Paper Topic:

branding

Branding the Market

INTRODUCTION

Kodak , Colgate , Coke , FedEx - these are just some of the brands that easily come to mind when someone needs something . Often too , popular brands are the only ones which come to mind when anticipating of buying a product or a service . What makes such a register ? How does a brand make - or break - an identity for a product or service

Branding is what it is called and like branding rituals in animals and humans it is supposed to make a mark , this time a product or service

making a mark onto the market . Companies all over the world spend thousands of dollars to create a brand that will win and keep customers and getting the ideal name is not the epitome of it . While the first impression that good names create is an undoubtedly important factor the image and the message being conveyed by the chosen name and of the company behind the name are equally important . Thus , it may be said that creating a brand name and a brand image are two separate things that must be considered as a package

By creating a brand name , the main considerations are register and audience impact . Companies think of a name that is catchy and may easily be remembered . Sometimes , there is no necessity to get a name that is rationally relative to the kind of product being named , such that naming an ice cream shop Crackers is basically acceptable , although the trick worked with many existing brands , such as Kentucky Fried Chicken which actually is a fried chicken store . Others name their brands according to their own names , just like John Hancock and Oprah (magazine

A brand name says a lot about a product and may spell a big difference when it comes to customer perception and loyalty . Still however , brand image should also be taken into consideration . More than the name , the message of the brand and the impression it creates on the customers should be positive . Take for instance Sony , which despite the many times of reinventing itself was still able to keep up with its brand name and image

This accounts for an important issue in branding . Companies need to realize the difference yet equal importance of the name and the image that their products or services are trying to portray . This can be seen in many successful brands that have managed to stay throughout the years , brands that have become household names . Brown (2003 ) states that it is senseless for a seller to tell the customers why they should buy the product rather , the seller should tell the customers why they should buy the brand of the product he is offering . Selling lemonade is different from selling Brand F lemonade , which is sold in cups because it is more earth-friendly . Selling ice cream is different from selling Brand G ice cream , which is kept at a consistent temperature to avoid the slightest melting

So how do companies make out this advantage...

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