Hello all!

As we know, branding is the core of any marketing-oriented company, and indeed it is essential for any marketer to know all about branding. Today we are going to look at branding in detail.

For part one: Branding

What is brand messaging?

Brand messaging is the underlying value proposition perceived by the customers. As it is an interpretation by the customers, it is not always true. However, it effects their purchase behavior and action.

Stages of brand messaging

  • Attention and exposure: This is the first stage, where customers generally get exposed to the brand. This can only be done, if the brand elements come together to grab the attention of the customers
  • Perceptual interpretation: At this point customers are in the position to interpret the brand messaging to their liking. Hence, all the companies try hard to develop a positive attention seeking message

 

Brand elements

Element

Pros

Cons

Name

The anchor; quick to process and easy to recall

Difficult to change

Logo

Grabs attention

Can get outdated

Character

Has rich meaning; great brand association

Can get outdated

Slogan

Memorable, catchy, conveys the message

Difficult to translate; does not suit all with different taste in music

Packaging

Ease of recognition; conveys information as well as meaning

Issues with production, as well as channel concerns

Table 1: The pros and cons of brand elements


Brand name

A name given by the maker to a product, or a range of products. It affects the likelihood of purchase, as well as boosts employee morale, as it radiates a source of belonging and loyalty.

Types of brand names

  • Descriptive: Describes the product. Lean Cuisine
  • Metaphor: Represents a particular attribute or signifies something. Infiniti
  • Name / Surname: Product named after someone, typically the founder. Ford
  • Arbitrary: Real words with no obvious brand association. Apple
  • Altered: Fictional words, based on real ones. Spotify
  • Blended: Two meaningful words merged together. Facebook
  • Invented: Words which do not make any sense. Exxon

 

All about colors

Colors help in differentiating a product from its competitors, or is used within a brand to separate product lines. The ultimate goal of any brand is to own a color. Take for instance Tiffiny’s light blue box- it is so popular that people look forward to it, while purchasing something from Tiffany’s.

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Figure 1: Tiffany’s famous blue box

Two axes of color

Arousal axis: High Red, Orange; Low Blue, Green

Affect axis: High Blue, Green; Low Red, Orange

Color associations

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Table 2: Colors and associations

Color-brands guide

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Figure 2: Color and brands

 

Role of symbols

Symbols add the necessary detail to a brand and helps it grab attention. It helps in forming associations, as well as evoke positive feelings

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Figure 3: The famous BMW symbol

 

Taglines / Slogans

Taglines and / or slogans helps in better positioning of a product as it removes ambiguity. It reinforces what the brand is all about. They must be short, differentiated, and unique to be easy to remember. This enables the brand to evoke emotional response.

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Figure 4: The famous BMW slogan “The ultimate driving machine

 

Packaging

Packaging has gained a lot of importance over time. With better supply chain facilities, packaging can play a very important role. At the grass root level, it provides storage facility, and helps protect it and allows for transportation. It also gives a brand its identity and influences at the point of purchase, as well as at the point of consumption. Packaging also presents both descriptive and persuasive information about a product.

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Figure 5: The famous, simple and classy iPhone packaging
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One thought on “Branding: Part 2

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