Branding: what it is and why your company needs to think about it
Posted: Mon Dec 23, 2024 10:14 am
A survey conducted by a North American institute gathered several people in a room and asked them what their favorite soft drink was. Most consumers responded that they preferred Coca Cola to Pepsi. Then, the researchers served both soft drinks in ordinary jugs, without any visual aspect that could relate the product to its respective manufacturer. The surprising result showed that, in fact, very few people knew how to differentiate the two liquids.
This is proof that, when consuming a product, the customer acquires much more than its contents. The historical significance attributed to the person offering it is of significant importance. The preference for a soft drink based solely on its packaging is the result of many years of successful brand management. In other words, the result of carefully crafted branding over time.
In simple terms, branding is the entire historical set of strategies designed and executed by a company in order to popularize its brand . It is the work of managing all the signals that, in some way, can be related to a company, service or product.
Its goal is not only to make a company's performance more visible, but to improve the way society sees it in the market. Branding is the art of giving value to what is going to be sold. It is the work of inducing in the customer an arsenal of positive feelings every time he or she has some physical or mental contact with the company.
All the consumer needs to do is see an image, hear someone talking about it, use a product, pass by the business headquarters, among other actions, to immediately be reminded of good memories and feelings provided by the relationship with that particular business.
Content
The brand as a management element
Branding for micro and small businesses
Objectives of branding
Branding in three parts:
The brand as a management element
In marketing, a brand represents all the individual, concrete canadian cell phone numbers and abstract characteristics that are used by an organization to be recognized by society. It is what makes it unique. Logo, colors, packaging, architecture, products, service, slogans, jingles, campaigns, among countless other aspects.
Consolidating it is not something simple, nor can it be done overnight. It is a systemic effort that aims to reinforce the virtues, discourses, actions, mission, objectives, offerings, reputation, values and image of a business.
Branding can be done at any stage of a brand's development. Ideally, it should be worked on before it is even developed. This way, it is possible to outline a concise strategy for what the launch will propose.
This is proof that, when consuming a product, the customer acquires much more than its contents. The historical significance attributed to the person offering it is of significant importance. The preference for a soft drink based solely on its packaging is the result of many years of successful brand management. In other words, the result of carefully crafted branding over time.
In simple terms, branding is the entire historical set of strategies designed and executed by a company in order to popularize its brand . It is the work of managing all the signals that, in some way, can be related to a company, service or product.
Its goal is not only to make a company's performance more visible, but to improve the way society sees it in the market. Branding is the art of giving value to what is going to be sold. It is the work of inducing in the customer an arsenal of positive feelings every time he or she has some physical or mental contact with the company.
All the consumer needs to do is see an image, hear someone talking about it, use a product, pass by the business headquarters, among other actions, to immediately be reminded of good memories and feelings provided by the relationship with that particular business.
Content
The brand as a management element
Branding for micro and small businesses
Objectives of branding
Branding in three parts:
The brand as a management element
In marketing, a brand represents all the individual, concrete canadian cell phone numbers and abstract characteristics that are used by an organization to be recognized by society. It is what makes it unique. Logo, colors, packaging, architecture, products, service, slogans, jingles, campaigns, among countless other aspects.
Consolidating it is not something simple, nor can it be done overnight. It is a systemic effort that aims to reinforce the virtues, discourses, actions, mission, objectives, offerings, reputation, values and image of a business.
Branding can be done at any stage of a brand's development. Ideally, it should be worked on before it is even developed. This way, it is possible to outline a concise strategy for what the launch will propose.