The word branding has been used very frequently and out of context most of the time. The word branding was coined in the late 16th century (yes definitely way before marketing industry used it). It was then not used in context with products or services or in terms of customer’s perception about a particular product. Initially it was used to criminalize people for disgrace, felony etc. but late in the late 17th century moved on to be the physical impression of ownership of the cattle. A piece of iron was burned to get an impression on the livestock.
However in the very present scenario the word impression is used figuratively, in terms of a product in customers mind sets in context with branding. It was 1st instigated by Bass Beer Company in the 19th century, for Red Triangle its product in actual marketing sense.
Brand is a mark intended to identify the product of one seller and differentiate from the other. Every Brand normally has a trade mark, which protects the Brand from being used by others. Brand is an identity, made of symbols and ideas, which portray a specific offering from the known source.
Brand Identity
Brand identity develops from the source or the company’s makers/creators. It is what the company wants to portray itself to be. Brand message is tied together in terms of brand identity, where the consumer’s thinking, their feeling and expectation are part of it. The general meaning of brand identity is “who you really are?” and not how the market perceives you (the company) to be. Brand identity solely speaks about the company from company’s points of view. Where the company is now and where it wants to be.
The following are the sources which the company uses to establish its brand identity:
- Logo and Symbols: Logos and Symbols help a company’s brand to grow. For example a logo of 3 diagonal marks instantly tells us about the product (Adidas).
- Jingles: Jingle and melodies in advertisement and branding goes a long way. The very basic example would be of NIRMA Detergent: doodh si safedi Nirma se aaye.. i am sure you all remember this.. and, I am also sure that half of you people might have sung the song in your heads. Well, that’s the magic of advertising. The very famous Frooti jingle is also a perfect example.
- Trademarks and Colours: for certain brands colours are the only means of identification. Like Nokia’s 2 connecting hand and the colour blue Pepsi also uses the colour blue.
- Taglines: 2 liners or a short sentence that actually speak everything about the product. Let’s try this: finger licking________? Yes! The very famous KFC’s tagline (which is recently been changed to ‘so good’.)
These are the sources that helps us to identify the brand in the manner the company wants us to see it, together it constitute the brand identity.
Brand Image
On the contrary, Brand Image is just a paradox of Brand Identity. Brand Image is what is being perceived by the customer. The company may have labelled itself to be the world’s largest or India’s best, but it is the Brand image that judges the Brand identity. The customer develops this perception on the beliefs he have and the emotional values the company stands for. Axis bank’s new ad shows concern for its customers; no waiting queues, friendly staff and talks etc. Whereas standard chatter bank say they only do banking. Now the target customers will associate these banks accordingly to their pre set values and beliefs. – Now this is just one part of it – It also includes products functionality, ease of use etc. Brand image basically makes the company look behind to see what footprints it has left on consumers mind sets. After all branding is basically just fighting for Consumer’s Mind Share.
Brand Personality
Brand Identity and Brand Image is what is given to a product by the company and the consumers respectively. Brand Personality is the traits the product has the way it put across and behaves. Brand personality is not personification of the product but to have human characteristic. For examples woodland as brand is adventurous and strong and tuff!!
Gems that Helps a Brand to Grow:
- Brand Architecture: Brand Architecture refers to series of already existing brands in a product line of a company. The said brands help the co brands and sub brands to grow. However, the organization has a leash on all the brands in terms of its core values.
- Brand Recall: Best anecdote to start with is, I often find people asking for Colgate, and once offered, refusing to take it and asking for Pepsodent -when they actually should be asking for toothpaste.
- Brand Awareness: Brand Awareness is the knowledge of a particular brand – either new or existing. At times it is hard to keep a track of all the brands a company. The best example could be Amul.
- Brand Recognition: Brand recognition is different from Brand Awareness; here the customer already has prior knowledge of the particular brand when asked about it.
So, Branding is a process that is has uniformity in its performance of its products and company’s deliverance. Persistence to strive more, come up in the market and stand out in terms of competition. Also, restraint itself to the target market to serve the customers better and should not jump from market to market.