Define and Explain Branding Principles with Examples

Define and explain Branding principles with examples? Principle # 01 KEEP IT SIMPLE:- One most common mistake that marketing and advertising people do is that they say a lot through their ads. so keep it simple so it remains in mind of consumer for longer period of time. because one big idea is best. Example:- 1. Subway focus on health 2. Nestle on health. 3. Nike say just do it 4. Addidas say impossible is nothing. 5. Gulahmad of high class 6. Sana safina quality lawn for summers. 7. Daewoo express provide safe and timely journey. On average one person is hit by 500-1000 ads in one day. onsumer cannot saturate all of them. It should be personal and simple means talk about consumer, tell how customer can get maximum benefit through it. Principle # 02 WORD OF MOUTH PRODUCE IN MASSES:- This rule builds the brand. its difficult to build brand only through advertising. its important to build advertising and public relation side by side. many dots and cons fails to build brand. those who survived only through media, public relations and word of mouth. PUBLIC RELATION ACTIVIST:- 1. Paid documentaries by baharia town. 2. GEO news. 3. News on facebook on launching new brands. . Promotion in magazines before brand comes i. e. tooti fruit in nation magazine 5. Can feed news to the media, write about the elements. 6. Photography Result of activist is not predictable i. e Amazon. com had good HR. RED BULL doing PR activities around the globe not spending much on ads but on PR. Principle # 03 DEFINE USP OF YOUR BRAND:- Focused on that point which is its strength,on which brand is powerful. because that point consumerwi ll not forget. Broadly define traits of your brand either it is Big/small,expensive/inexpensive,local/international.Narrow down list to define your brand. Examples:- NIRALA initially was a local business but now national brand in sharjah and dubai. CHAMMAN initially was in Lahore now in different cities i. e Islamabad,multan,Karachi. MASOOMS in Lahore Karachi and multan. SHAAN MASALA was local brand but now it is international one. STARBUKS harward idea in mid 1980 to create chain of coffee houses. TOY R US initially just they store on small scale; now leading kids store for toys; video games; dolls; action figures. Belong to different nice but being focused and different is best. cattered messages on too many traits ;rather be focused on single/few traits is in effective way. One cannot be every thing to every one. One have to get in to mind of consumers; scattered message is not effective. Principle # 04 DIFFERENCIATION IS THE KEY:- If you can’t be different then make it different. what make your company and your product different from the compotators. EXAMPLES:- 1. Balli ki chay:-sitting environment is different; for hanging out for boys. 2. Gans ink:- making ink; they differentiated by putting chocolates in packaging of ink to attract consumer. . Pepsi give shaan tikka masala to attract customers. 4. Frozen yogurt differentia ted as it is replacement of ice-cream and low sugar having less calories. Principle # 05 1ST BRAND ADVANTAGE:- Its not about the quality of the product or the size of the marketing budget. most often its not about being the first one. being first in mind not in market. Examples:- 1. Coke is first carbonated. 2. Polaroid was the first instant developing camera. 3. Fedex was first company of ship packages overnight across the US. 4. Lado marka first cloth wasing soap. . Haleeb sab sa garha doodh first tetra pak. These companies and their products succees in being the first to gain space in our mind. when first gain advantage then other stand its behind and by doing better marketing they can beat compition in consumer view. But what if u not # 01? Strong 2nd is not a bad in business. world buyers like choices. if you have a choice to become 2nd in market;compete hard against leader and permote your overall category. Examples:- 1. Macdonalds is #1 in fastfood chain buts ubway is #1 in h ealthy food. 2.Coke #1 but pepsi #2 3. Merinda #1 in orange flavor and 7up in lemon flavor. 4. Mobilink #1 in business class but ufone in youth. Principle # 06 PERCEPTION AND QUALITY Its not about the quality of the product but also the perception of quality that really counts. if it is branded it is automatically valueable. Example:- 1. PIZZAHUT is an international chain perception built its pizza will be best but those who taste local lassani pizza is also high quality with low cost. 2. LAYS is high quality as compares to SUPER CRISP though it is also good in taste.If cost is high it is understood of best quality Often the price tag is major contributor to the perception of quality. we are quick to connect the cost of something to the value we place on it. our judgement of the quality may change based on other factors. but actual cost is indeed and important factor in influencing the perception of quality. its almost impossible to separate the value of the product from the actual cost in our mind. we immediately assumed that the lowest priced items is of least quality;and the most expensive of the best quality.Principle # 07 BE CONSISTENT AND PATIENT:- Building a brand is not easy. It takes time and patience to build a brand and maintain the quality of your product or service. The key is to show consistency and patience. brands cannot be build overnight. EXAMPLES:- * Quaker oates (since 125 year) * Coke since 1987 In order to stay on target and to present consistent image in the market place. you must institutionalize your brand within the organization. Otherwise when you have change in personnel invariability your brand will change. ith branding most of the time change is not good. Principle # 08 WRITE YOUR OWN BRAND DEFINITION:- Despite change in market directions; personnel or ad agencies your brand must be constant. one must writeth e quality and specifications of the brand. brand diffrenciation not define what they do rather who they are and want to pre sent themselves as. it can serve as yardstick from which to judge. EXAMPLE;- Expensive, high quality products, easy going, friendly ,customized care. Whatever you provided; write it down on paper.