What is Brand?
“A Brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association).
“A Brand symbol as “anything that leaves a mental picture of the brand’s identity”-Leo Burnett
There are so many different ways different people tried to answer on the Definition of the brand. But if we say, In short, a brand is everything. It’s a company’s product or service, its voice and personality. It’s the what the company is.It’s the complete expression of an entity includes all the things within the company that all reflects the impression on the mind of Customer. and Customer has a perception as per the Interaction with the Company in different ways.
What ever interaction between the Company and Customer transmit the Message to the Each other .such build up the good or Bad Image in the Mind of Customer. through such Effects, Customer creates the set of mindset towards the brand. The Best and Easy way to Understand the brand you should be understood that the brand does not exist in any Marketing Department of Any Company.A brand exists only in the minds of your customers.
Product Vs Brand
We have seen many some products very same but still, people have different opinion each choice of brands.How the Choice arise? A customer classifies the products as per the impression and interaction with the products. In branding Sense, A product can be easily copied by other players in a market, but a brand will always be unique. For example, Pepsi and Coca-Cola taste very similar, however, for some reason, some people feel more connected to Coca-Cola, others to Pepsi.
Many People have a question in the Mind that which kind of interacts help to create the brand:
- Name, logo, colors, identity- Visual Identity
- Interaction with COmpany Employee at any level
- design and packaging -Experience
- Support After sales
- Discussion in Media
- People’s Opinion on particular brand etc.
— The Coca-Cola Co. (@CocaColaCo) August 31, 2017
What is Branding?
“Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015)
“Branding is the encapsulation of a company’s mission statement, objectives, and corporate soul as expressed through the corporate voice and aesthetic“. Margie Clayman
Branding is an asset for the Company. In short, Branding is the way to shaping brand in Consumers mind. Let’s Choose any products and start brainstorming on with the different tools used in branding process and shape the products in such way which creates value in the Product. It is a strategy designed by companies to help people to quickly identify their products and organization, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.
Your targeted audience as you identify what they want and tell them why you are better than your competitors.
Branding can build an expectation about the company services or products and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place. we can say that in Traditionally we used to share the messages to Consumers who don’t want to hear it.But the Today’s Technology Age, A branding become broader and important tool. A marketer using different techniques to understand the customer and delight them with satisfaction. in behalf of such satisfaction, the company getting repeat purchase, warn customers and word of mouth publicity.
Which are the different tools to shape the brand in Today’s Era for the Companies? Check it
- Visual Identity
- marketing Communications
- Social Media Mediums
- product and packaging design
- in-store experience
- sponsoring and partnerships
— Pepsi™ (@pepsi) August 9, 2017