Brand Marketing
What's in a name?
"That which we call a rose by any other name would smell as sweet."
Shakespeare's Romeo and Juliet, 1594
Meaning: What matters is what something is, what it represents - not what it is called.
You’ve just been introduced to the complex concept of Branding.
In developing strategic marketing plans, part of your situation analysis should be surrounding your "brand". What people think of your brand now. What you want your brand to be. Branding is an important business and marketing issue. Market strength often lies with companies that ferociously promote and fiercely protect their brands. Why? Because brand names command customer loyalty. The challenge with branding is to:
- create
- maintain
- protect
- enhance your brand/brands
Brand equity relates to the degree of brand-name recognition, perceived brand quality, strong mental and emotional associations, and other assets such as patents and trademarks. See if you can name the powerful brands in the market today, as shown here:
If you grew up using and enjoying these brands, just seeing their logo will trigger a strong emotional attachment for you and (hopefully) bring back warm and wonderful memories. That's good branding! Can you sing any advertising jingles from your childhood? Here are a few: You'll wonder where the yellow went when you brush your teeth with Pepsodent. Plop, plop, fizz, fizz, oh what a relief it is. Zoom. Zoom. Sleep Country Canada - why buy a mattress anywhere else?
We help clients cultivate a positive attitude towards their brand. Here are 5 levels of customer attitude toward brands. Where do you fit in?
- Customer changes brands regularly, especially for price reasons
- Customer is satisfied and sees no reason to change brands
- Customer is satisfied and would incur additional expense not to change brands
- Customer values the brand and sees it as a friend
- Customer is devoted to the brand
Where would you like to fit in? Contact us for your small business brand evaluation today and let’s grow some great brands together! Or you may decide to get started on your own first. Be sure to review our e-books for simple solutions to otherwise complex marketing and sales problems.
Jingles: Pepsodent Toothpaste, Alka Seltzer, Mazda, Sleep Country Logo 1: Tommy Hilfiger. Logo 2: Dove. Logo 3: Maxwell House Coffee...and they said
"What a night! The feedback from the “What Women Want” seminar has been
fabulous, people loved it! The presenters from an entertainment,
credibility, informative factor; the number of people and their
mentioning being in a room with other women that looked like themselves.
By all accounts everyone felt it was a top notch event."
Yvonne Turner-Moss
TD Waterhouse – Investment Advisor
“Hiring Wendy Marlow was the best thing I could do for my business. She
has been the anchor I needed to keep my business focused and on target.
She has been a definite asset in the development of my marketing
strategy. Her innovative approach as well as her business insights have
already given me great results.”
Angèle Desgagné,
ImagÉlite International
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