![]() ![]() ![]() ![]() Brand Promise: It’s the value customers expect to get whenever they interact with the brand or buy its offerings.Brand Purpose: Brand purpose represents what the company stands for and what are its social obligations towards society, consumers, and the environment. ![]() These can be advertisements, brand ambassadors, brand’s offering features, class, lifestyle, emotions, etc. Brand Associations: These are the associations that come to the customers’ mind when they think of the brand.Visual Identity: Brand visual identity includes the recognisable and communicable brand outlook like name, logo, colour, slogan, typography, graphics, etc.The brand is the sum total of all the visual and non-visual, tangible and non-tangible elements that drive the perception of the customer and makes him believe what the company wants him to. Hence, consistency is an important characteristic of a brand. Consistent: A brand develops an identity which, when consistent, develops an image (perception) in the minds of the customers.They have their own attributes that help their customers recognise and differentiate them from generic offerings as well as from other players in the market. Highly Recognisable: Brands are highly recognisable and differentiable.Such human-like personalities develop emotional connections with customers. Emotional: Branding is when a human-like personality is associated with an offering.Offerings are branded, and brand experiences are created at almost every touchpoint, and such experiences and interactions have infinite possibilities. Amorphous: Branding doesn’t have constraints.Distinctive: The sole purpose of developing a brand is to develop a distinctive identity having human-like features like name, colour, personality, etc.Every customer might have a different perception of the brand according to his/her experience with the same. Dynamic: A brand is more of an experience than just an identity.It is a perception of the identity the offering has that is often used to recognise it and differentiate it from other products. Intangible: It is an intangible asset that can’t be separated from the offering.The brand provides the product with a name that can be trusted.Ī brand is an inherently valuable asset that has the following characteristics – Helps In Gaining Trust: Giving an identity to the product aids recognition, which, in turn, helps in gaining the trust of the customers.This value, when attached with a generic offering, increases its overall monetary and non-monetary value. Increases The Value: Brand becomes an intangible asset that has its own value.It becomes easier to promote a branded product than a non-branded one. Aids Marketing: Marketing requires an identity that needs to be promoted.Aids Recognition And Differentiation: A branded offering is easily recognised and differentiated from other products in the market.to the offering that helps develop a personality that has a distinct identity in the market. Branding assigns tangible and intangible and inseparable attributes like name, logo, colours, voice, shape, etc. Gives Identity: A brand is the identity the offering sits on.Here are a few reasons why developing a brand is important – Taken the fact that most of the markets today are saturated with companies offering similar products, developing a brand has become imperative to develop a favourable perception of the offering in the market and stand out. ![]()
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