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KFNX Blog:YOUR BRAND IS YOUR BUSINESS

A brand is a name, term, design or other feature that distinguishes one seller's product from those of others. Brand is the personality that identifies a product, service or company by name, term, sign, symbol or design and how it relates to key constituencies such as customers, staff, partners and investors. Brand identity is the outward expression of a brand including its name, trademark, communications and visual appearance. A brand's visual identity is the overall look of its communications. It reflects how the owner wants the consumer to perceive the brand. It is often the most valuable asset on a company's balance sheet representing brand value or equity. Brand equity comprises loyalty, name awareness, perceived quality, associations and other brand assets.

 

The brand image is the consumer's mental image of the brand. Many consumers buy the brand, not the product. Brands have the psychological aspect like thoughts, feelings, perceptions, images, experiences, beliefs and attitudes linked to the brand also known as the brand image. The experiential aspect of the brand consists of the sum of all points of contact with the brand also known as the brand experience. Brand management is the art of creating and maintaining a brand. Brand orientation is the orientation of an entire organization towards its brand. A widely known brand has brand recognition. Brand recognition that achieves critical mass of positive sentiment in the marketplace achieves brand franchise.

 

Brand awareness is the customers' ability to recall and recognize the brand, logo and advertisements. Brand awareness is important since consumers won't consider brands they're not aware of. Top-of-mind awareness occurs when a brand pops into a consumer's mind when asked to name a brand in a product category. Aided awareness occurs when consumers see a list of brands and express familiarity with a particular brand. Strategic awareness occurs when a brand is not only top-of mind but also has distinctive qualities which consumers perceive as making it better than other brands. Brand parity is the perception that some brand are equivalent.

 

Brands typically comprise various elements such as the name used to identify a company, product, service or concept; the logo is the visual trademark that identifies the brand,  tagline or catchphrase. graphics, shapes, colors, sounds such as a unique tune or set of notes, scents, tastes and movements. Brand names come in many styles such as initialism, descriptive, aliteration and rhymes, evocative, neologisms, foreign words, founders' names, geography, personification, punny and combinations. A brandnomer is a brand name that has become a generic name for a product or service.

 

Brand communication is how a business transmits its brand message, characteristics and attributes to their consumers. Electronic word of mouth (eWOM) is the newest method using social networking sites (SNSs) such as Facebook or Twitter. Traditional advertising includes television, radio, print and outdoor. Digital advertising includes website, search and mobile. Content marketing including blogging, vlogging, videos, ebooks, ezines, newsletters, whitepapers, articles and news. Other communications include email marketing, social media marketing, networking and all of your marketing materials.

 

A brand line or extension is the introduction of various subtypes of a product under a common, established brand name. 

 

Brand trust is the intrinsic believability that any entity evokes.

 

Branding strategies include company branding, individual branding, attitude branding, no-brand branding, derived brands, brand extension and brand dilution, social media brands, multi-brands, private labels, individual and organizational brands, personal branding, employer branding, crowd source branding, nation branding and destination branding.

 

Branding is essential to a company's success. Branding helps develop and direct your marketing strategy and plans. Differentiating yourself from your competition is imperative. Branding establishes your unique selling position (USP). Branding elevates you above your competition. Branding increases your awareness. Branding increases loyalty and builds trust. Branding creates perceived value leading to higher sales and profits. Let me know if there anything I can do to help build your brand.





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