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When a company looks to establish itself in the marketplace, it often turns to branding to help. The concept of branding and identity is to create a look and feel immediately identifiable and recognizable in the marketplace. Good branding can increase the value of the product and the company itself.
Awareness The harder a company works on its branding and identity, in most cases, the more awareness it creates. For example, Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with labeling in a foreign language and know it is a Coca-Cola product.
The red color and shape of the bottle is an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product.
This is branding and identity at its best. Consistency in the Marketplace The more often a customer sees your brand in the marketplace, the more often he will consider it for purchase.
If the brand and identity are truly kept consistent, the customer is more likely to feel that the quality is consistent and to become a loyal follower of the brand.
However, this means that the product must maintain a consistency that reflects the image as well. Customer Loyalty Well-executed branding helps create customer loyalty by reinforcing the purchase of merchandise in the consumer's mind.
For sporting products, a campaign focused on physical fitness and not on a particular product helps establish the brand as a leader in the industry for both previous and future customers.
When the product is associated with a lifestyle, it keeps consumers pursuing similar goals coming back. Can Become Commonplace Many brands strive to be No.
For example, in many parts of the U. While it is the goal of branding to become the standard, it is not the goal to become the generic term of a line of products.
Negative Attributes If a product or service experiences a negative event, that will become attached to the brand. Pigeonholes Sometimes establishing a strong brand identity can backfire when a company needs to pivot in response to changing market conditions. A bakery known for sweet cakes may find it hard to rebrand as a purveyor of gluten-free goods when its name calls to mind images of pastries, frosting and sprinkles.
References 2 "Building Brand Identity"; Lynn Upshaw; About the Author Lynn Lauren has been a professional writer sincefocusing on the areas of weddings, professional profiles and the banking industry.
She has been published in several local magazines including "Elegant Island Weddings.Brand identity is the way a company or a brand wants to be identified by existing and potential customers.
Companies convey brand identity through a variety of communication vehicles, including. Download-Theses Mercredi 10 juin This course is the first in the Customer Insights and New Product Development (CIPD) specialization.
It will introduce learners to the tools and process of gathering customer insights for identifying and developing new product opportunities.
Sep 02, · So when we got the pack of Kellogg's Muesli for the first time, I was a bit hesitant. However, to my surprise it turned out to be a delight for all of us.
From my experience with this product, I can present the review as below. Jun 29, · A brand identity is essential when marketing a business through traditional channels and social media. However, there are both advantages and disadvantages to .
Importing and exporting products can be highly beneficial for businesses today. While importing can help small and medium businesses develop and expand by reaching larger markets abroad, exporting can increase the profits of medium and large businesses.