed dependability of using a
name they can trust.
Once a brand has been well-established, word of mouth
will be the company’s best and most effective advertising
technique..
19. Why Is Branding Important?
4. Improves Employee Pride And
Satisfaction
A good brand will have no trouble drumming When an
employee works for a strongly branded company and
truly stands behind the brand, they will be more satisfied
with their job and have a higher degree of pride in the
work that they do. Working for a brand that is reputable
and help in high regard amongst the public makes
working for that company more enjoyable and fulfilling.
Having a branded office, which can often help
employees feel more satisfied and have a sense of
belonging to the company, can be achieved through
using promotional merchandise for your desktop.
20. Why Is Branding Important?
5. Creates Trust Within The Marketplace
A professional appearance and well-stratezised branding
will help the company build trust with consumers,
potential clients and customers. People are more likely
to do business with a company that has a polished and
professional portrayal.
Being properly branded gives the impression of being
industry experts and makes the public feel as though
they can trust your company, the products and services it
offers and the way it handles its business.
21. Why Is Branding Important?
6. Branding Supports Advertising
Advertising is another component to branding,
and advertising strategies will directly reflect the
brand and its desired portrayal.
Advertising techniques such as the use of
promotional products from trusted companies
such as Outstanding Branding make it easy to
create a cohesive and appealing advertising
strategy that plays well into your branding goals.
