Question

Q-2. Will you brand with a company name, individual name, private-label brand, or multiple brands? Explain in detail why? List and discuss any five considerations that you must consider while taking branding decision.

Answer 1

You can brand anything you want, like services, products, organisation, even people. The first consideration to be taken into account is complete understanding of the product you wish to brand.

The second consideration is Product positioning. We have to find out the is found in the mind of the consumer during the positioning. The positioning in the marketplace should therefore be unique, meaningful and available. The product's uniqueness which allows the product to stand out from the market is essential to understand your own product before making the decision to mark the product.

Next, promise is an important element in the exercise of branding. In fact, the product's promise is the core of the message to be delivered to consumers. This promise demonstrates what the product can deliver, or how the product helps the consumer. The key promises really create consumer interest and product credibility. The majority of the brand consultant would start the branding exercise by giving a fantastic name, creating a nice logo and launching the product with nice and beautiful packaging onto the market place.

Persistence plays a big part in branding. It is the key consideration when branding. That is the point in the cycle of branding where too many brands are losing steam. Brand owners often get tired of their own looks and messages after brands are launched, and start improvising with new looks, new messages, and even new brand personalities and promises.

Just when consistency is most needed to gain clarity and confidence in the marketplace, brands lacking persistence are going off track.