Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. ... Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market, and the company's overall vision.
“A brand that captures your mind gains behavior”
“A brand that captures your heart gains commitment”
What is brand management?
In marketing jargon, brand management is an “umbrella term that describes all the facets of design, placement, marketing, advertising, and distribution that foster identifying and developing a brand personality.”1 Brand management encompasses more than just the aesthetics of a brand. It involves the management of an organization’s brand identity, or “all elements that a company creates to portray the right image to its consumer.”2 This includes packaging, press releases and public relations, customer service, event management, retail experience, how executive leadership styles are expressed in the news, or any “touch points” with customers throughout a brand experience.
ROLE OF ADVERTISING IN BRAND POSITIONING
- Creates Awareness
Creating awareness of the product or services such as brand name and price is one of the major roles of advertising. The awareness of the product or services can be created by highlighting the unique features of the brand. Nowadays, due to intense competition, awareness is extremely required.
- Persuasion
Through persuasive messages, the marketers try to provide reasons regarding the superiority of their products as compared to competitors available in the market. Persuasion can be done through creative advertising messages, product demonstration at trade fairs, offering free gifts, premium offers and organizing contests.
- Reminder
If target customers already have a positive approach towards a firm’s product or service, then a reminder objective may be necessary because the satisfied customers can be targets for competitors’ appeals. They should keep on reminding them about their presence in the market. For example, ‘Raymond – the complete man’ campaign is designed to remind the customers.
- Brand Image
Advertising helps in building a good image of the brand in the minds of the target audience. There are several factors, such as the character of the personality that endorses the brand, the content of the advertising message, nature, and type of packaging and the type of programmers or events sponsored, that can help to develop the brand image in the minds of the target audience.
- Brand Loyalty
Advertising helps in developing brand loyalty, which results in repeat purchases and favorable recommendations to others by existing customers. Sales promotion, effective personal selling, timely and efficient direct marketing, and other techniques also help to develop brand loyalty.
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