Branding what is it?
What is Branding? Companies on branding do what? Learn about Branding as a key tool in the success of a brand or business. Branding or brand management (in Portuguese, brand management) refers to the management of the brand (English brand) of a company or institution, such as your name (naming), the images or ideas associated with that company, including slogans, symbols, icons, logos and any other elements of corporate identity that they represent or their products and services.
Branding also can be considered the work itself or the set of techniques for building a brand in the market. The construction of a brand appealing to a product, a range of products or services is the result of effective relationships with the target market. When this positive identification becomes strong enough, the brand is worth more than the product.
The
branding are not only marketing actions with the aim of improving exposure of a brand in the market, but are also internal actions in the company, to “go to market” to the desired image. In addition, the branding also has the objective of increasing the brand equity, that is, increase the monetary value of the brand, this being considered as an asset of the company - and in this way increase the value of the company itself. This activity is developed by specialists in advertising, graphic design or the agencies specialized in communications consulting, marketing, architecture, etc., that aim to optimize and develop the reputation of brands, products or services, and to align them with the objectives of the company and with the public-target to achieve.
We can also define the branding as a whole, and any action undertaken in the construction and strengthening of a brand. This construction of the brand usually goes for the design of the logo, followed by the visual identity as a whole. You can also include the definition of the name, and the creation of a slogan. You can, however, also encompass intangibles such as the perception and image that the target consumer has of the brand, its reputation and the value that this has in the market (brand equity). In short, the branding's ultimate goal is to manage the image of a particular brand or company, in the market.
There are some important factors in the success of an action of
branding. Spread the message correctly desired by the brand is essential, so as to convey credibility, in order to motivate the consumer to purchase your products or services, culminating in the loyalty and preference of him to the brand. Have an emotional connection with the consumer is also another aspect that is quite important.
Currently, branding is a fundamental tool in the success of any brand. It's not just big organisations that need a good branding; a small or medium business also needs it, if you want to grow and remain relevant in a business environment so competitive, how is that we live in today. Only way to tell apart from the competition and will be more successful than she is.
When an action of branding becomes ineffective or obsolete, it becomes necessary for a rejuvenation of the brand, going on thus the rebranding. This is no more than the reconstruction and redefinition of everything that was previously defined. While in some cases only one of the attributes of the brand is reworked (as for example: the logo), in others the whole visual identity of the brand is changed, changing, sometimes, also the own strategy and positioning.
The best indicator of the success of an action of branding is the brand equity (capital brand), which is not more than the added value, assigned by consumers to a product or service. This has an influence on how the consumer perceives the brand and the prices are intimately linked to it. The brand equity represents the value a brand has in the market.
There are numerous cases of success in the area of
branding. Some of the major world famous brands they represent, so almost perfect, the importance and relevance of designing a good branding in the success of a brand. Apple, Nike, Nokia, Absolut Vodka, or Google are good examples of actions of branding very successful.
See our
portfolio of branding, where you can find numerous examples.
Brand management The management of a brand refers to the creation, maintenance, and expansion of the confidence of the client, which requires the fulfillment of promises. The best brands of the world, who have the most success, are fully consistent. Each manifestation cohesive they are and what they do reinforces the whole assembly.
For those who know nothing of these matters, the construction of a brand looks like something simple. Requires frequent repetition (sometimes obsessive) of a simple statement, and sometimes bold, expressed through a slogan slogan, some colours and a logo with a distinctive character, which is placed around the side. In fact, if we repair more carefully, we realize that the process of building a brand is not simple. There are many types of brands, from consumer products such as Coca-Cola, the Brands and B2B Brands, B2C, brand names, institutional, etc. The Management of Brands, when analyzed in a more detailed way, is very complex.
It is very difficult to build a successful brand, in fact many new brands fail (or die even at birth). Thus, the Management of the Brand is, primarily, the creation and maintenance of trust with (potential) customers. The best Brands that we all know are managed in a way absolutely consistent, and have a consistency that is constructed and provided by collaborators inside the company, fully knowledgeable of what the Brand symbolizes.
Branding – is the corporate image is emotionally perceived by the market as a whole.
Corporate identity – Are the aspects of the visuals that are part of the brand in general.
Logo – Identifies a business in a simple way, through the use of a set of letters and/or symbol.
