“ Branding is the process by which companies distinguish their product offerings from the competition. Brands are created by creating a distinctive name, packaging and design.”
Brand signifies reputation and symbolic meaning attached to a brand. Branding is an integral part of the overall marketing strategy. For the consumers a brand name is a means of identification of products as well as means of differentiation of the branded products from its rivals.
Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product. A brand can provide a guarantee of reliability and quality, in fact.
A name or symbol used to identify the source of goods or services, and to differentiate them from those of others.
Clyde C. Tuggle
Coca-Cola, Senior Vice President
Worldwide Public Affairs & Communications
Branding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too.
Branding protects a seller's products against those marketed by competitors and imitators and helps consumers identify the quality, consistency, and imagery of a preferred source. Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product.
The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.
Image of Size
A strong brand will project an image of a large and established business to your potential customers. Like The Coca Cola Company uses the brand name Coca Cola and BBC is the brand name for the British Broadcasting Corporation.
Image of Quality
A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.
Image of Experience and Reliability
A strong brand creates an image of an established business that has been around for long enough to become well known.
Branding is a promise made to the customer that will deliver values beyond expectation. Branding can be rational or irrational. Customers buy brand not only for the intrinsic values associated with it but also because the brand has surprised them in the past with newer and more novel experiences. Effective branding promotes loyalty to your business and your products and service.
When creating a brand, you must be careful not to lose the image of personal service. Every branding must show the correct image that you want your customers to see.