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Branding And Corporate Branding SolutionsBy Expert Author: Ria Agarwal
Branding, is about establishing a person-to-person relationship as opposed to a salesperson-to-customer relationship, and that tough conditions test the brand management skills of a manager more than anything else. So far, branding has been largely restricted to ‘visual identity and communication’. But in today’s scenario, branding has become more a function of managing the entire ‘branding process’ more efficiently. Brand managers are forced to make choices between communication options, media vehicles and juggle limited resources among multiple activities and brands. So, effective brand management has wider ramifications across the entire sales and marketing value chain. Brand building is a rigorous, scientific process. It’s about choosing the right customer segment using scientific consumer research processes, it’s about avoiding the irrelevant ones, and it’s about clearly articulating the brand’s value proposition in every single customer interaction. Branding in India is still primitive; it is extremely nascent as a practice. Too many people continue to confuse branding with brand building or brand management. The former is to do with a mere identity/ design; the latter is a long-term process requiring time and effort. In a sense, true brand building is like playing a test match in an era of T-20s.
A brand positioning strategy is an intentional, proactive effort to use promotional tools to position your brand relative to competitors. The point is to convince targeted customers that your brand offers greater value than competing brands. Successful Brand Positioning is key to attracting customers, gaining marketing share and building a loyal following. Companies use a variety of strategies to position their brands. Relying on the common adage "a good product sells itself," leading brands often turn to a positioning strategy of top quality. By building a brand image through developing and marketing strong, durable and reliable products, you gain interest from discerning consumers willing to pay more for the best. Starbucks has garnered much of its success through emphasis on premium coffee products. Apple has achieved similar leadership in mobile technology through cutting-edge tech products. Closely related to product quality as a positioning strategy is additional features. Companies that are able to gain patents or be first movers in providing extras often gain an advantage. You can also stand out by building and communicating an elite service offering. This is usually more difficult to achieve, because services are delivered by people who make mistakes, experience fatigue and stress, and are generally imperfect. Because of these challenges, few companies emphasize this positioning strategy, and those that succeed typically do well.
From initial logo design and visiting cards, right through to website, corporate stationery and marketing material etc. Creating a voice that speaks above the competition, above the market, corporate branding solutions will help develop the elements that capture the hearts and minds of your target audience. Getting the right corporate branding for the message that you want to convey is definitely an art form. It’s a subtle combination of getting all the right elements to balance and exist in perfect harmony - color combination, font type, graphics, backgrounds, textures, special effects in flash etc. It’s not a job that is easily done. Just take a look around you when you are next driving through from your home to the nearby market or going through a magazine. Which logos or advertisements grab your attention? Corporate Branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Tata,, for example, includes the word "Tata" in the name of many of its products like Tata Nano, Tata Salt, Tata Steel etc. The same is practised by many other prominent brands across India and across the globe. Corporate branding Solutions can result in significant 'Economies of Scope' since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with your brand name.
For the past 3 years I have been writing informative and high quality articles on Marketing and Advertising. In the above article have covered topics such as branding, brand positioning, and corporate branding solutions.
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