You can’t escape your brand. Either you make the customer experience, or it gets made without you.

by Sunanda K. Chavan on Saturday 12 February 2011, 4:43 PM | Category: Marketing| View: 3963 views

 You can't escape your brand. Either you make the customer experience, or it gets made without you.



The result of brand development is higher expectations, and the brand's message must captivate the consumer immediately.

You can't escape your brand. Either you make the customer experience, or it gets made without you.

The development of a branding strategy begins with identifying the brand's core values. These are qualities which an organization deems most important.  It is proven principle that successful relationships are based on trust. And the client-provider relationship is no exception. There is a growing trust deficit between clients and businesses. Where consumers and clients used to give businesses the “benefit of the doubt,” today they require their trust to be earned. In fact, with smaller numbers of clients, the stakes are even higher for these enterprises. Building your brand with a trustworthy reputation is the most important marketing strategy you can have given the cynical mood of the marketplace today. Well for brand development you do need a logo, and you need to put some foundational pieces in place for your brand and envision your future brand even before you design that logo. Thoughtfully defining your position will give you a strong, differentiated foundation upon which to build your brand and marketing communication materials.

Create the Right Impression

Logo Design to create the value of your product or service

Letterhead, Business Cards and Invoices

Web site and interactive design

Brochures and Handouts that explain the products and their value to the buyer

Business presentations, beginning with the telephone

Exhibits and Trade Show presentation

Product and packaging design

Professional Customer Service

Branding should be consistent and positive with a single message that can be understood by all buyers.  Additionally your message should contain powerful graphics that explain your message easily to the audience; it is seen that company and product brochures create a lasting impression If the company brochure explains the product and tells the reader how it will benefit them, the reader will want to read more. Most buyers today want to feel comfortable with their buying decisions and they are limited on time, so you must be concise and show them the value they will receive from their investment in your product or service. Having an effective product management process in place helps significantly to ensure that a business has the products to acquire and retain customers in a profitable way.  Unfortunately, most businesses do not have the required resources to support every product opportunity that exists within their chosen markets. Therefore, it is important for the business to focus its resources on those product opportunities that will best support its customers' needs in a profitable way.

“Effective resource management is all about balancing the work that needs to be completed, the time available to get the work done, and the resources available to perform the work.

Brand basically is the image of the product that the consumer has his mind regarding the product or a service. One of the basic purposes of marketer is to keep the brand name in the sub conscious of the consumer so that it can develop relation with your product. Therefore they are in the best position to guide how to develop branding activities and strategies to keep the consumers interacted.

The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about the product. It should raise customer expectations about the product. The primary aim of branding is to create differentiation. The customers can better imagine the intangible goods with the help of brand name. Strong brand organizations have a high market share. The brand should be given good support so that it can sustain itself in long run. It is essential to manage all brands and build brand equity over a period of time. A brand manager has to oversee overall brand performance. A successful brand can only be created if the brand management system is competent.

Important concepts of brand management:

            Definition of Brand

            Brand Name

            Brand Attributes

            Brand Positioning

            Brand Identity

            Sources of Brand Identity

            Brand Image

            Brand Identity vs Brand Image

            Brand Personality

            Brand Awareness

            Brand Loyalty

            Brand Association

            Building a Brand

            Brand Equity

            Brand Equity & Customer Equity

            Brand Extension



A brand manager typically ensures the quality and successful promotion of a certain line of products. He or she analyzes sales figures, sets prices, and oversees advertising campaigns. The manager explores different marketing strategies and directly contacts retailers to convince them to carry a brand. Brand managers work in almost every large corporation that manufactures commercial or consumer products, from packaged foods to home electronics to industrial machinery. Professionals hold telephone and in-person conferences with retailers to promote their brands, negotiate prices and shipping quantities, and set up orders. They also meet with product developers, sales personnel, copywriters, and advertising directors to make sure that every aspect of production, distribution, and marketing is in sync.

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