“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.”
David A. Aaker (marketing specialist for brand strategy) on how brand works
“Brands rise and falls with the strength of its advertisement.”
Phillip Morris (legendary tobacconist, enough said!)
What does brand means?
It simply means a contract of trust between organization and its chains between:
-consumer and product
-seller and consumer
-supplier and investor
-producer and wholesaler
-consumer and consumer (society and country)
Elements that should be taken into consideration for brand development are publicity and public relations, besides the packaging factor itself.
What is brand?
It is a value-added for trade, either goods or services or it can be both. It can be a name, sign, pronunciation, identity overview, image and pattern of presentation.
What criteria that a brand should have to attract consumers?
A good and strong brand should have attitude and contribute to consumers, with universal nature.
How brand works?
Formula : Product Behavior + Brand = Recognition
-Product Behavior will represents “character”
-Brand will represents “trademark”
-Recognition will represents itself. *LOL!*
What brand should have for consumers?
-Attitude towards consumers: delicious, good, better, perfect, concerned, sincere, clean, holistic, smart and so forth.
-Contribution towards society: image, status, confidence, charisma, and loyalty
Where brand should be marketed?
We need to look at the bigger scopes like packaging, tagline, shopfront, brochure, pamphlet, uniform and interior space of the shop.
But the further concerns should be aware are public relations, advertisement and marketing strategy.
Where we can see factors above will be the sign of development of failure for brand development.
How to start a brand?
A good brand should be seen and pronounce in these criteria:
-easy to remember, simple but meaningful
-avoid using a very long name for a brand
-effective use of color, nice and catchy
-enough if it can be mentioned with 2 or 3 syllables
How to sustain brand development?
Sustainability of brand development should be with development of supportive elements and promotions. This is where company should produces variety of backup designs for flyers, brochures, pamphlets, posters, lamp-post banners, merchandising ad backdrops. At the same time company also should maintain public relations and publicity at the highest quality.
By: Aizat Sabtu (214360457)
Aaker, D. (2012), David Aaker’s Top 10 Brand Precepts, Prophet, 25 April 2012, https://www.prophet.com/thinking/view/647-david-aakers-top-10-brand-precepts
Trefis Team (2012), Philip Morris’ Twin Strategies Kept It Smoking’ Hot, Forbes, 6 January 2012, http://www.forbes.com/sites/greatspeculations/
Yerian, N. (2011), A Simple Brand Development Strategy, Adhere, 31 May 2011, http://www.adherecreative.com/blog/bid/65021/A-Simple-Brand-Development-Strategy