NT BRAND AND BRANDING: MEANING Al ‘often referred as the same, ind is a name, symbol, design 07 ‘competitors and gives unique identity to image that identifies ND DEFINITIONS put the fact is one is an emotion and Brand and Branding are se vet feature tet other is a marketing tool. A bra Sistinguishes a product ot an organization from its seis signs and logos or combination employed in creating an image ts proiuct an diferentates i rom its competitors is Known brand. Brands are used in wrrketing and advertisement. Some examples of well-known brands are Mc Donald’, Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc. Therefore, brand may be a prod, service or concept that is publicly distinguished from other Proc services or Pencepte 20 tat itcan be conveniently communicated and marketed, On the other hand, branding is the process of building a brand and brand identity isa part of this Process Branding is a set of marketing communication method that helps the company fo diferentiate its product from competitors. It isa process by which brand is designed and marketed, t encompasses series of steps involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme, Branding aims tocstablish a significant and differentiated presence in the market that attracts and retains loyal customers. business, It can be said that brand is the emotions that people associate with a business, while pranding isa set of ations that an organization takes to build a brand ie. a marketing tool. “The practice of branding is as old as ancient civilizations. At that time, most of the products were unbranded. In fact, the term brand is derived from Old Norse term ‘brands Which means to burn, Egyptians were known to have engaged in livestock branding in around 2700 B.C. In order to differentiate their cattle from others, a distinctive symbol was designed on animal's skin. Sometimes, the symbol was made into the animal’s skin with @ hhot iron and the burnt skin was considered as an identification mark, It helped in @ scanned with OKEN ScannerFollowing are some of the widely accepted definitions of ‘Brand’ and Tut wol of Onl Og, rind sh igi men up Siar Songun ante ood ‘Aecong Aner Karting Racin“ ni amy, de ids name, em, lg, mt pc deen sxjte fan orcntnatin f te tfc lr geo coeot ecea seers legal tem for Brandis trademark, A Grand may idenify one item, family of items ora item of ¢ ‘Sc bond diferentes pou fon ta fearon ‘A ified yOonneAntnucs, “ands afro diy of comps rw dno company erm of what procs nd seis tof bt th ee of wate company tan forse of es sie meen sor tngi conser concerns” Inthe wort fal Gidvmen, A fans theese fon sown stn,” According 0 Lisa Buyer, “Branding is more than a name and symbol. A brond is created and influenced 6y ale isl cai, syle perception, wont, meses, OR, opinions, ns maa and special soca ‘Branding’ fe produc' abuts, is name packaging, Aecortng o Margie Clayman, “Branding isthe encapsulation ofa company's mission statement, objectives and corporate soul a expressed trough the comporat oie and etre” ee eee Toa consumer, brand means and signifies | To aproducer, brand means and signifies © Sources of product ‘+ Basis of competitive advantage + Symbolic device + Way of bestowing products with © Delegating responsibility to the unique associations manufacturer of product ‘+ Way of identification to easy handling. © Lower risk ‘© Way of legal protection of products’ ee unique traits/features + Quality symbot * Sign of quality of satisfied customer ‘Deal with product manufacturer ee ecens ot Snare] aan Brands simplify consumers purchase decision. Over a period of time, consumers iscover the brands which satisfy their needs. If the consumers recognize a particular brand. ind have knowledge about it, they make quick purchase decision and save lot of time. @ scanned with OKEN ScannerBranding: Baste Concey,, = CHARACTER! ‘After analyzing the abOve . Product: A brand is something more than @ product. It may hay 2, Long Term Investment: Brand building is the outcome o inflows. Branding a product means Jong term investment. 4 Personality of Product: Branding gives a strategic personality for @ product or company. It gives a clear meaning to product and depicts the values and promises that a consumer may perceive while buying the organizational offerings. It depicts values, culture and personality ofits organization and sellers. 4. Customer Loyalty: Brand commands customer loyalty and also results in the same. 5, Intangibility: Brand is something that didn’t appear in the balance sheets of the “organizations. It is invisible, intangible and unwritten, still justifies the prices «charged for products or services. Consumers prefer to buy branded products such as Amul, Sori, Maruti, Dell etc. rather than the unbranded ones. 6, Forms: Brand is not a bundle of physical characteristics. Brands are mostly presented in any ofthe following unique forms: isTiCS OF BRANDING definitions, it canbe sid tha branding exhibits the following id elements that di fy the same need. These differences may be rational ang Branding is a crucial decision for every organization years of hard work and guarantee future cash in building a brand. © Names + Terms, Words + Design + Symbol, Sign + Logos + Graphic Representations ‘Any combinations of above may be employed in creating an image that identifies and differentiates a product or company. In fact, Brand name is the name assigned faba tay cnt of weds etry rane, we Bech ea visual and pictorial representation of a brand. It includes symbol, design, logo, colorful signs e.g. Audi is the brand name and four circles are the brand mark, © scanned with OKEN Scannera [EISIGNIFICANCE OF BRANDING Strong brand offers countless benefits to the peopl some of widely noticed advantages of branding: le connected with it. Following are , 1. Ease in Purchase Decisions: Branding represents a package of benefits and _y offerings. It drives the needs by promising reliability and performance and leads towards purchase decisions. Strong ‘brands work to build customer recognition as “Well. Customers can shop for specific products with familiar brands. When they ge BET eee ee shop and see familiar Colors and images of the brand they recognize, they are more likely to grab the product than buying others. Therefore, impressive branding click in shoppers’ mind. @ scanned with OKEN ScannerBranding: Basic Concepts 1 2. Competitive Edge: Branding differentiates a company and its products in the trrkeplace. When customers recognize and. widely, acopt a bad io Zampetve edge to the organization Caretlly dred and well eatablehd brands are more competitive than other brands. 5. Promotes New Products: A huge benefit of strong branding is that it helps promoting new produets and services. Brand creates loyal customers who look at the organizational offerings with trust It becomes convenient for the organization to introduce new products/flavors-or test them before their launch at full scale. Loyal customers always show interest in new offerings of organization and can give valid suggestions for the same. 4, Customer Shared Values: Customers are attracted towards the brands that they share values with. The marketers must convey the values of brand with their customers, which create aivemotional connection between products and customers. It Ieads to long term customer loyalty, which sometimes is transferred to future generations as well. 5. Enhanced Credibility: Well established brands enhance the credibility of organization with its customers. Such organizations build recognition, loyalty, competitiveness and carry positive image in the minds of customers ~~ 6. Facilitat@s“Other Components of Marketing: Once the “company establishes a strong brand in the market, other aspects of marketing can be easily modeled. The ‘choice for other components such as advertising and distribution becomes easy and. future marketing plans can be designed effectively. 7. Attracts Talent: Branded organizations are noticed by the interested parties and are Publicized more. Social media marketers, website designers or concept builders offer positive feedback about strong brands in the marketplace. Many people prefer to be a part of such branded organizations and offer their services for the same. ‘Therefore, it assists in recruitment and staff retention process. It further leads to a stronger organization in all aspects. 8. Gives Confidence: Good brands give confidence to customers. The efforts, time and resources put by the organization comes in front of customer in the form of a strong and professional brand. Therefore, good branding gives confidence to customer as well as business owners for what they have created and designed. © scanned with OKEN Scanner40, Allows to Charge Premium Price: ir strong bran Organizations become capable of charging premium price due to thei 1d image eg. price charged by Apple for its ‘mobile phones. trong business brand, it becomes easy for 11, Allows Easy Exit: Ifthe company has as the rompany to exit from the market, whenever required: A sirong and well established brand will be easy to sel. Brands reduce the risks for consumers perceive while buying and consuming the 12. Risk Reduction: in product decisions. There are variety of risks that consumers products, which are: ‘The product may not perform functions as expected by © Functional is consumer. + Physical risk: The product may be dange «Financial risk: The product may not caity the worth as compared to its price. .ve to face social embarrassments in society. sous for the life or health of user. ‘© Social risk: The consumer may hat Psychological risk: Product may lead to mental tensions for the user. ‘Time risk: The product may not work at the time when required, and it may lead to an opportunity cost of finding another suitable alternative. ‘All these risks can be handled well by buying the products of an acceptable brand. Score OF BRANDING z : "A brand is something that stays in the minds of consumers. Generally, itis accepted tht only goods can be branded, but the fact is that branding has a wider scope in the modern competitive business scenario, It includes the following: 1. Physical Goods: These are the consumer goods, which have physical existence and are offered in the marketplace e.g, Tata tea, Hide and Seek biscuits etc. Mostly branding is associated with physical goods only. Various products are offered by the organizations e.g. Coca-Cola Toyota, Sony, Murphy Richard etc. to fulfill consumer needs. The importance of strong brands is quite high in case of industrial goods corporate brands), and high-tech (innovative) products. 2." Services: The branding of services has increased manifold in the last few decades. It includes hotel service, airlines services, insurance services, banking services, travel services, financial services etc. No doubt, branding of services is a @ scanned with OKEN Scanner‘branding: Baste Concepts chalga srl ave peal atures of intangity and ubetiity ‘i provides then). The section of brand symbol nese of series 8 auc ection at gives form the aitract civics, For example, nv fered by SpietAiner or ICT bai ete 4 People: Branding can also include various people especially well known faces. The people ae generally famous and are accepted by the consumés gle easily. They are public figures such as entertaine s They wilngy fr tht actors, spartspersSns, business tycoons or age for promoting products and services or social cause, For example brand ambassadors like Mahindra Singh Dhoni, Shah Rukh Khan ete, Retailers and Distributors: Brands can arouse interest in the minds of consumers for a specific retailer or retail store. Further, relalers can create their own brand image by Attractive assortments, packaging, or credit policies etc. They can also introduce their own brands by using store names. Many a times these retailers sell their own brands along with manufacturers’ brands. For example Wall Mart, Reliance or online stores such as Amazon, Flipkatt et 5. Organizations: Organizations brand themselves through various activities and 2) Programmes. The companies working for social cause or weaker sections of society UN e228 UNICEF market their organizations. Other organizations who work for arts, af \SyMicience, history, education, entertainment and protection of cultural heritage are 2°), also included in the list. 56 Events: Events ate also bra fy “3 unded these days, Sporting and musical events are organised with well thought of brand logos, taglines, advertisements and 20° Sponsorships. It ensures mass attendance and sae of tickets. Nel, Pla Poe wll Sin the The world today has become a global village due to eye opening inventions 7 field of communication and transport. Cities, countries, states, regions are App” Promoted through advertisements to spread awareness regarding the special Places worldwide. It gives a boost to tourism and migeation of people from one Place to another e.g, Branding of Kerala, Gujarat, Meghalaya and Rajasthan in India, idea of Incredible India for tourism development. & Ideas: Myriad ideas and causes are also branded through slogans, phrases and symbols. Publicity of ideas on Family planning, awareness of diseases, voice ‘against social evils, abortion rights, free trade, freedom of speech ete. are some of the examples where marketing strategies are used to make the people aware about serious issues @ scanned with OKEN Scanner‘TYPES OF BRANDS Jogo or symbol t y types of brands used in the «the product of an organizatio that distinguishes jorary business world, The A brand is a name, ntem| from others. There are man} contemp\ ies include the following: Service brands are created, as companies | move from ducts to delivering complete solutions and intangible difficult to develop a service brand rather than 2 icing of services is another challenge categori 1. Service Brands: ‘manufacturing tangible pro services. It is considered more product brands, as services are intangible. Pei a Crevice brands are characterized by the need to maintain COM tently high levels of service delivery. Various types of service brand include the following: (a) Pure Services Brands: These are the brand names used solely for services. The organizations may use separate brand names for products and another name for services, Service brand names are used as member associations. (b) Classic Service Brands: These brands are used for classic services such s airlines, hotels, car rentals, banks, insurance etc. (0 Professional Service Brands: These are the brands used by advisors of different kinds such as accountancy advisors, management consultants, income tax consultants, auditing advisors etc. (a) Agent Brands: These are the brands used by agents such as travel agents property agents etc. (©) Retail Brands: These are the brands used by retail service providers such as supermarkets, food chains, restaurants, fashion stores etc. 2. Product Brand: The brands are generally designed on the basis of consumers perceptions associated with the product, The brand name should be such that it exceeds the functional capability of product. These brands are brenmnniie’ quite common in istries. Good Night and Tide are the by pee est examples of such brands quality product ensures strong brand building. @ scanned with OKEN ScannerBranding: Basic Concepts Sr 3, Manufacturer's Brand: These are the brands where names of manufactu used on the product or services. These brands are created by producers themselves, Therefore the brandl is owned by the producer and he himself is responsible for marketing of his products, Once established manufacturer's brand names offer multiple benefits to the producers: + Brands can indulge into widespread distribution under their owned single brand name due to enhanced prestige in the market, ‘+ With the involvement of retailers in the distribution chain, same brand name can get extensive popularit ‘+ Such brands create more customer loyalty. + Every consumer knows the manufacturer who has performed the primary function of production. + New customers get more attracted towards manufacturer's brand as compared to private brands. + These brands ensure dealer's loyalty as well. 4. Private or Personal Brand: These are the brand names owned by a wholesaler or relailer or an individual. Itis also known as a private label, owned brands or store brand. These are created and owned by the businesses that act as middlemen in the distribution channel, known as distributors (wholesalers and retailers). Sometimes personal brands are defined as the brand which a person has built around himself to promote his own career opportunities. It deals with marketing of an individual through products or via media e.g. brands of celebrities or sportspersons. Benefits: Privately owned brands offer plethora of benefits, which are: ‘+ Retailers can give their own brand name to an entire product range, which ean offer excellent customer value. © Distributors can make use of additional bargaining power for own label brands as compared to manufacturer's brand. + Retailers can make huge profits from privately owned brands. + Middlemen have less pressure to mark down the prices. + Strong links can be created between customers and retalers/wholesaers. @ scanned with OKEN Scanner5, Public Brand: 2 ,. Family Brand: In family brat ‘Abrand which is owned and managed by the government is know, i ‘o makes use of brands to promote cert as public brand, Attimes, government also makes use Pp in ideas. snd strategy (also known as Blanket brand), one bran products offered by the organization in marke, sme is extended 10 all of the a arketed under single brand name. Here the Different categories of products are mi promotion of one product ultimately leads to promotion of all. Benefit Family brand has following benefits: (a) Customers can recognize the products of branded organization without much hassle (@) Itis an economical method, as every new launch doesn’t require a new branc name. New product can be launched in cost effective way. (0) The promotional costs will also be less, as same brand will be promoted on continuous basis. Promotion of one brand will give a push to entire product line, Management of promotional methods and media will also be easy. (@) Well established products will help the organizations to gain quick acceptability in case of new products. Limitations (@) When the products widely vary in quality and functionality, this method is not suggested. (&) When the markets in which products are to be offered vary widely, family branding is not successful. (© Every product doesn’t enjoy its own identity. Non acceptability of one product may affect sales of others as well. Individual Brand: The most common type of a brand used for tangible and tera Product is Individual brand. In this method, separate brand name is aliowes 1 every product, Brand name is very specifi. Some organizations prefer swe leet brand names for different products. Therefore, each product is named scaly. X is form of market segmentation eg, Proctor and Gamble has ferent names for its different range of products. Benefits: (a) Every product is assigned a unique name according to aspirations and needs @ scanned with OKEN Scanner9. 10. of prospective customers. Customers can connect brand with their imaginations and requirements. Therefore, the acceptability of product increases. (b) Failure of one product doesn't affect the market of other products. The whole product line doesn’t suffer. Limitations: {@) All products can't enjoy the good repo of organization. () Individual brand strategy is expensive, as every product needs separate name and promotion. . Organization Brand: Organization brands are the companies and other entities This method deals with giving organization's name to brand or product and is also known as Corporate Brand. The name of the organization appears in all promotions and product packaging. The overall parent company must have its own brand, as it is recognized by people for its quality and good reputation. Company brand name offers myriad advantages. Such brands prove to be useful in case of new brands or product lines. The new brand can be associated with already established corporate brand, it has more chances of being successfully accepted in the market. ‘Sometimes organizations link their brand closely with an individual eg. US. Democratic party is closely linked with Bill and Hillary Clinton and Barrack Obama. Media Brands: Media brands include the brands related to newspapers, magazines and television channels such as Z channel. E-brands: E-brands are the brands that exist in virtual world. ebay, amazon, flipkart are the online brands to deliver physical products and services. Some & brands provide information and intangible services to consumers e.g. IRCIC. These brands work with the aim of offering valued service and experience in the virtual business world. @ scanned with OKEN ScannerHE) DIFFERENCE BETWEEN BRAND AND PRODUCT ions in market for sale to A Product is a good or service made available by the organizati the end users. A Brand is something that helps customer to identify a specific product There are several vital differences between a product/service and brand. One must understand that popular products can become brands and brand names are used to refer to the products and services. Product is made by the organization, while brand is built by the people using it. Following are the fundamental differences between a product/service and brand: POOR TTA ess ———— @ scanned with OKEN Scanner‘Branding: Baste Concepts Bais y Pid Brand Meaning | Product is a physical item that Js | Brand distinguishes one product from produced ond finally sold inthe | other in the market. . market Designer [A product is manufactured by | Brands are built through customer company and can be purchased by | perceptions, expectations and consumers by paying price. experiences with all products and services under a brand umbrella eg. Maruti Suzuki is an umbrella brand which offers various car models. Tistence | Product may be branded or | Without a produc, brand can't be wunbranded Le. a product can exist | developed, even without a brand. Copy Products can be copied by competitors | Brands are unique based on emotions, any time, perceptions and expectations that customers develop forthe brands after using them. Emotional | Products have low emotional value, | Brands carry high emotional connect connect therefore, customers can replace them | with consumers and can’t be easily with competitors brand offering | replaced. similar usage. Expiry Products can become obsolete with | Brands remain forever, may be in the time minds of customers. Replacement _| It can be replaced incase of any issues, | It can't be replaced TTimeperiod | Whenever a new product is | Brands may take years to establish introduced, it becomes usefull | themselves in the eyes of customers. It ‘meaningful for customers in no time, | takes time to experience a brand, build asit fulfils any need. trust with it and believe in its promise. 1t takes time and effort to convince a customer. Lifecycle | Product passes through alifecycle. | Brands are timeless. Outcomes | Product offers functions. Brand offers value /Tangibility | Product may be tangible or intangible | Brands are always intangible. It is innature. difficult to see and touch @ brand, because it is formulated in the minds of customers. Need ‘This is ‘what customers need’. ‘This is ‘what customers want or valu’. @ scanned with OKEN Scannercreating strong ation? =" Hing rong widely accepted dein brand's equity direct Following are some of pie Following ran ung Haw ce i atin suc esate HAMPER nt sponsors "| coding to aie : a establishing and promoting ners rsa ser rand ung generat eee a e ids ee — sing strategies and 100 een ses, rand gs hee and communication of customer valu. eee srating awareness and suacharya, “Brand building i the process of gene! me eles nr ot = eg campaigns or through sponsorship. Brant bute them so that they can Koow, fet 3 9 of a company through direct eee afer 10 the Grand and provide vai. for experience te Brand” “azcrling to Sonia Gregory, “Te dfiiton of xing marking sates ant campaigs with he goat of marketplace.” F] PROCESS OF BRAND BUILDING Building a strong brand requires skill, availability of resources, The stages invol factors such as nature of organization, type of brand, thing is common that the company should ensure excellent customer experience. rand building sto generate awareness aBOUt Your ba vaeating a unique and lasting image in innovation, quality staff, constant monitoring xi ved in building a brand depends upon mar and environmental factors etc 0x The following steps are generally involved in brand building: 1. Defining the Target Market: The first stage deals with defining the audiences to whom the brand is going to cater and to whom the products/serti* will be sold. The idea of brand will be shaped according to the tastes ad beefrents of target market. The customers must be consulted to find out te os fees by them and brand should meet their needs and expectations *# het igned the shoes for making the sportspersons comfortable while playi"é jrand building requires trul i ae eats mS ly understanding the buyer's persona e.g. 28% gent _ qualification, motivations, influencers, and brand affinities &* @ scanned with OKEN Scannerprand Building 4. Brand Description: The company must describe its brand ie, about what the brand js, Every brand is designed with a vision, mission, goal and objective. The ‘organizational heads along with the team members can sit together to design the intent for a brand. Brand’s vision statement must define where they see the brand in Jong run. Brand’s mission would be more specific and would describe the purpose for existence. It defines how the company can make brand reach its targets along with short term and long term business objectives. Vision and mission must be embraced across all the chanricle and customers must be made aware about the same, The brand can be described through product descriptions, packaging, advertisements, logo and slogans etc. The way a brand is presented in front of customers, affects its brand equity. The customers perceive the brand in their minds on the basis of descriptions given. Nike's tagline is ‘Just do it” and its ‘mission statement says ‘to bring inspiration and innovation to every athlete in the world.’ with a footnote ‘If you have a body, you are an athlete’. Nike's mission statement makes almost everyone its target audience, = .. = othe ‘Core and values Premstion Brand Beans Ressarch Montorng Brand Pan ‘ond esiption Branding Process 3 Condueting Market Research; The brand owners must know the level of competition prevailing in the market. Market research provides information regarding the competitive offerings, strengths, weaknesses, values and their audiences. It also provides data related to key differentiation factors which can fetch competitive advantage. These are the areas where customers can be © Scanned with OKEN ScannerDE Brand By its competitors. Market winged on how the company’ is better than its comp mma convin ‘lps in te following (@) Brand Differentiati diferent. Market analysis provides isunique. A brand must be unique 2 Brand Positioning: The brand needs to be positioned in customers’ nig strong positioning helps in increase brand recall rate, Market analysis, information about various positioning strategies which can be applied by, tovo key areas: ron itis essential to know where the company information about the areas Where th. ind different from its competitors, company. 4, Designing Value Proposition: The next stage deals with creating unique sey proposition (USPS) of brand and its offerings that are unique in nature and quiy diferent from that of competitors. Customers must know about how brand woul add value to their lives. (© Scanned with OKEN Scannerprand Butlding EEAIMPORTANCE OF BRAND BUILDING Brand building initiates with well thought brand identity, A carefully designed brand is crucial due to following points: 1, Increased Sales: Brand bi ing process results in strong brands. Once a brand is successfully accepted and is well recognized by customers, the company can sell its offerings quite easily. 2, Strong Brand Image: Carefully planned brand certainly results in positive brand image. 3. Customer Value: Brand building deals with creating value for customers, Brand building process defines how customers think, feel and know about the brand. The customers’ perceived and actual value can be enhanced through effective brand building. 4. Competitive Advantage: A successful brand building process helps a brand to ‘outshine and stand apart from competition and plays a crucial role in creating loyal customers. It also helps to figure out the substantial differences and attributes as. ‘compared to competitors in the market. 5. Accomplishment of Goals: Successful brand building helps an organization to accomplish the objectives of sales and higher profit levels. . Continuous Impact: Brand building being an ongoing and consistent process, makes a constant impact in the minds of customers with their latest offerings of products and services. 7. Customer Loyalty: Effectively built brands create emotional connection with the customers that helps to make them loyal. Customers are considered as the co- creators of brand. When the customers’ needs are considered and their ideas are incorporated in the branding process, they feel connected. It makes the brand long lasting and creates long term relations. —— a @ scanned with OKEN Scannerthrough weM evans 14.3} BRAND CREATION AND LAUNCH Brand creation and launch requires skill, innovation, quality staff, constant monitoring and availability of resources. The success of a brand launch depends upon many factors such as nature of organization, type of brand, and environmental factors, people involved etc. One thing is common that the company should ensure excellent customer experience. stages involved in brand creation and launch include the following: (1) Brand Designing: First stage deals with designing the brand. Designing the brands denotes creating, extracting and defining a brand. This stage requires understanding the company and business and knowing what the company is about, reasons of its existence. This stage @ scanned with OKEN Scannerey = it * ctween the company and its cust requires to create an emotional connection between the company tomers ny (ry Chapter 3: brand building). 4 (2) Brand Development: ‘This isthe visual desi " deals with creating brand identity, which includes: ing sage of brand creation. Is what the customers yy ‘© Designing the logo + Selecting colours, typefaces and imagery + Designing the key messages ‘+ Choosing the tone of voice to be used in communications * Developing the websites The company must be sure that branding is consistent over every media, I of benefits of recognition and trust building with customers. This stage encompasses following: (@) Setting Brand Guidelines: Brand guidelines are worked out, which indie various elements such as brand strategy, visual elements and tonality ofthe bai _ ete (©) Designing Logo, Slogan and Other elements: It includes working on the bin architecture ie. its logo, tagline, colour, font, design, mascot etc. (© Creating Brand Voice: It involves the designing of brand voice, which may ® Professional, friendly, service oriented, promotional, informative, authoritative situational, (3) Brand Communication: their opinions about it. It deals with: © Marketing activities for brand promotion © Advertising strategies @ scanned with OKEN Scanner‘Brana sass + Social media ‘Active steps must be taken to market and promote the brand. The brand must be séverised through various media, promotional events, or sponsoring other events ete: {Tatevision, print media, advertisements, social media, content marketing and internet etc are the most commonly used methods to spread brand awareness (a) Personalize the Brand: “The organization must try to personalize the brand at each stage of its development and munch, I the customers can associate their values with the brand values, they feel Connected to it. Giving a personal touch to customers through brand rituals helps in building long term relations. (6) Launching the Brand: Successful brand launch is a challenging but rewarding task. The brand managers must consider the following key aspects in a brand launch: (i Brand launch must be planned well in advance. A well planned launch can significantly boost product sales. (a) Identification of key audiences is very crucial therefore all stakeholders that would be affected by brand launch must be identified. High value clients, investors, Key partners, employees and other stakeholders must be known, (ii) A pre-launch budget pays crucial role in effective launch of brand. (iv) A strong communication strategy must be developed. Well timed and well written emails can help in creating a buzz about the brand in market (©) Good launch always start internally. From employees to board member, all must be communicated in clear terms about the launch. Brand's purpose, mission, vision, values must be introduced to employees. (vi) Brand launch to the audiences can be made attractive by arranging a Celebrity public event featuring the unveiling of logo, tagline, message and speech (vi) Successful brand launch isthe only the beginning of life ofa new brand, It sets the stage for new content creation, marketing campaigns, advertising initiatives ee. (6) Monitor the Brand: ‘The company must evaluate its brand at every stage. Reviewing the performance of brand by analysing its products and services ensures strong brand existence, It is necessary @ scanned with OKEN Scanner~ Brand. Launching 14.6 | that the company must stand by its promises to make the entire brand building proces, successful. Brand maintenance and further brand development must be the strategy jy every organization. Brand audit is another strategy, which ensures that brand is operating = inities in the competitive landscape. peak performance and is taking advantage of opportu EE @ scanned with OKEN Scanner