The Leading eBooks Store Online

for Kindle Fire, Apple, Android, Nook, Kobo, PC, Mac, BlackBerry ...

New to eBooks.com?

Learn more

Building a Brand

Building a Brand
Add to cart
US$ 100.00
“Branding'' has been one of the most prominent of corporate buzzwords in recent years. But what is it all about? Although opinions will vary dramatically, there are some fundamental issues that underpin it.
Branding is about distinguishing yourself from the competition. It is about creating tangible and intangible characteristics that make your offer unique. It is about developing a name and image that can provide quality and satisfaction, whilst at the same time taking account of individual lifestyles and beliefs.
''A successful brand is one that generates genuine loyalty and affection because it provides a level of quality, trust, convenience, assurance and allure for which customers are willing to pay a premium.'' - http://www.landor.com
The brands that we choose as individuals can often be a reflection of our personal sense of identity. In this respect, organizations have the opportunity to use branding as a process for creating and sustaining a mutually rewarding relationship with customers.
Therefore, branding presents a significant challenge to marketers. How can brand 'X' be made to stand out from brand 'Y' in a homogenous market? One way is through creative advertising. Branding is closely linked to advertising, as adverts can be used to communicate messages about a brand to the target audience. For example, Stella Artois beer built an upmarket brand in Europe through advertising campaigns that declared it to be ''reassuringly expensive.''
Brand names are the first point of call between a company and its customers, and for this reason yield a remarkable amount of power. Spare a thought to think about General Motors plans to sell vehicles abroad when it realized that its Chevrolet Nova vehicle literally translated into ''doesn't go'' in Spanish!
Brand names can therefore directly influence how consumers perceive a product or service. For example, a motoring programme in the UK blind tested three similar sized cars. It turned out that a Skoda car scored equally as well as a Volkswagen model. The participants in the tests were extremely surprised to find out that they had highly rated a Skoda, a brand that has suffered plenty of degradation in the past (Skoda's are in fact made by Volkswagen!). Interestingly it was noted that if the testers had known beforehand that the car they were driving was in fact a Skoda, their judgement may have been clouded by Skoda's relatively poor brand image as compared to the strong image commanded by Volkswagen.
So does branding hold the key to influencing how consumers look upon your product or service offering? Certainly it is a significant piece of the puzzle. But what are the most important issues when deciding how to build a brand?
This Briefing addresses the key issues of strategy, positioning and the Internet.
Emerald Group Publishing Limited; January 2004
86 pages; ISBN 9781846632662
Read online, or download in secure PDF format