Essay On Brand Identity

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Recommended: Importance of BRANDING

Brand exists in the mind of the customer. Brand identity is related to HOW the product looks (aesthetics). The product features such as its name, color, style, functions (what it does) and symbol/logo all are the main intangible features of a product. Brand identity is everything. It is the sum of all tangible and intangible features such as the ideas, convictions, qualities, prejudices, preferences, features, patents, trademarks, and channel relationships and ancestry that make it unique. Brand identity also relates to the way customers feel about the product. Brand identity perception is the culmination of all the internal and external characteristics of the company and its products - the name, symbol, packaging, literature, signs, vehicles and culture. Branding influences how its target market or a single customer perceives brand or a company, as expressed by SMART: Strategic Marketing And Research Techniques. 1

Strong Brands names are those that are trusted by the public. All these factors contribute to the characteristics of brand identity. The term brand identity can apply to a single product such as the Mini car or to group of products such as the Apple iPhone, iPod and iPad, or Samsung smartphone, notebooks, TVs etc. Ferrari is another well-known and respected brand, having a unique brand identity. People tend to associate with brand to enhance their own personal image. Brand identity helps customers differentiate between similar products, as expressed by V.Ryan (2011) 2.
Successful brands usually have customers who display loyalty by buying the same product, time after time esp. in consumer products such as detergents, mouthwashes, cooking oil etc. 2

Brand image is the best, single profitable investment a company makes...

... middle of paper ...

...y 21, 2014 from http://www.marketingmo.com/strategic-planning/brand-strategy/
4 Venchito Tampon, 3 Effective Ways to Build a Strong Brand Identity, (2014) Retrieved July 21, 2014 from http://www.searchenginejournal.com/3-effective-ways-to-build-a-strong-brand-identity/64849/
5 Stephen King, WPP Group, London, Branding Quotes, (2014), Retrieved July 21, 2014 from http://www.bizcommunity.com/Quote/196/82/866.html
6 Ian Linton, The Advantages of Product Branding, n.d., Retrieved July 21, 2014 from http://yourbusiness.azcentral.com/advantages-product-branding-8115.html
7 brandXpress blog, 5 Benefits of Branding, (2006-2007)http://www.brandxpress.net/2005/10/5-benefits-of-branding/
8 Kyle Simpson, Top 10 Branding Examples Killing It and What You Can Learn From Them, n.d., http://www.biggirlbranding.com/top-10-branding-examples-killing-it-and-what-you-can-learn-from-them/

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