Essay about Branding - 872 Words

1. BRANDING „ « Primary Research is essential. Even if it is only anecdotal and informal. You need to determine your core brand (extended values and brand history/story). It will be important for you to find out what your businesses current customers think of the current brand and where the problems lie. Time needs to be taken and corners must not be cut. A renaming and rebranding exercise has the potential for a business to lose an incredible amount of brand equity if all stakeholders are not considered. What Equity has already been build up and what heritage has already been established? It is important that this is not lost. It could be that the heritage of the business is something that you can leverage your rebranding efforts off. It†¦show more content†¦Its crucial that you insure that the name and rebranding efforts do not limit the business in terms of its long term vision. This could involve competing internationally. You must choose a name that fits all markets or at l east have separate subbrands that are designed to compete in specific markets. „ « The brand name puts a face on the business, it gives your consumers a point of reference when they think of you. Its important that you remember that your brand name and branding efforts are just one of thousands that consumers are bombarded with each day. What makes your brand stand out? Why will they remember you? These questions need to be answered. Does your business name have a story behind it? Its crucial with rebranding that if your name and logo change that all the cosmetic changes take place, everything from new letterhead, business cards, wed design, logo, uniforms and fleet design as to not send mix messages to the consumer. Remember your brand is your most valuable asset, it is represented by your entire business, everything from your advertising, the company cars you drive to the receptionist at the front desk answering the phones. For a brand to be strong and successful it ¡Ã‚ ¦s key that everyone in your business has a strong understanding of, and ability to express your businesses brand positioning and attributes. If you choose to create a new name that has no meaning it will be important to incorporateShow MoreRelatedBranding : Brand And Branding Essay945 Words   |  4 Pages BRANDS AND BRANDING Paras Pokharel Washington University of Virginia Abstract In this research paper, I have included the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, beingRead MoreMarketing Analysis : Branding And Branding Essay7914 Words   |  32 PagesTherefore marketers resorted to branding in order to distinguish their offeringsfrom similar products and services provided by their competitors. Additionally, it carries an inherent assurance to the customers that the quality of a purchase will be similar to earlier purchases of the same brand. 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