Why branding? I’m not a cow!
A brand is an identifiable entity that makes some specific promise of value.
Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, logo or symbol.
Successful branding efforts build strategic awareness where people not only recognize your brand, but they also understand the distinctive qualities that make it better than the competition. Branding is becomingmoreand moreimportant today than ever due to ever-increasing advertising clutter, media fragmentation, the commoditization of products, and the seemingly limitless choices we are offered in just about every product category.
As marketers, we need to work hard to ensure that we are offering our customers strong brands that are clearly differentiated and that offer clear, real value and unique benefits. The need for branding has never been greater.
