BRANDING

BRANDING

Branding being one of the major marketing concept and process which has been accepted as useful tools for differentiation of firm’s product from another. This makes it easier for individual or customers to identify the product of different firms.

In manufacturing industries today, a lot of important is attached to branding and packaging for it significant role the sale product.

In developing a strategy for a product the seller has to conduct the branding expert because of the major role it played in product strategy.

A brand is a name, picture, design, or symbol, or combination of those items, used by a seller to identify its offerings and to differentiate them from competitors’ offerings. Branding is the set of activities designed to create a brand and position it in the minds of consumers. Did you know that The Beatles started a recording studio called Apple? When Apple Computer (the iPod company) was formed, Apple Corp., Ltd. (the Beatles’ recording studio), sued Apple Computer because two companies with the same name can create confusion among consumers.

KINDS/TYPES OF BRANDS

1. National Brand (N.B): A N.B is a manufacturer’s brand a successful national brand builds not only the image of the product but also the image of the company.
2. Individual Brand: An individual brand means that each product of a company has an individual brand name.
3. Blanket Band: it usually the company or producer family name.
4. Multiple Brands: A M.B gives different names of the product having only minor difference. The idea is to accept to different segments of all the market and have a larger market share.
5. Private Brand: are brand that producers mostly hand over to distributor for cost saving they are distributors brand. The producers do not usually get all the benefit access from it.

STEPS FOR A SUCCESSFUL BRAND BUILDING PROCESS

The following steps for building a successful brand:

Step 1: Determine your brand’s target audience.

The foundation for building your brand is to determine the targeted audience that you’ll be focusing on.

Step 2: Define a branding mission statement.

Before you can build a brand that your target audience trusts, you need to know what value your business provides. The mission statement basically defines a purpose for existing. It will inform every other aspect of your brand building.

Step 3: Research brands within your industry niche.

You should never imitate exactly what the big brands are doing in your industry. But, you should be aware of what they do well (or where they fail).

Step 4: Outline the key qualities & benefits your brand offers.

There will always be brands with bigger budgets and more resources to command their industry. Your products, services, and benefits belong solely to you. You have to delve down deep and figure out what you offer, that no one else is offering.

Step 5: Create a great brand logo & tagline.

The most basic (and arguably the most important piece) of brand building, is the creation of your company logo and tagline. This graphic will appear on everything that relates to your small business. It will become your calling card, and the visual recognition of your promise.

 

References

William H. Chaloner (1963). People and Industries. Routledge. p. 107. ISBN 0-7146-1284-7.

Lee, Ki-Eun; Kim, An, Lyu, Lee (1998). “Effectiveness of modified atmosphere packaging in preserving a prepared ready-to-eat food”. Packaging Technology and Science 21 (7): 417.

Franklin (April 2004). “Life Cycle Inventory of Packaging Options for Shipment of Retail Mail-Order Soft Goods” (PDF). Retrieved December 13, 2008.

Yoxall, A.; Janson, R.; Bradbury, S.R.; Langley, J.; Wearn, J.; Hayes, S. (2006). “Openability: producing design limits for consumer packaging”. Packaging Technology and Science 16 (4): 183–243. doi:10.1002/pts.725.