BRANDING 1

Many businesses are currently recognizing the significance of branding in achieving a

competitive advantage in the market. However, many companies fail to identify the key elements

that can enable the company to create a strong brand. The brand image of products refers to the

promised value of the product. A strong brand is established by a company building unique

customer experience. The community, consistency, and content create a foundation for

developing a strong brand.

  Creating a strong relationship with consumers plays a crucial role in establishing a strong

brand. Companies interact with consumers by sharing vital information with the consumers and

making the community feel like part of the company. A company should share values, ethics,

and traits with the customer’s to strengthen their brand (Hudson et al., 2017). Producing goods

that serve the needs of the customers create a strong brand. The employees of the company grow

as part of the organization and feel a sense of ownership of the company (Ward, 2016). The

PlayStation customers are a perfect example of a brand community. The PlayStation created a

strong brand by creating an online platform for gamers. The community is also linked to other

social media platforms.

Consistency is a brand strengthening strategy whereby the customer becomes aware of

the quality of the product they can expect. A company needs a consistent brand message and

persistence in the marketing strategies used by the company (Ward, 2016). Consistency is based

on the value proposition of products released by a company and vision statement of the

company. This approach fires the company brand to be unique in the market. Dove is a shampoo

and soap brand has maintained consistency to create a strong brand. The packaging bottle has

blue brand logo. It also supports marketing communication strategies.

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Sharing of data content makes a company-friendly the target customers. The content

provided by the customers establish interaction between the company and the consumers.  A

company can position its brand by sharing expert knowledge through blogs, companies’

websites, and infographics (Hudson et al., 2017). Rolex shares picture and features of new

brands at different platforms. This approach strengthens their brand.

Future branding is greatly influenced by the dynamics of the market that are present

today. Currently, significant changes in digital and social media are dominating the marketing

and branding strategies used by the companies. The brand narratives current today will evolve to

engage changes in the market structure. Therefore the branding process with experience several

changes and personalized brand relationships between the customers and companies.

I think that full and accurate factoring the consumer needs in the brand equation will

become an essential branding priority in the future. The sense of ownership of a brand by the

consumers makes a brand durable. Developing of mental knowledge about a brand eases the

consumer purchase decision making. Companies which lack brand equity will find it difficult to

convince potential customers to buy their products (Keller & Lehmann, 2016). The process of

the brand equation involves researching on the need of the customers and making of the products

that meet the expected quality by customers. Research on how to enhance the performance of a

product is crucial. Companies need to embrace the social responsibility of their products toward

society.

Changes in the market structures in inevitable, and companies need to acknowledge these

changes. Continuous research on the market is necessary for the branding process in the future.

Customer diversity may call for diverse communication strategies in branding. The branding

philosophy has to be consistent.

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Identifying the right technology, online platform, and information channel is a significant

challenge in the branding process. The wealth of the content dramatically influences branding by

the customer. The text missed out to explain the best technological approaches in the future that

should be prioritized.

In conclusion, the fundamental aspects considered is if the tomorrow branding priories

will be any different from the current branding approaches. The expectation in the changes in

brand aspects is high. The current marketing strategies are significantly evolving from manual to

digital branding using social media, tipping significant changes in future branding priorities.
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References

Hudson, S., Cárdenas, D., Meng, F., & Thal, K. (2017). Building a place brand from the bottom

up: A case study from the United States. Journal of vacation marketing, 23(4), 365-377.

Keller, K. L., & Lehmann, D. R. (2016). Brands and branding: Research findings and future

priorities. Marketing science, 25(6), 740-759.

Ward, J. (2016). Building a brand. Journal of Brand Strategy, 5(2), 126-131.