The purpose of branding is to create a clear image of the brand and a clear formation of the direction of communications. Branding includes work on market research, product positioning, brand name creation, descriptor, slogan, visual and verbal identification systems (trademark, corporate identity, packaging, special sounds, etc.), the use of identification and communication carriers, reflecting and translating the idea of the brand.
In the process of branding, the brand may stretch and expand. Stretching occurs when, when a new product appears under the same name, the product category, destination, target audience, but the brand identity remains unchanged, and only the benefit for the consumer changes.
Often used sub-brand (brand within the brand) or the movement of the brand down. In this case, in order to cover the brand more mass segments of consumers, the company develops a new product, which differs from the basic model in greater simplicity.
A set of products promoted under one brand is called a brand family. Using the promotion of the brand family allows you to use common channels of distribution and promotion, thus saving money.
Also, in order to save money, joint branding is used, when several brands that have agreed with each other develop together.
The main goal of branding is to form a clear brand image and identify the target audience with which to interact. In the framework of branding, that is brand management, experts examine the market environment, position products, create a brand name, a slogan, a descriptor, visual and verbal perception systems (think of developing a corporate identity, packaging, trademark, special sounds), use identification and communication media, reflecting the main idea of the brand.
Experts develop branding from strategy to brand book
The concept of branding is directly the formation and development of the brand. With the help of branding, buyers distinguish goods, allocate for themselves their key properties. For sellers, branding allows to promote products and services and, what is very important, to establish long-term relationships with the buyer due to the actual values incorporated in the brand. In other words, branding is a combination of actions performed consistently, with the goal of creating a holistic and popular image of the goods.
“Branding” is all activities that create a reputation, values and contributions that form the overall perceived value of that person or company. This includes marketing activities (advertising, social media campaigns, public relations, employee initiatives and other positive actions) and not marketing, sometimes passive activities (including getting good and bad feedback, social messages of consumers, people not related to activities brand, and the quality of the product, service or company.
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