Tuesday, May 31, 2011

Natalie Kiryk ~ Branding

A brand should be strong, positive, unique, credible, sustainable and valued in a customers mind. To have a successful brand you want it to stand out from the competition. If a loyal bond can be built between brand and consumer, in turn they will buy the brand repeatedly.
Brand Loyalty Defined
”You learn that creating customer loyalty is neither strategic nor tactic; rather, it is the ultimate objective and meaning of brand equity. Brand loyalty is brand equity.”

Companies, such as McDonald's, use brand moleculing which is a process that provides the manager with an opportunity to view the entire brand and affect change in a strategic manner.

By doing this analysis, you can achieve greater clarity and insight into your positioning or re-branding process. Some brands change their slogans/tags but are then forgotten as people often remember what came first and will always associate that with the brand.

Dedication to a given brand gives people a sense of meaning and of being part of something grand. The brands we support says things about the person we are and wish to be. For instance someone owning a Rolls Royce can be looked upon by others as being wealthy and intelligent.


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