Tag Archives: Branding
Importance of Branding in International Marketing
‘Brand orientation’ and ‘International brand repositioning’ are two terms that are gaining importance. A good brand is one which high return on investment for a firm after having created a good perception of the product or service in the consumers’ minds, thereby encouraging them to try the product.
The brand orientation approach stresses that customers and brands should be the central focus so that brand issues are better co ordinate. Branding should go a step ahead of merely communicating the product’s value and should be an integral part of the business strategy.
A brand can be a reference point while devising strategy. It can help align the firm’s capabilities with the external environment. Brand orientation can have a positive...
Can country be a brand?
A brand is considered a major factor for differentiation. Despite the fact that products can be differentiated on the basis of their characteristics, consumers tend to pay little attention to the product details. Instead, they differentiate the product from its competitors based on the brand name and their familiarity with the brand.
A brand has a social and an emotional connection with the customer. A good brand name helps in enhancing the perceived value of the product. As a result, a buyer pays less money for the products or services offered by lesser known brands. However, they are more than willing to pay premium for established brands. A brand is created based on several factors like performance, perceived value, trust and identification.
The...
SMB’s Needs to concentratre on SEO too…
Your customers are looking for you. Can they find you?
When potential customers have a problem and need somewhere to go, they search for it. They head to their favorite search engine, type what they want and are presented with a list of results Google promises can help them. If you don’t appear in those results, you don’t exist. You miss out on the sale, the branding opportunity and the ability to convert that targeted searcher into a lifelong customer. And that’s the value that search engine optimization (SEO) brings to small businesses. It puts you in your customers’ line of sight and establishes you as an expert.
A lot of small businesses don’t fully understand SEO. They think it’s dirty, that SEOs are snake oil salesmen, that...
Branding
There are many ways to define a brand. For instance, it can be defined as “a collection of perceptions in the mind of the consumer.” Also consider that “a brand is a promise,” according to Walter Landor, a brand design legend.
Everyone has their own definition of what a brand is, but these two statements sum it up pretty nicely. What do you want your customer to think of when she thinks of your company? What does your customer think when he looks at your business brochures? You need to create what you want your customers to feel and think when they see your business. That’s a brand.
Brand Characteristics
So how do you make a positive, memorable brand? Three things characterize great brands:
Uniqueness. The whole point of branding...
Branding Explained
Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a ‘brand’ or a ‘brand name’.
Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your business?
There are many ways to define a brand. It can be defined as “a collection of perceptions in the mind of the consumer.” Also consider that “a brand is a promise,” according to Walter Landor, a brand design legend.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination...
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