People engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has certain
qualities or characteristics that make it special or unique. A brand is therefore one of the most
valuable elements in an advertising theme, as it demonstrates what the brand owner is able to
offer in the marketplace. The art of creating and maintaining a brand is called brand
management. Orientation of the whole organization towards its brand is called brand orientation.
The brand orientation is developed in responsiveness to market intelligence.
Careful brand management seeks to make the product or services relevant to the target audience.
Brands should be seen as more than the difference between the actual cost of a product and its
selling price - they represent the sum of all valuable qualities of a product to the consumer.
A brand which is widely known in the marketplace acquires brand recognition. When brand
recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the
marketplace, it is said to have achieved brand franchise. Brand recognition is most successful
when people can state a brand without being explicitly exposed to the company's name, but
rather through visual signifiers like logos, slogans, and colors. For example, Disney has been
successful at branding with their particular script font
as it often serves to denote a certain attractive quality or characteristic From the perspective of
brand owners, branded products or services also command higher prices. Where two products
resemble each other, but one of the products has no associated branding (such as a generic, store-
branded product), people may often select the more expensive branded product on the basis of
the quality of the brand or the reputation of the brand owner.
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in memory.
It consists of both brand recognition and brand recall. It helps the customers to understand to
which product or service category the particular brand belongs and what products and services
are sold under the brand name. It also ensures that customers know which of their needs are
satisfied by the brand through its products Brand awareness is of critical importance since
customers will not consider your brand if they are not aware of it.
There are various levels of brand awareness that require different levels and combinations of
brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-mind
awareness occurs when your brand is what pops into a consumers mind when asked to name
brands in a product category. For example, when someone is asked to name a type of facial
tissue, the common answer is ―Kleenex,‖ which is a top-of-mind brand. Aided Awareness occurs
when a consumer is shown or reads a list of brands, and expresses familiarity with your brand
only after they hear or see it as a type of memory aide. Strategic Awareness occurs when your
brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to
consumers as making it better than the other brands in your market. The distinctions that set your
product apart from the competition is also known as the Unique Selling Point or USP.
Name: The word or words used to identify a company, product, service, or concept.Logo: The
visual trademark that identifies the brand.Tagline or Catchphrase: "The Quicker Picker Upper" is
associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon
brand.Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.Shapes: The
distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked
elements of those brands.Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a
famous example.Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.Tastes:
Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried
chicken.Movements: Lamborghini has trademarked the upward motion of its car doors.
The brand name is