Branding Concepts and Techniques
Proper branding can result in higher sales of not only one product, but on products associated with the brand as well. For example, if a customer loves Pillsbury biscuits, he or she is more likely to try other products offered by the company. Some people distinguish the psychological aspect of a brand from the experiential aspect. Psychological aspects include thoughts, feelings, perceptions and images associated with the brand. The experiential aspect consists of a consumer’s overall contact with the brand, otherwise known as the “brand experience. ”
Brand image is a symbolic construct created within the minds of people. It consists consists of all the information and expectations associated with a product, service or the company. People engaged in branding seek to create the impression that a brand associated with a product or service has certain qualities that make it unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand relevant to a target audience is called brand management.
Brand orientation, meanwhile, refers to the concentration of an entire organization toward its particular brand. Brand orientation is developed in responsiveness to market intelligence. A brand which is widely known in the marketplace acquires brand recognition. When this recognition builds up to a point where a brand enjoys a critical mass of positive sentiment, it is said to have achieved brand franchise. Brand recognition is most successful when people can recognize a brand through visual signifiers like logos, slogans and colors.The outward expression of a brand, including its name, trademark and visual appearance, is brand identity. This is in contrast to the brand image, a customer’s mental picture of a brand.