Building New Brands on the Internet

Consumers be the main source of revenues and profits of mevery businesses. Companies everlastingly label to en sealed that their consumers welfargon ar noted and considered in their conclusiveness making. Companies strategize their selling campaign based on what their target grocery store needs. They try to create a title and reputation for themselves that would be loved by all in all in all their consumers and hang in them approach shot back. Companies do this by doing common forms of commercializeing dodge which well-planned. Some of these marketing strategies ar those that community see everyday, all around, in antithetic forms.These can be advertisements in billboards, radio, television, unsandedspapers, flyers, etc. save as technology continues to present wise means of communication, these forms fork over this instant evolved and now include media such as mobile phones and the internet. Branding specify What most companies need is for their names or sucke rs to be popular and well- cognise. close entrepreneurs and company executives consider instigant top priority in their flutter list. Some commonwealth think that specking is salutary merely a name or a logo that represents the company or the merchandise.In its truest essence, dent is, in fact, more(prenominal) than that. Dunn defines stigmatization as a demanding, complex att break off that requires disciplined attention over an subjoined period of cadence. For company heads who are serious in making a lasting impression and a great go out for their company or production, printing is a major(ip) part of their everyday responsibilities. Dunn explains more Branding is ingesting a single idea, concept or feeling in the mind or heart of the client. sometimes its just a word. A phrase. A thought. An emotion. Whatever it is, you want to own it in the mind of the customer.A flaw helps polariate you from the competition. It makes your product, service or experience different from all others. It lets you stand out from the crowd. Without differentiation, you might end up competing only on price. And with price, in that respect seems to be no ass to the bottom. Markets nowadays are extremely competitive and getting ahead of competitors and winsome the hearts of customers are really important for any company. Customers now are excessively a push-down storage wiser and smarter than before. They know what they want and they make sure that what they patronize is up to their set standards.Branding, indeed, is a lifelong sudor as continuous improvement is necessary in order to keep up with the current demands of customers. What people want directly whitethorn not be the identical tomorrow. Advantages and Disadvantages of Branding Every companys goals are to be ahead in the industry it belongs, be known to its target market and be profitable. An important factor in achieving these goals is to create a brand that lead make a lasting impressio n to the companys target market and make customers love it. Effective brand requires a lot of time, effort and creative minds.Geoffrey Randall enumerated the following that brands can benefit the customers personal identity the brand must identify itself clearly and unambiguously, so name, legal security and design elements are important. Shorthand summary the identity should act as a summary of all the information the consumer holds somewhat the brand. Security get a familiar brand should be reassuring. The brand should guarantee to raise the benefits expected. Differentiation the brand must clearly differentiate itself from its competitors, and show buyers how it is unmatched. Added cling to the brand must offer more than the generic product.These are just the five major things, ruggedly there are even more that brands can do to customers. Customers patronize brands for several reasons such as trust, instinct, comprehend quality, knowledge and image. Customers lik e to try current brands except once they already found one that is a perfect fit for their taste, it is highly apparent that they will stick to that brand for a certain period of time. It may not be forever, though, that they will just go with one brand, unless the brand keeps on reinventing itself and always stays up to date with the current market demands.Thus, it is important for marketing people or brand managers to always be updated with the latest trend and be knowledgeable on what customers want. Nowadays, any industry, any market is so dynamic that changes conk every now and then. organism always in the loop on all market updates is lordly for all company owners and executives. Branding, indeed, has a lot of good benefits to the customers. However, with all the top comes the downside of branding such as cost, time and difficulty in reinventing the brand.For a company to establish a brand, a lot of money is required. From enquiry and development, application, testing, u p to finally marketing the brand, a huge investment is unimpeachably needed to ensure everything works out smoothly. There are excessively times when brands melt down to already baffle a fixed image which makes it difficult for companies to deviate a little (i. e. adding another product of different kind) and still maintain customers trust in the brand. Reinvention is one factor to keep the popularity of the brand and make consumers love it as time goes by.However, when people already got so used to what the brand has to offer, it may be difficult to extend the brand which might create a unused image for it. beat is yet another huge investment required in coming up with a brand and marketing it. Coming up with a good brand and make people love it does not happen nightlong. These things, though, can all be worth it anyway when there is a solid plan on the table and an effective team working on it. Types of Branding There are different types of branding strategies that are ado pted by different companies depending on how they want to be known by the market.Among these branding types are the following Unique Branding A unique branding dodging allows a company to dominate a product area by building a successful brand that stands for just one thing. Such a brand can ofttimes become synonymous with the product. A good example of this branding strategy is Procter & Gamble. This giant company manufactures a wide avow of products. Each of those products has its own brand name such as Ariel, Pantene, Pringles, Pampers, Head and Shoulders, and a lot more. These brand names have been popular and have already been associated to its single type of product.But behind all of those household names, there is just a single company enjoying all the success. With this branding strategy, companies can come up with same product types and market them with different brand names. However, it takes a world-shaking investment in time, money and effort to establish a new bran d. Corporate Branding This branding strategy is somehow the oppo state of affairs of unique branding. The company has different product offerings but all using the same brand. An example of a company using corporate branding strategy is Apple.When customers are already familiar with the brand, it is easy for them to patronize new product releases of the company. Once the company already has the customers trust, it can come up with new products and not have difficulty marketing it. Releasing a new product using corporate branding takes significantly lesser time and money than unique branding. However, companies using this branding strategy should in addition be careful to maintain the quality of their product as a disappointment of one may affect the entire brand. Also, range of products may be limited so as to avoid customers doubting the companys dedication to its victor product line. Range Branding This is a faction of the two abovementioned branding strategies. A single c ompany creates two or more brands depending on the market needs and customers existing perception to its original brand. A good example of a company that utilized range branding is Toyota. The company Toyota came up with Lexus, another brand of cars but meant to be marketed to the upper societal class. Toyota decided to do this because people already have the perception of Toyota being an affordable brand and most of its clients belong to the warmness class.Using the same brand to wee-wee the upper class may be difficult for them as their original brand was already stereotyped. Branding Methods teaching of brands can be done in different ways. Branding starts in identifying a striking brand name which may represent the characteristics of the product or it may be a name that is easy to remember. It takes a substantial amount of time before companies can come up with a brand name that will be released in the market. On the more creative side, companies also do come up with word of honor associated with their brand name.Logos help companies attract more customers who will also tend to remember the brand better because of the visual prototype. Brand names and intelligence are important aspects of branding because those are the things that really represent the product. However, there is more to branding than just those representations. Branding should also happen inside the company. The work environment and culture of the company should also coincide with what it is nerve-wracking to promote. Executives and all employees of the company also represent the brand. They should embody the companys and the brands beliefs, mission and vision.In short, employees should be able to live the brand. For example, in a fast food chain promoting quick, appetizing food on the go, the staff should act as quick as possible but still treat customers very well packaging should be stout enough and really meant for people who like eating while pitiable machines and equipments should be efficient to meet daily demands. The overall process in making the product and delivering the service should indeed live the brand. Advertising is also one other aspect which should not be taken for apt(p) in branding.Coming up with the brand name and logo is one thing, but introducing it to the market is another. Creating an identity and making a name in todays very dynamic market is not a toss in the park. A lot of time and great deal of effort is required for the company to reach out to customers and be known. Establishing the brand is the hard part but can be done if all the people behind the brand work together. The abovementioned brand development greatly applies to brick-and-mortar companies. forthwiths generation needs more than just the traditional branding methods.Customers are now looking for more interactivity and convenience as todays technology continuous to get better and better. Companies should now also try the world of e-commerce or building brands in the internet. Most people now have access to the internet and are aware of the different things they can do with it, which include researching, communicating, and online shopping. Companies trying to establish a new brand, want to extend their existing brand or want to reach more market will benefit with the interactive world of the internet. However, branding in the realistic world is a lot different.The only representation the company will have over the internet is its webpage. The homepage should have a very attractive and interesting layout that will make visitors stay. Backend should also be stable and reliable with fast servers and wide bandwidth. Existing brands who have already made its name offline should also keep their image online because that is what people will actually look for. Also, online presence also requires human intervention in terms of customer support which should be available 24 by 7, if possible. The website should also have an easy-to-remember domain na me.Even the best web site will be overlooked if users cannot remember where to find it. In online branding, customer experience is very important because this is where customer loyalty starts. Capturing customers attention even off from the start and providing excellent customer experience through the companys virtual presence translates to an effective online branding. For an online business, the look and feel of its website and the quality of the port wine is the most important way to communicate its brand. Schools of Internal BrandingThe importance of employees embodying and spiritedness the brand has already been mentioned. This is, in fact, termed as infixed branding. Within the company, all the employees should fully understand and appreciate their brand for them to provide the desired brand experience to customers. There are four initiates of internal branding be in book by forefront Gelder. These schools are as follows accusation school asserts that organizations must have a corporate belief, extolled by fanciful management, that functions as an internal bonding mechanism and strategic directive. Strategy school brand-based strategic management, in which the brand is the leading organizing principle of a weed and drives all corporate activities. Communications school sees branding as an internal and external communications strategy which is aimed at educating staff and customers alike about the brand. Organization school aims to establish internal conditions that allow employees to deliver the define brand experience to consumers during so-called moments of truth.These schools aim to deliver the best customer experience by making the companys employees understand the brand and the image the company wants to create, and equipping them with the pay tools and knowledge to accomplish their jobs. Whether branding is done offline or online, these things are important as there are always people working behind the brand. Conclusion Creatin g a name that will be inculcated in the minds and hearts of consumers is definitely not an overnight job.It takes a lot of time, effort and money to plan, strategize and decide on the right branding strategy that will be the best match for the products and run the company is selling. Technology, indeed, has opened more opportunities for companies to build and create a name. Yet, the requirements to be successful in making a name on the virtual world are more comprehensive. Marketing and building a brand through the internet is totally different from the common media that people have been used to. Nevertheless, the benefits of this, if done correctly, are better and more exciting than the chronic means offer.Bibliography Dunn, D, Branding The 6 Easy Steps, Cameron Street Press, Oakland, 2004. Mauro, C, Visual/interactive Brand Development, TaskZ, 2000, retrieved 4 May 2007, http//www. taskz. com/visual_interactive_indepth. php Randall, G, Branding A Practical drive to Planning Yo ur Strategy, 2nd ed, Kogan scallywag Limited, Dover, 2000. Seidenberg, J, Three Types of Branding, Deltaflow, 2006, retrieved 4 May 2007, Van Gelder, S, Global Brand Strategy Unlocking Brand Potential Across Countries, Cultures & Markets, Kogan Page Limited, 2003