The Branding Process Chapel Hill NC

From a shallow point of view, brand is what's given by a company to its merchandise so the manufacturer can be identified by consumers. Yet, after an increasing evolution on the production systems that allows almost any manufacturer to make high quality and satisfactory products, brands became a way of distinguishing simple commodities and their manufacturers by status, emotional characteristics and subjective qualities. A well-built brand gives the company or product personality, and evokes emotional and subliminal characteristics that are not necessarily found in the company or product themselves.

A brand is built, initially, considering the following main characteristics:

1. The target public -- its preferences, interests and ways by which it might be attracted.
2. The geographic place -- its particularities, culture, population, weather, history, etc.
3. The selling place -- its consumers' habits, other merchandising available for sale and the nearby selling places.
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4. The market -- similar products and eventual gaps or saturations on the distribution, communication and manufacturing.
5. Communication -- advertisement and other marketing actions, as well as brand building of similar products.

After a market analysis, the building is started, accomplishing the following steps (not necessarily in the given order):

1. Creation of a name by the company owner, its marketing department or an advertisement agency....

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Author: Yardena Sheery