In my third post of this series, The Brand Elements, we looked at what the brand consists of, but how it is built? We will outline the that process in this post.
“The brand proposition is the statement of the functional and emotional benefits that a company believes its product or service offers to the consumer. Coca-Cola’s brand proposition is a mixture of functional benefits (taste, refreshment) and emotional benefits (good wholesome fun).
Brand positioning is a description of those at whom the brand is aimed (the target audience) and where it stands relative to the competition.
Brand identity (or brand image) is the aggregation of the words, images, and ideas that the consumer associates with a brand. There is an increasing tendency to personify brands, and companies talk about brand personality and brand attitude. This is particularly important in youth markets, in which consumers regard brands as statements of their beliefs and preferences.
Successful brand creation starts with product design. But it’s not just how the product performs, it’s also about how it looks… Packaging is also a key source of differentiation, both as a powerful tool for creating brand identity and as a means whereby brands can stand out from the crowd on increasingly cluttered supermarket shelves… Advertising is perhaps the brand manager’s most potent tool. Print and broadcast media not only represent a cost-effective mechanism for reaching mass audiences, they also have the power to influence consumer behavior. The press is a particularly effective medium for communicating complex messages, while TV advertising, with its beguiling interplay of sounds and pictures, is ideal for building brand image.”
Paul Stobart (2002)
Creating Powerful Brands,
Business: The Ultimate Resource.
Cambridge, MA: Perseus Publishing.
“Brand attributes are not always obvious. A good starting point is customer research. What do your customers feel is important when they buy? Compare their requirements against the performance of your own products and your company. Alternatively, look at your competitors and consider your comparative strengths.”
Various (2002)
Branding a Business Product,
Business: The Ultimate Resource.
Cambridge, MA: Perseus Publishing.
“Packaging has many practical objectives, not the least of which is that consumers don’t want to waste time finding a product. Consumers are more comfortable with packaging that is easy to identify. Buy beyond the practical considerations it is incredibly important to keep in sight the added value of engaging the consumers’ senses to bring them into a different relationship with the product. Packaging has to compete based on impact in order to be seen, but it must also create an emotional contact with consumers in order to be loved. This alone can create product preference.”
Marc Gobé (2001)
Emotional Branding.
New York, NY: Allworth Press.
1 response so far ↓
1 ReginaldReglus // May 1, 2009 at 9:07 am
The Brand Creation (Part IV) | Leading Entrepreneurship http://bit.ly/MMKt0
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