Branding: identitet, strategi og markedsposition

A brand is an image, and synonymous with the companies name or symbol that commonly known to identify a company, its products and what the company stands for. You have to use a slogan or something like that to create a way into the minds of the costumer.

To succeed in branding you must know the needs and wants of your customers and prospects. You can do this by integrating your brand strategies through your company at every point of public contact.

You know then your brand is big, it is if your company’s name is the first a costumer thinks about when you say a category. For example, let’s take soda as the first category, nearly everybody would say Coca-Cola and that’s because Coca-Cola is such a big brand, and they have a big part of the market and have used a lot of money on advertising and commercials.

It is very important for a company to have a strong brand. If you have a strong brand your can sell goods only because of the brand and not the quality of the product. You can have the best product in a category but if the brand is bad then costumers will choose another product with a better brand. Some people say that brand is more important that quality. If you can build a powerful brand, you will have a powerful marketing program. If you can’t then all the advertising fancy packaging, sales promotion, and public relations in the world won’t help you achieve your objective. When a company first is the leading brand, it is difficult to take the throne away from them. There are also long-term benefits of leadership. Because once you get on the top, it`s hard to lose your spot. A widely publicized study of twenty-five leading brands in twenty-five different categories in the year 1923 showed that twenty of the companies are still the leaders in their category today. In seventy-five years only five brands lost their leadership.