Principles of Branding
There are five identified principles which are useful when creating a brand as:
1. Defining The Brand’s Identity Here
When launching a new product questions of relevance are- are who is being targeted, what is the product for Positioning- its distinctive advantage and competitive area, and finally what promises and benefits can be consumer except? Another important Question when creating a brand is- is who is the brand? Hence, one must first know who is speaking, why the brand exists, what are its values, goals, etc. When analysing powerful brands it is shown that they have physique ok- know how, and it an essential product to which they are not entirely restricted. For the more they have a culture( system of values) and a certain type of relationship, consumer’s reflection, and self image.
2. Imaginary Sources
Major brands do not slowly derive their identity from functional sources. The choice of a brand imaginary source is just as important as using what products of the range to advertise. Kapferer further mentions the example that Apple eludes California and high-tech and CounterCulture.
3. Choosing Products with Meaning
The more ambitious The brand is the greater is the degree of care required when choosing the product or service to launch a brand campaign. The focus should be on the product which best represents the brand’s intention, does the one which best supports the brand’s potential to bring about change. All products included by the brand are able to do this. a campaign must be backed by a product which reflects the brand’s on image.
4. Brand Campaign for Product Campaign
When a brand is created, two alternative strategies may be chosen. Firstly, by communicating the brand meaning, its imaginary significance, and its intention directly to the consumer. Or secondary, indirectly build it for promoting a representative product. This decision depends on the firm’s ability to pick out a product that illustrate the full meaning of the brand.
5. Brand Language and Territories of Communication
Brand identities are rich in meaning and therefore it cannot be reduced to a single word or concept. The vocabulary e of today does not take a uniquely verbal form. In fact the visual path is just as important. Taking a glance at the television or the ads in a magazine, the picture stands out more than the words. Band language facilitates the expansion of brand, due to the lack of personal language, Communications are more complicated. By not knowing language to speak, ok bye the same words aur picture keep reappearing, leading to the whole brand message becoming restrained. Due to a separate desire to create a common image the different campaigns will end up as near clones.