Trends in Branding

Online is expected

 Quality over quantity

Your brand doesn’t sleep

More effective communication by videos

 Decentralised Social Media

Benefits of Global branding

•    Economies of scale (production and distribution)

•    Lower marketing costs.

•    Laying the groundwork for future extensions worldwide

•    Maintaining consistent brand imagery

•    Quicker identification and integration of innovations (discovered worldwide)

•    Preempting international competitors from entering domestic markets or locking you out of other geographic markets

•    Increasing international media reach (especially with the explosion of the internet) is an enabler

•    Increases in international business and tourism are also enablers

Global Branding

Global brands are brands that are recognized throughout much of the world. Companies intending to create global brands need to do the following,

·         Identify the relative attractiveness of each market for your brand

·         Conduct attitude and usage studies in each country in which you are considering entering

·         Identify the sequence of brand launch by country/region of the world

·         Know the category and brand indices in each country in which your brand operates

·         Establish a branding scorecard that can be applied country by country

·         Agree to which decisions are made centrally and which ones are made locally

Major brand strategies

Brand Equity

Brand Valuation

A number of different approaches can be adopted when faced with the task of valuing a brand. In brief they are as follows:

Branding Challenges

Trend to generic products.

There are low price versions of consumer goods which are either unbranded or carry the brand name of the store. Generally these are mature high-volume products where there is low potential for differentiation.(Paper towels, Soya meat, Sliced breads,…etc)

Advantages of Branding

A strong brand offers many advantages for marketers including  

Brands provide multiple sensory stimuli to enhance customer recognition.
 
A brand can be visually recognizable from its packaging, logo, shape, etc.(When we heard Sunlight, yellow color, a rainbow, words of sunlight, are imagine in our mind.)

Levels of Branding

Brand Recognition :-

This is when your potential customers have heard of you and are familiar with your company name or perhaps know a little bit about you. This is the kind of recognition you can often buy with advertising.

What is a BRAND ?

Brand is a  "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.