2007/2008

Marketing Management

Brand is everything

Made by:

A successful brand is an identifiable product, service, person our place, augmented in such a way that the buyer or user perceives relevant, unique, sustainable added values, which match their needs most closely. (De Chernatory and Mc Donald,1988)

A brand is highly powerful tool, because I t provides a balance of functional benefits and performance values. The term branch is used to describe the personality of a particular company’s products. The brand concerns use of design, color, typography, the quality that brand portrays and the actual identity of a product or service as the customer sees it. The brand is not just a name, the brand is a multifunctional concept.

There are many well _ known brands throughout the various segments that have built up reputations as providers of good quality produce or services. For example, Nokia, Coca _ Cola, Nike, Reebook, BMW are well known brands or reputable quality.

Branding is of primary importance to the organization, as it provides the organization and its product portfolio with an identity, something that people can associate with. It essentially the key to successfully diffentiating the organization and its products from the competion. However, to develop a successful brand will require a considerable investment in both time and money, an investment, which if properly planned and managed, should reap significant rewards.

The brand plays a number of roles from an input perspective, output perspective and tie perspective. Brands are complex, but ultimately they rest in the minds of customers as a basis on which to identify with a product, quality and image that is portrayed.

These points realistically need little explanation. However, it is essential that you are aware that the input perspective relates to everything that is put into the brand to actually make it a brand and, from the perspective of