Branding

This section is devoted to the mechanism and progression of brand development stages. It tells about the things, which are crucial for the successful implementation of planned brand strategy as well as different approaches to brand building at different lifecycles.

The process of trademark creation traditionally includes the following stages:

• Situation analysis and strategy definition.

  Various kinds of marketing researches are used at this stage. They are intended to define preferences, wishes, needs and apperception of target audience, estimate strength and weaknesses of competitors, define products market niche, etc. This brand development stage is very important as soon as it lays the grounds for further work over product’s image.

• Positioning.

  Positioning is a brand’s message to a consumer. It is the positioning that helps buyers to choose a particular product out of a number of competing products. Successful positioning is a brief and clear message which expands the brand’s advantages at once.

• Naming.

  Successful name is a lion’s share of brand’s marketing success and important branding stage. Naming is a process which has its rules and multiple details. That is why professional approach is required for creating a successful name.

• Brand ideas and brand legend

  Brand ideas and brand legend are the character, history, uniqueness, temper and values of a brand. It is the information which stands behind a brand and fills it with sense. The idea must be non-standard and unique, but simple and clear at the meanwhile. That is why it is difficult to develop.

• Product image. Dressing. Package design.

  Consumer’s brand impressions depend mainly on its visual apperception. High-quality package is able to sell a product right on the supermarket shelves, without any additional advertising materials. Meanwhile, brand image, its dressing and package design must harmonize with general brand concept. That is why product package and dressing development is an integral stage of brand development.

• Market introduction. Advertising and marketing support.

  This stage of branding starts once brand name and design have been developed, idea and legend have been written and positioning has been defined. It is the first contact with target audience for new product or presentation in new perspective for rebranded one. Anyway, this stage must be planned accurately and implemented professionally as long as it crowns all the brand development work.

• Internetization of a brand.

  The Internet provides wide choice of opportunities for advertising and telling consumers about your brand. It is not limited by geographical limits and time-zone differences. The problem of language barrier is solved easily here as well. Web site development and web advertising campaign are the helpful step in any brand promotion.