Brand Building

Brand is of a product or service and it is defined as the image and impact that the product or service leaves on the consumer’s mind through the consumers’ experience with it.
Brand becomes a culture or we can say that any product or service which becomes a culture is its brand value. Brand usually comes with the satisfactory quality of the product or service. How does the consumer get satisfied with a product or service to give it a brand image? There are certain perceived expectations of the consumer from a particular type of product or service. The product or service which scores the maximum points in meeting these consumer expectations becomes a benchmark or a brand. There are several methods of building a brand. Brand can be built through massive advertising because it hits the maximum number of target audience or consumers. The more you advertise the more consumer experience you get for your product. Consumer experience is nothing but the number of consumers who try the product or service. Branding has to be very careful because the life of the product and its value solely depends upon the ultimate user satisfaction. Hence while advertising there has to be salient features and the characteristics that make the product different from other products of the same line, have to be flashed.

Brand recognition is the percentage of market share that the product has acquired. Brand name is the name given to the product or the service. For example, Pepsi is a brand name of a cola aerated drink. When we talk about Pepsi or Coke for that matter, there are places where any cold drink may mean Pepsi or coke. This is brand image. Any adhesive medical tape is called “band-aid”. This is again brand image. In India every mineral water bottle regardless of the manufacturer is called “Bisleri”.

There are several companies which have made their own brand image. This means, whatever they produce or whatever service they deliver, is highly recognized by the consumers. WIPRO is a company which is into software development but it also successfully produces and sells bathing soaps. It also produces luminaries and furniture. It is not necessary that whatever a company produces has to be good, it’s the brand image of the company which sells all their products. The consumer even pays more to buy a branded product than the non branded ones due to the brand image.

Proper brand management is a high value task. Brand management is the methodology to promote the product or the service to grasp as much consumer attention and experience as possible. Brand building is a vast subject. Every business has a brand image. Restaurants, garments, sport products, luminaries, etc. all have brand image.

As I said earlier, brand building is a task which decides the fate of the product or service. In this age of cut throat competition, brand building plays a major role in establishing a product, but one has to remember that quality is the utmost requirement of brand building.

Linus Orakles
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