xpressions:

BRANDS + BRANDING

When I enter into a shop to buy my favourite coca cola brand of soft drink and I realized the shop has just sold their last bottle to the person I met on my way in, though thirsty, instead of buying a close substitute like Pepsi, I will move to the next shop to get my favorite. Why?

The reason I will hold my thirst to the satisfaction of my favourite coca cola bottle is because I trusted the satisfaction I will get from my coke. This satisfaction, which is an outcome of my tested and trusted perception of the coke, is what led to my loyalty to the brand. This is the rationale for my sentiment for the brand. This feeling of continuous satisfaction and affection was built by the way and manner the manufacturer of coke had successfully created for coke “an image” or “a personality” that I had come to associate with, such that when it comes to satisfying my need( thirst), its coke or nothing. This is because they made a promise to always satisfy my thirst need and since they had effectively satisfied it over a long period, I can always count on them. To me, that’s what branding is all about.

Branding provide for a product, service, event, person, company etc an opportunity to make a promise, deliver on it consistently thus gaining the confidence of their consumers. Branding is the simply consistent delivery on a promise that makes a buyer loyal to a particular product (brand) thereby differentiating it from the competitors.

A brand is an implied promise that the level of quality consumers have come to expect from a brand will continue with future purchases of the same product. The value of the brand is determined by the amount of profit it generates for the manufacturer.

Simply put, a brand is a promise. This promise is delivered by identifying and authenticating a product or service, which delivers a pledge of satisfaction and quality.

A brand can be deployed as label of ownership for a product; idea and concept that is expressed in name, logo, signs, symbols, design e.t.c. These names can be copyrighted or registered in other to differentiate them from other brands and protect imitation. For example, the coca cola brand has for long adopted the coca cola symbol, red colour, contour bottle and the stylish ribbon with bubbles as trademarks (brands) that differentiated them from other soft drinks brands.

It is very necessary for marketers to engage in branding because it seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present

To brand a product or services is to make a deliberate effort to apply marketing techniques that seek to increase the products or services perceived value to the consumer. This increases the brand franchise or otherwise brand equity.

To succeed in branding one must understand the needs and wants of his customers and prospects. This is done by integrating brand strategies through the company at every point of public contact.

Brand resides within the hearts and minds of consumers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which can be influenced, and some that cannot be.

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. The brand is the source of a promise to consumers. It's a foundational piece in marketing communication and one that cannot be discarded.

Brand Equity is the measure of the total value of the brand to the brand owner, and this reflects the extent of brand franchise.

Brand Essence is a way of articulating the emotional connection and lasting impression, usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand. Brand Essence characterizes what a brand stands for in the minds of customers and stakeholders. It embodies the brand's core competencies, advantages, culture and values.

Branding gives company the grace to communicate message clearly, confirm the products credibility, connect with target audience/ prospects emotionally, motivate and persuade the consumers and solidify consumer’s loyalty.

Powerful brands can drive great success in competitive market and indeed become a company’s most valuable asset.