Brand Building Strategy

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

Branding is the identity of a specific product or service by which consumer immediately associate with. Brands can be identified by the name, logo, slogan, or design of the company who owns the idea or image. Therefore branding is when that particular idea or image is advertised in a manner that more and more people are aware of that company providing its goods or services making them different yet selling the same type of product in the market. Promoting and advertising own brand in the market not only attracts more customers but also builds a good reputations and a set of standards to which the company should try to maintain.

Ambler and Styles (1996) determine that the brand can be structured into two boxes, the first one is the brand plus, which means financially added value to the product, the second one is the holistic package, in which the brand understood as a complete entity with a specific identity. Furthermore, De Chernatony and Riley (1998) establish twelve themes to limit the boundaries of the brand. These themes categorize a brand as 1- a logo, 2- a legal instrument, 4- a company, 5- a risk reducer, 6- an identity system, 7- an image in the consumer mind, 8- a value system, 9- a personality, 10- a relationship, 11- an adding value, and finally 12- an evolving entity. Because of these themes, a comprehensive definition is given describing a brand as ‘a cluster of values that enables a promise to be made about a

The largest rainforest in the world is being deforested with little opposition. It is a rainforest that humans have been benefiting from for hundreds of years. Notably, this rainforest is the Amazon, and many people ignore the destruction happening in there and do not realize that thousands of acres of land have been deforested. On the other hand, they are clearing these areas to gain significant resources such as diamonds, gold, lumber and medicinal plants. For these reasons, a controversy over the deforestation in the Amazon has arisen. Although the deforestation has provided valuable natural resources businesses in the forested regions, the removal of the Amazon rainforest is detrimental to its biodiversity because it creates a dysfunctional habitat.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

A brand is defined as “a collection of symbols, such as name, logo, slogan and design that are intended to create an image in the customer’s mind that differentiates a product from competitors’ products” (Elliot, Rundle-Thiele & Waller, 2010, p.219). This makes the process of branding integral to the success of any given product in a market place

Another major downfall of companies who brand is the business’s inability to recognise that the brand must go beyond the logo and the packaging. It must incorporate all aspects of a business. If different aspects of a business are

By definition, a brand is a trademark or goods of a particular make, a mark of identification made with a hot iron and an offering from a known source. A brand is a term, sign, symbol or design or a combination of them that helps consumers identify the goods and services of one seller and helps them differentiate them from those of competitors. A brand involves companies addressing customers needs by creating a value proposition and a set of benefits that satisfy those needs as well as an intangible value propostion through offering a combination of products, services, information and experiences. In order for a brand to be established as a brand it needs to obtain a name, visual identity, product/service/offering, and a USP. Nando’s

The NEXT retail chain was launched in February 1982 and the first store opened with an exclusive coordinated collection of stylish clothes, shoes and accessories for women. Collections for men, children and the home quickly followed. NEXT clothes are styled by its in-house design team to offer great style, quality and value for money with a contemporary fashion edge.

IMC 2 IMC Strategies for Building Brands Part 1 Situational analysis Situational analysis eludes gathering of techniques that supervisors utilize to investigate an association 's inner and outside environment to comprehend the association 's capacities, clients and business environment. Strengths of iPhone 5 The iPhone 5 may not look all that not quite the same as past eras, but rather it has a famous look and (what seems, by all accounts, to be) first rate development. The glass and metallic materials utilized give it a high-class and advanced look that puts a large number of today 's cell phone outlines to disgrace. The iPhone 5 has

A brand is not only a combination of names, slogans, logos, packaging, advertising and marketing that together give a particular product or service a physical, recognisable form, brands have a cerebral dimension, which is the reputation they a consumer’s mind. Brands must engender trust and loyalty if they are ultimately to be purchased. (Williams 2000). Therefore, what would be considered a successful brand is one that signifies the relationship between the company and the customer and requires intelligent, strategic and coordinated decisions in many areas of marketing (D et al. 2008). A brand identity serves as a way to communicate the values of a company or service to people and for this reason, is a vital part of any business. (Markovich 2016)

Defining your brand is the first step in creating a successful brand. It involves researching the industry or niche your company would fit into,your competitors and their products and the emotion/rational needs of the consumers. You can define your brand by

In today’s dynamic and ever changing market. The marketers are finding very difficult to differentiate their products from the competitors. The tastes of the consumers are changing frequently. Therefore, the companies have to always take this into consideration about brands the products in order to create image in the customer mind. So the company has to fulfill the needs and wants of the customers. Brand is the personalities of the product and brand positioning is a key to the success of marketing in any company.