BRANDING - MARKETING MANAGEMENT



BRANDING
BY
SMART LEARNING WAY

CONTENTS 

1)      Introduction
2)      Meaning
3)      Definition
4)      Branding types
5)      Branding process
6)      Branding challenges 
      7)   Importance
      8)   Advantages
     9)   Disadvantages
    10)   Conclusion
    11)  Bibliography

Introduction 

  •  Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a ‘brand’ or a ‘brand name’. 
  •   Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business?
  •   Branding is the basis of every great marketing campaign. Your branding should stand out, be recognizable and it should be standard across all forms of advertising and communication. This is something that is often overlooked by most businesses, especially small business or new businesses just starting out.
  •   Branding is about creating an affinity between your product or service and the people that benefit from its use. 
  •  The terms 'brand' and 'branding' can be integral to a business' success - but what exactly do they mean? Does your business have a brand, and does it need one? 
  •   Branding gets right to the core of your business' values. It is about discovering and communicating the essence of your business and what it delivers to your customers. In effect, your brand creates your business' reputation and its 'personality'. A strong brand can make your business stand out from the crowd, particularly in competitive markets. 
  •   What branding is, how it works and how you can use it to help improve your business. It shows you how to create a brand, how to budget for it and the different techniques of managing a brand. You will also find out what the key elements of branding are, how branding applies to different business sectors and the impact design can have on branding.
Meaning
  
1.)    Branding is all about trust. In general, that means that any prospective client will choose your brand over a similar. How a company 'positions' a brand is not necessarily how the consumer perceives that brand. Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. The sources of brand meaning are many and varied, as are the ways in which meanings become attached to brands. 

2.)       Branding is a commonly used trade practice by manufacturers of consumer and industrial goods. Branding means giving an attractive name or symbol to the product by which it will be identified in the market and remembered by traders and consumers. A brand means a name, term, symbol, mark, design or picture put on the product itself. It is an identification market  stamp.
3.)    It gives independent status and identity to a product.

Definition

4) “Branding simply involves developing and consistently communicating a group of positive characteristics that consumers can identify with and relate to your name.” 

5) According to Mud Valley: "Branding is the creation, development and maintenance of a mutually-valuable relationship with a strategically selected group of customers, through the medium of a fresh and compelling elaborated proposition that is delivered consistently over time by an artificial personality.”

6)  Branding is the art of becoming knowable, likable and trustable.

Types of branding

1.) Corporate branding :  

Making the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding  is nothing new; it’s been around as long as competition between businesses has existed.

2.) Employer branding : 

Focusing on employees to understand the vision, mission, goals, products, and services of the company. It is designed to educate employees in order for them to uphold the corporate brand to their customers. 

3) Cause Branding : 

Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contribution of company sales to charitable organizations or donations to nature and wildlife preservation councils.

4)   Co-Branding :  

Becoming more familiar to the consumer all the time. These include, for example, mini-marts attached to gas stations, banking facilities within grocery stores, and Laundromats attached to anything from bowling alleys to
family entertainment centers. This branding falls in the “one-stop shopping” category.

5) Spirit Branding : 

 Hit the consumer market big time by selling soft drinks with the slogan of I’d like to teach the world to sing . . . . It’s that “get a good feeling” from using our product approach. The world looks brighter and things just go better when you start your morning off with our product.

6) Community Branding – 

Showing the collective good a company can do for the community in which it and its employees reside. This branding can include company and employee outreach programs to help the needy, support theelderly, contribute to public education, or provide emergency relief and jobs for the unemployed. It’s a promise to the people in the community that this company will be a beneficial partner to them.

7)  Culture branding :   

Another method of branding, branding to employees may be something new to consider in waging war against sagging morale and high employee turnover. Culture branding is making promises to employees concerning their working environment and relationship to their leaders and managers. In this case, “promises” are different from guarantees and opportunities in that they are offered free of encumbrances other than taking advantage of them through either purchase and use or employment agreement.

BRANDING PROCESS

1.)    Clearly define the target audience.
2.)    Understand the target customer.
3.)    Understand the competition.
4.)    Design compelling brand intent.
5.)    Identify key leverage points in customer experience.
6.)    Execute the branding strategy.
7.)    Establish feedback system.    

BRANDING CHALLENGES 

1].  Brand decision : To  brand  or  not  to  brand ?
2].  Brand  sponsor  decision.
3]. Brand  quality  decision.
4]. Brand  name  decision.
5] Brand  extension  decision.
6]. Multi  Brand  decision.
7]. Brand  repositioning  decision.
8]. Branding strategies

Importance 

    “Successful branding is a process that generates revenue that cannot be counted, it creates a reputation that is felt not seen, it is an asset that one cannot show on a balance sheet.”

1)   Branding creates favorable images of the product.
2)   Favorable branding facilitates sales promotion in specific segments or in the whole    market available for the product.
3)    It helps the advertiser to face market competition and brand wars effectively.
4)   Branding helps receiving of customer acceptance.
5)   It helps in creating consumer loyalty and winning their confidence.
6)   It increases popularity and prestige.

7)  Importance of Branding your Business: 

     From the point of view of a business, the process of branding involves making of a trademark and a good name. A registered trademark and a name ensures individuality and uniqueness of a particular product or family of products. The primary advantage of branding is that it is safeguarded from unlawful activities and at the same time, it is also a way of developing a good reputation in the market. 

8)  Importance of Branding in Marketing:

     In the field of marketing, the brand name plays an important role as it helps the people to promote the brand name and its merits quite easily.

9) Importance of Branding in Advertising: 

    Advertising is often considered to be a part of marketing however, branding a particular product helps the advertisers to provide attractive  logo and advertisements. As a brand name can never be copied, advertisers face lesser heat from unauthenticated advertisements, effectively, their advertisement creation gets protected.

Advantages of branding

1)      Wide market

A manufacturer gets national market due to branding as consumers support branded products extensively. He can even create a special demand for his brand through sales promotion techniques.

2)      Effective publicity:
 
Branding and advertising go together. Branded goods can be advertised effectively. This bring popularity to products and raises sales. It is possible to create monopoly in the market for branded goods. Consumers remember their favorite brands and purchase products on brand names. Branding is also useful for making advertising campaign effective.

3)      Support from traders in marketing:

 Traders are interested in selling branded goods due to various advantages like regular demand and quick sale. This enables a manufacturer to capture the market and secure more profit.


4)      Control on marketing

A manufacturer can maintain effective control on the marketing of branded goods. This is possible as quality, price, etc., are fixed by the manufacturer himself and middlemen are  not given any scope for unfair practices like adulteration and price rise. Thus manufacturer gives protection to consumers in the case of branded goods.

5)      Reputation to manufacturer

A well promoted brand earns reputation in the market and builds up a bright image of his organization around the brand. It enables a manufacturer to make national advertisement and create popularity at the national level. 

6)      Product differentiation and independent status

 A manufacturer can give independent status to his product through branding. A brand suggest individual distinctive features of the product. Due to branding, a manufacturer is in a position to isolate his product from those of others (i.e., competitors) and then make it popular in the market.
Branding facilitates product differentiation it gives specific identify to a product which makes the product different from other identical products. For example, “Lux” as a brand/ trademark makes it different from other soaps available in the market. 

7)      Stability to sale

branded goods provide stable sale over a long period. This is due to loyalty and confidence of consumers in the case of branded goods. Consumers always give support to branded goods.

8)        Introduction of new products

A manufacturer of a popular brand article can bring supplementary or even a new product in the market easily, quickly and with confidence. this facilitates easy extension of product line.

9.)  Limited dependence on middlemen for marketing

Branded goods require limited salesmanship at the retailer level. These goods have support from consumers and naturally the manufacturer is not at the mercy of middlemen for marketing.   
Disadvantages 

1)      Cost:  

·         If you wish to create and maintain a strong brand presence, it can involve a lot of design and marketing costs. A strong brand is memorable, but people still need to be exposed to it, this often requires a lot of advertising and PR over a long period of time, which can be very costly.

·         There are also costs involved with the creating of a brand image or logo (Paying for a designer, printing new letterheads/business cards etc.), and although most of these are only one off costs, they are still relatively large for most small businesses.

·         The exposure of your brand can be left to word of mouth, this will save you money, but will also greatly slow down the exposure your brand receives.

2)      Impersonal:

       One of the main problems with many branded businesses is that they lose their personal image. The ability to deal on a personal basis with customers is one of the biggest advantages small business have, and poorly designed branding could give customers the impression that your business is losing its personal touch.

     3) Fixed Image

     Every brand has a certain image to potential customers, and part of that image is about what products or services you sell. If you are known for selling just one product, and you want to sell another product, will you be able to do so effectively? If you sell computers, would your brand name be suitable for selling vacuum cleaners? If your brand is focused too strongly on one product, it can limit your ability to sell other products.

4)      Timescale:

      The process of creating a brand will usually take a long period of time. As well as creating a brand and updating your signs and equipment (e.g. Stationary, vehicles etc.), you need to expose it to your potential customers.
      It is commonly shown that people need to see an advert at least three times before they absorb it, which means you will need to advertise and promote the brand for a considerable amount of time before it will become well known.

Conclusion

      Branding is a promise made to the customer that will deliver values beyond expectation. Branding can be rational or irrational. Customers buy brand not only for the intrinsic values associated with it but also because the brand has surprised them in the past with newer and more novel experiences. Effective branding promotes loyalty to your business and your products and service. 
      
    Brand really is about fact and emotion. It’s about what you deliver and the emotional attributes associated with it. This emotional measure increases as the world becomes more visual, more digital, and more connected. The ability of your personal brand to suggest a strong, positive feeling is a key element of your brand’s equity.
      
     When creating a brand, you must be careful not to lose the image of personal service. Every branding must show the correct image that you want your customers to see.

Bibliography 

 1)       Introduction of Marketing   
                  - N.G. KALE
                  -  M. AHMED
                - Vipul Prakashan
       2)      Marketing Management
               - Philip Kotler
      Prentice Hall of India Pvt.
       New Delhi

  3)     Marketing management 
          - Douglas j. dalrymple
          - Leonard j. persons

  4)     Marketing communications
               By:-  Jim  Blythe 



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