Branding and Its Comprehensive Process- Part (1)

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” 

― Coco Chanel

Being a girl, it is not rare to find oneself ogling at the other girl’s ‘Prada” or her “Gucci”, it is not very soon that you realise, you had your mouth wide open all through the time this tall super rich women, with her huge “Gucci” bag walked past you, so what is this infatuation for? Is it for the Gucci bag? Is it the way the girl carries it? Is it because she is richer than you, or simply because it looks super good on her? This is what one would call “branding”, what one would call “advertising”, something that makes a product look good. A High end luxury purse would be branded or advertised by probably a high end beautiful model, similarly a superbike would be advertised by a rusty looking..Six pack abs physique model. This shows us how important branding of a product is, So without wasting time, let’s start with the importance of branding and advertising.

Brand management course starts with a comprehensive knowledge of your “brand”. So, what is a brand then?

A brand represents who your company is and what it stands for. This includes the name, logo, messaging, merchandise, design, and any other feature that identifies your company and its products and service and makes it different from others. With your brand you are developing a promise, conveying the message of this promise and then maintaining it.

Brand management is the science of crafting, molding and sustaining a brand. This means defining the brand, positioning the brand, and delivering the brand value constantly. Branding creates customer commitment to your business. A robust brand differentiates its products from the competitors and gives your business a leg up on the others, allowing you to increase sales and grow your business.

Brand management includes handling both the noticeable and intangible characteristics of a brand. When it comes to product brands, this includes the product itself, packaging, pricing, availability, etc. With service brands, tangibles include customers’ experience. The intangibles include emotional connections and expectations with products and services. For eg: The Way Tata Salt has come up with the idea of “Desh ka Namak”. Branding also involves assembling a blend of the right marketing campaigns i. e advertising to create and reinforce your identity. If done right, you can even create a brand that is able to break through the crowd and create brand loyalty.

Advertising is to do with persuasion. It is commonly accepted that the function of advertising is to persuade people to buy something.