Dr. C. Chitra
Branding correlates with Image Building in an organization vis-à-vis its products produced/services rendered. In the vicinity of today's Marketing scenario along with advancement in technology, Brand Management is the order of the day. In the process of branding, the aspect of brand activation at ATL (above the level) and BTL (below the level) makes a vital contribution for the marketing journey.
To attain a safe platform in Brand activation, the Marketing Managers pay attention and focus in a diligent manner on the value based credentials of the users in the Marketing arena. A full-fledged dedicated team with multi focused thoughts only can do the needful for the successful brand management.
Good branding strikes a chord with viewers help them relate with the product and reflect their aspirations.
The research approaches to get at brand objective.
1. Word Associations:
While using the logo, hoardings and exhibits, suitable jargons have to be deployed in the word association. People can be asked what strikes in their mind when they hear the brand's name.
2. Personifying the Brand:
Visual control mechanism plays a vital role in identifying the brands in terms of personification. People can be identified the brands when seeing the visual pictures described.
3. Laddering up to find the brand essence:
Brand essence relates to the deeper, more abstract goals consumer and trying to satisfy with the brand. The attribute, a functional benefit and an emotional benefit brand essence constitute a technique known as laddering up.
Brands are increasingly getting more entwined with our lives. The debate today is not as much about 'why branding' as above defining a meaningful role for a brand in the consumer's life.
FLOW CHART ON BRANDING PROCESS
Views of the Expertise:
The theme addresses of the Confederation of Indian Industry (CII) Brands submit 2005. Pointed out, this increasing... [continues]
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