Branding, Brand and Brand Management...

Branding, Brand and Brand Management Branding is assembling of various marketing mix medium into a whole so as to give an organization or a product an identity. It is nothing but capturing the minds of the customers with the name of the brand. Brand gives an image of an experienced, huge and reliable organization. It is all about capturing the niche market for the product / service of the organization and about creating a confidence in the current and prospective customers’ minds that the organization or the product is the unique solution to their problem. The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about the product and raises customer expectations about the product. The primary aim of branding is to create differentiation with the competition. Hislop defined branding in the year 2001 as ‘the process of creating a relationship or a connection between a company’s product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers’. Kapferer and Keller have defined branding as a fulfillment in customer expectations and consistent customer satisfaction. Branding can also be defined as ‘a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of the competitors’. Branding normally precedes and underlies any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of the organization, the product, or the service. It is the communication of...