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Brand in business and its promotion

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BRANDING: WHAT IS IT AND WHY

Every entrepreneur, standing up for the uniqueness and individuality of your business, ever heard a foreign word branding that involves creating a certain image of the company and its products. He formed a long time period, using the following elements impact on consumers:

added value;
"the promise" to the consumer (rational or emotional).

In fulfilling this "promise" and a gradual increase in added value, and improving product quality, that is, the weighting referred to "promises", the brand is doomed to success.

Брендинг что это такое и зачем бизнесу бренд

Branding what is it and why do businesses brand

WHAT IS THE BRAND

As is clear words, the concept of branding (eng. branding) is derived from the brand (eng. brand). Let's see what the value is of a second symbol.

So, brand is a symbolic concept, allowing to carry out identification between the seller and the manufactured:

products;
services.

In the process of branding products is directly building the brand, establishing the image of the proposed sale of goods, the differentiation of it for promotion and building relationships with customers that lasts a long time, based on the study of consumer values, put in the brand. In fact, it is a tool through which company controls the brand.

HOW AND WHEN THE BRANDING

The first mention and the beginning of the use of branding belongs to the time of the Middle ages. At this time artisans in the shops and bakers began to put on produced his own interesting production notes – icon the manufacturer of the product. The widespread dissemination and consistent use of branding technology began in the mid-twentieth century, the Market is flooded with a wide range of products, many of them repeat the properties and appearance of each other. This mark, referred to above, made the products of specific producers in the brand, a phenomenon with unique characteristics and values for each type of product, important for a certain segment of consumers. By them or their packaging distinctive symbols of each manufacturer, the product perception was conducted through the prism of previously received impressions. Adding value and the difference in price with other similar products, is now perceived positively, they were paid for the metaphysical properties of the product given to the consumers emotions joy of owning a brand.

In Russia the development of branding started in the 90's. In this time began the real battle of foreign brands, with only a nascent domestic. Since then, the competition has become even more acute, which significantly raised the role of branding in business. In the last decade were born in Russia, a number of specialized agencies involved in the creation of brands professionally.

WHAT PURPOSES ARE MET THROUGH BRANDING
The purpose of branding is to build a totally new, decorated with the image of a particular brand, and determine the direction of future communication efforts. Branding involves the following list of works.
A study of the status and trends of the market.
Develop product positioning.
The development of brand names.
Writing descripter (descriptive element that identifies the brand).
Development of systems of difference commodity unit:
hearing;
visual.
Determination of the most efficient fixtures and identify communication that is designed to transmit and reflect the main idea of the brand.

TRANSFORMATION OF BRAND STRETCHING AND EXTENSION

During the process of brand building can take place following the action.

Stretching – the completion of the product category the new product while maintaining the following items remain unchanged:
- purpose and application of products;
- brand name;
- the target segment of the consumer audience;
- the brand identity.
Brand extension is the trademark expands to include the new customer segment or category of products that are similar in nature.

When the brand extension changes only index: consumer surplus, everything else remains the same.

Here is an example. The famous American brand "Caterpiller" makes each member of the American Association, and with the powerful multifunctional technical tool – the tractor. Over the years, "Caterpiller" earned such popularity that he decided to go for broke and opened a fashion line, subsequently winning not only his countrymen, but also the hearts of the Europeans that the tractors were not familiar. Initially, the range was more modest and the working sport, but today there is dresses and delicate women's blouses with bright tag "cat".

Besides these basic ways of transformation of brands, there may be movement of the mark downward. Thus, there is a sub-brand brand inside brand. This means that the company creates a new product, repeating the core properties, but more simple and probably cheap. The strategy of creating a sub-brand is used to cover the existing product more than the mass consumer segment.

"Related" product set, that is, similar products that are promoted under one brand, has a name – brand family. Promoting such a group, it is possible to save significantly finances, due to the use of common channels:

promotion;
distribution of goods via network marketing.

In addition, in this case there is a joint development of branding products. Doing so not only within the same brand, but also together with the friendly companies.

Branding elements

WHAT ARE THE STAGES OF BRANDING

Let's talk about the stages of development of the brand through which you must pass to achieve enormous success and to get feedback from the target segment.

First and foremost, the specialists conduct the analysis of the situation on the market in relation to the brand, if it is already running, or the elucidation of the basic market trends.
Plan for the brand snapped up the first versions of the following concepts:
- the essence of what has brandermill product;
- exactly how to position it in the market;
- what strategy will be the management of the created image.
Is brendbilding – brand building based on planned elements. At this stage, creating a brand image, develop a package belonging to the brand documents. Produced the following identification system:
- verbal;
- visual.
Operation using the marketing tool of integrated communications, is the promotion of the brand, that is created strong ties between a brand and its consumers and gradually become stronger through implementation of various activities.
The last stage. After a certain time, the specialists monitored the effectiveness of established and running nonsense, and also is the evaluation of the efficiency of the performed actions.

WHAT IS THE BRAND IMAGE

Brand image (eng. brand-image) – which came to us from the English language composite concept, dividing into two parts. The first part means "brand", the second "image", and has created reputation of the brand, its image formed through the use of advertising funds.

Simply put, brand image is the consumers ' brand attitude and the perception of it that causes certain associations that remain in the memory of people's emotional response to the product. It can vary as follows:

according to the degree of conformity to inquiries of consumers;
the level of accessibility of information;
uniqueness (other brands competing with yours, such associations and emotions do not cause).

Brand image is designed to help consumers to process available information, make a brand stand out among competing offers, to create the advantages of a metaphysical nature and, ultimately, encourage the purchase. It provides the base for product distribution through the creation of feelings of a positive nature with the public.

Creating a brand image is based on:

the properties of the product physical nature.
consumer emotions;
psychology of subconscious perception.

Time handling when you create a product comes not only practical but also psychological perception, it is necessary to hire a professional with not only the ability to promote the product, but also knowledge of consumer psychology.

In addition to the efforts on development, on brand image influence:

the degree of qualifications of personnel engaged in trade;
well-conceived services for competent customer service;
dissemination of information in the media and so on.

To create a sustainable brand image of the company in the perception of consumers takes considerable time, so the longer the brand has been present on the market arena, he is famous and has great customer loyalty. Good move – bringing in building a reputable image of the face region. For advertising of cosmetics it takes on a literal meaning: in the videos there are the famous Actresses of the person using the product or product line of the brand and giving the most flattering of them.

ELEMENTS OF BRANDED SET OF DOCUMENTS

Upon completion of the brand development professionals begin to create a package of documents of the brand, containing all the elements:

verbal component;
the external component.

These documents define all subsequent work on the brand, greatly facilitate the inclusion in the daily functioning of visual and verbal brand standards, and help by the members of the organization to understand the existing fact of the brand and its values, realizing the intended philosophy. Usually in the kit are these.

Brand book or brand book – carefully painted the essence contained in the basic identifying brand elements and its attributes:

idea;
the main mission;
positioning;
contained value;
uniqueness;
nested philosophical part.

Brand book deals with the task to harmonize and codify each brand included in the ideological element of creating full of them, collected together the picture, and also giving specific instruction manual for each individual attribute to recreate a holistic perception of members of the target audience.

This document also contains advice regarding the application of specific communication tools and methods to deliver information to people.

Hyde online – different passport containing the standards, a kind of manual describing the main principles of the correct use of external distinguishing features of the brand on different devices, in different communication processes. With the help of a guide-line, the applying the image, regulation of sizes of visual elements, combinations of basic colors schemes, font types, which are the constituent parts of the unique style of the image.

This guide includes a list of installations, warning invalid use and telling about the right of permanent use of the brand elements:

unique logo;
of the trademark;
the font font;
color combinations;
the application of a stylized block products, business documents and promotional media.

SUBSEQUENT WORK WITH THE BRAND

Мало создать бренд, необходимо постоянно работать над его актуальностью

Not enough to create a brand, you need to continuously improve its relevance

BRAND AUDIT

Brand audit involves the study of the present market position of the company and the product, in comparison with the brands of competitors. During these studies analyses the detail components of the image of the product, conduct competitive intelligence and assess its image among consumers. The more often you conduct such research, the higher the savings spent on ineffective promotion. In addition, the data help to ensure constant sales growth and strengthen market position.

Conduct a brand audit can be several following reasons:

to prevent and improve work efficiency;
when changing the head or the person who owns the company;
the rebranding of the company;
the expansion of product lines with new products;
the radical change of the range;
critical decrease in consumer demand;
replacement of the main strategic course of the enterprise;
the conquest of a completely new market areas.

Among the research there are several varieties. Let us consider each of them in detail.

Audit of the integrated nature of the brand is investigated deeply, and then gives the complete list of characteristics of the current position of the brand in the market, and also its particular comparison with competitors.
The external audit component of the brand – the so-called armchair studies of character, dry consideration received for a certain period of time quantitative and qualitative data of the company, the results of ongoing research, monitoring of sales outlets, and processing of the obtained in the course of personal experiments with focus groups and interview data.
The internal audit component of the brand – a study of internal corporate culture, a deep review of the work of the organizational system of the company that occurs within relationships, communication between members of the company, their attitude towards the brand.

Additionally, there are also two types of audit brand:

B2C;
B2B .

Studies of the first type is to consider the practical sides of the brand. More specifically, we are talking about:

the degree of rationality;
quality;
the level of responsibility;
cost;
how to make money for the goods;
the speed of delivery;
ease of purchase;
ease of use;
the reputation of the firm, and the supervising person.

In the second case, be appreciated, elements, external, verbal and visual character, for example:

name;
motto;
logo, etc.

Also under scrutiny is how the perceive the brand is consumers from the point of view of emerging emotions.

It is recommended to conduct a comprehensive audit of the content brand regularly to have the right information and provide a timely response to every market fluctuation.

To determine the limits and potential development of selected brand, conduct interviews of deep character and experiments focus groups. During these sessions, experts are studying the representation of employees of the company about its further development and future characteristics of specific target audiences, etc.

The results of the research appear in the audit report. There are data and a description of the current situation of the brand in the market as well as tips and forecasts for the further development and correct deficiencies.

REBRANDING

The term rebranding mean applying a complex transformation activities of the brand completely, or only one of its components. As a result of ongoing changes, it is necessary to achieve significant changes that you previously created in the consumer consciousness of an image of the product.

Rebranding helps bring the brand in the most appropriate of the current state of Affairs at the company as of, and coordinate it with further prospects of development of the organization. Are assumed as the implementation of significant changes communication aspects of the brand, from communications and ending with the external trappings.

Characteristic for rebranding is partial preservation of the old image on the basis of which actually built the new venture. This is not a complete rejection of the past, but evolution and the peculiar growth of the company and its products. Updating the wrapper and a communication system, the brand becomes much more fresh and pleasant to perceive. The obvious positive qualities of the product or service updated with new elements, is expanded, allowing not only to increase the demand among the old audience but also to attract fresh flows.

Invisible transformation in the external design or advertising product promotion not considered for rebranding, as they do not cause any qualitative changes in views on the strategic development and positioning of the company, the evolution of the same brand – a total revision of the paraphernalia that accompanies it.

But in some cases it is necessary to resort to rebranding:

when initially incorrect positioning of the brand;
when changing market conditions and the inability of adaptation of the existing brand;
when critically low level of knowledge of the brand;
competitive brands are superior to yours.
the ambition set before the brand task increased.

The range of tasks solved by rearrangement of the image products includes the following:

strengthening the unique properties of the brand;
the increase in the level of consumer loyalty;
canvassing of members of the consumer audience and expand by attracting new ones.

Working through and changing the component parts of the brand should be left in the integrity of the winning part, perceived as the strengths and positive features, especially those that are not in competing firms. It is also necessary to move away from the negative sides of the image.

The process of converting brand goes through the following steps.

Step 1. Start is to organize the research of the brand and its current state, including consideration of:

loyalty CA;
assessment of people's attitudes;
completeness of existing brand knowledge;
definition of pros and cons;
risks and benefits;
the analysis of the financial capacity of the company.

Step 2. The second stage involves the development of further:

strategy;
tactics.

Step 3. During the third stage updates the main components of brand identity:

visual;
verbal;
communication, etc.

Step 4. During the fourth step is the clarification of the target audience updated sense of the brand.

Here is an example known to every man once in my life watched TV. Everyone knows the series of deodorants for men Old Spice for a long time after launch had two main problems:

the lack of unique differences;
was not attractive to the youth segment.

In addition, the name of the fragrance is a classic soft smell of the product created an image of the product for the elderly, not sexy and not attractive.

As a result of rebranding the campaign owner was attracted to the filming of the promotional video of the handsome basketball player Aisay Mustapha, with incredible charisma. In addition, the rollers were filled with some humor, because women were encouraged to look at your man and the dark-skinned handsome man on a horse. The result of the female audience just fell in love with the deodorant, and, therefore, under their influence, and men felt that "Old Spice" — a tool for cool and sexy. Wanting to make the most of the achieved popularity, the company managed to produce a series of shower gels.

TO SUMMARIZE

As you can see, branding is essential in creating a successful enterprise, loved by its target audience. Be confident and use the services of a specialist to obtain a quality result.