Branding in Marketing

What is a brand?
A brand is a promise about who you are
and what benefits you deliver that gets
reinforced every time people come in
contact with any facet of you or your
business. (Bill Chiaravalle and Barbara Findlay Schenk)
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Branding in Marketing

A brand is the sum of all the characteristics

that makes your offering unique:
e.g.
Reputation
Customer Service
A Promise
Price
Feeling
Attitude
Logo
Product Line
Tuesday 29 November 2016

Branding in Marketing

What is branding?
Branding is the process of building a
positive collection of perceptions in your
customers mind.
(Bill Chiaravalle and Barbara Findlay Schenk)

Tuesday 29 November 2016

Branding in Marketing

Branding is the creation, development and

maintenance of a mutually-valuable
relationship with a strategically selected
group of customers, through the medium
of a fresh and compelling elaborated
proposition that is delivered consistently
over time by an artificial personality.
(Mud Valley)

Tuesday 29 November 2016

Branding in Marketing

What is branding in marketing?

Branding, irrespective of what it is for,
basically has the same meaning in terms
of its functions.
According to American Marketing
Association (AMA) Branding 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 other sellers.
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Branding in Marketing

 The idea of branding in marketing, is not

simply to persuade your prospective client
to choose you instead of your competitor
but to get them to see you as the only one
with the product or service which can
satisfy their needs.

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Branding in Marketing

Objectives of branding in marketing

To Deliver the marketing message in a clear
and concise manner.
To confirm the credibility of the product or
service you are peddling.
To stir your prospective clients emotionally
To motivate the prospective client to take action,
in your favour of course.
To cement customer loyalty.

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Branding in Marketing

NB:
To succeed in branding, the critical thing to
do is to understand the wants and needs
of the people in the market. This needs to
be done by incorporating branding
strategies throughout everything that the
company does.
The brand resides in the hearts and minds
of clients, customers and prospects. It
does not reside on the logo or signboard
of the company!
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Branding in Marketing

Branding strategies in marketing

The key factor here is leadership and support; if leaders
in the company are only good at paying lip service and
do not communicate its brand strategy vertically and
horizontally throughout the organization, then no brand
strategy will ever work.
Three critical factors: a strong brand identity system,
creative use of visuals
and top it all off with
a catchy and memorable slogan.
Without these critical factors in place, you can kiss the
money you paid your brand strategy consultants
goodbye.

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Branding in Marketing

Some examples of branding

strategies:
Brand Audit: an audit of brands within the
company portfolio, or competitive set.
Brand Architecture: how an organization
structures various products, services or
other entities within its portfolio and how
they relate to one another.
Brand Positioning: the "mental space" a
brand should occupy in the minds of the
target audience (powerful tool)
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 NB:
Competition will always evolve at an
amazing pace and this affects
customers perception of a brand.
Unfortunately, to maintain ones product or
service differentiation you need to do
more than updating the product
positioning regularly; like including the
culture of over delivery.

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Importance of branding in
marketing
Branding is critical to the success of any
business.
Branding identifies a product or service
and differentiates it from competitors
products.
A brand with a catchy phrase which
everybody can remember easily, becomes
a financial gem.
A strong brand reduces the marketing
department's selling effort and time.
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 A brand is often the only thing in the marketing mix

which competitors cannot copy.
Branding in marketing can also lead to customer
loyalty.
Brand loyalty leads to higher sales volume and
dampen customers' sensitivity to price fluctuations
of their favourite brands.
Hence, the importance of branding in marketing
cannot be underestimated because management
gurus have said it zillions of times that it takes five
times more money to gain a customer than to retain
one for any business.
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Brand equity in marketing

Brand equity refers to the value of a brand.
When a brand is very strong, then it will be very costly to
buy it.
Many businesses buy brand equity because they know
that it is very costly and time consuming to build brand
recognition. In addition to that, there is no guarantee that
a branding strategy will always work out as expected.
To build brand equity in marketing, it is insufficient to just
tweak the logo design or change its tagline. A brand can
only be successful if the core brand strategy permeates
throughout the whole organization and every single
employee, from the CEO down to the janitor, know what
their respective roles are, very well.
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 This is a very important thing to remember

about brand equity marketing because
every single contact a companys staff
makes with outsiders (meaning customers,
clients and prospects) will eventually go to
the overall public perception of the brand.
If the perception is good, then the brand
equity value goes up because a strong
brand commands a premium. If it is poor or
perceived as a scam, then the value
declines and might eventually become a
liability.
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Role of branding in marketing

Branding in marketing is as a differentiator from
competition, in terms of quality, price and
uniqueness.
Branding in marketing is as a cost leader.
Branding in the marketing mix is as a niche.

(meaning that the brand has no perceived competition in the market

place)

Whatever it is, it is very difficult to sell any

product when there is no successful brand
behind it. Customers are like sheep and
everyone follows everyone because we all want
to belong to a special group
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Favourable conditions for successful

branding
(a) The product carries an easy to identify
trademark or brand.
(b) Product quality easy to maintain and product
is value for money
(c) The product is dependable and easily
available.
(d) Demand is strong enough to make the
branding effort profitable.
(e) There are economies of scale.
(f) Favourable shelf space in stores.
However you look at it, the bottom line is that the key role
of branding in marketing is to help bring in the crowd,
easily.
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Branding as a marketing tool

Brand marketing plays a critical role in almost any type
of business.
By using branding as a marketing tool, a marketer will be
able to develop the right image or identity which
customers, clients and business prospects can relate to
in the market place. The use of this branding strategy is,
in essence, a marketing technique to reach the target
audience of one's products or services.
To be able to use branding as a marketing tool
effectively, it is very important to first conduct a proper
target market research. This would require gathering
information on prospective clients' preferences and
needs, features and benefits in which people in the
target market yearn for.
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 Crafting an effective branding strategy is

not an easy task because it involves
developing a brand name, the design,
logo, brand communication, corporate
image and then product branding.
Finally, a brand's equity can fluctuate. To
maintain its prominence, brand
management need to be put in place so
that the product quality will always match
the needs and expectations of customers
every time. This will lead to customer
loyalty and long term association.
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Small business marketing strategy

Firstly, develop your own core inspiration,
your core values are going to permeate
throughout your business, so much so that
it becomes your businesss brand.
Secondly, developing an external brand to
match the internal one; bring all staff,
equipment, policies and merchandise to
speak with one voice and forge ahead in
the same direction.
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 Thirdly, spot an attractive market opportunity. But

be forewarned not to blindly ape what another
company is doing because an opportunity which is
attractive for one company might not be attractive
for another because both of them have different
objectives and resources.
Fourthly, look out for breakthrough opportunities to
achieve success.
NB: If you cant find a breakthrough opportunity, then
settle for competitive advantage in order to remain
in the drivers seat. You have the competitive
advantage when customers perceive your
marketing mix as superior to a competitors mix.
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What makes up a brand identity?

A good brand name gives a good first
impression
Positioning statement
Space in your customers mental Rolodex
Linking your internal business values with
your brand builds trust with your
customers.
NB: Never underestimate your staff they
are the ones who deliver your brand to
the world.
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