Branding is what?

The market of mass consumption is inseparably linked with the technologies of marketing and advertising, which allow trademarks to more effectively promote their goods. Today it is difficult to find an urban person who could not name several brands from different areas of the consumer market. Moreover, active buyers will certainly also be able to indicate the positive qualities of the products of a particular manufacturer. All this is the result of using marketing tools, the basis of which is branding. This is a whole set of tools and methods that aim to increase the demand for a certain brand of goods. As a rule, this process is carried out by large companies operating on the world consumption market, but there are other areas of application of such technologies that are aimed at creating an image of an object outside commercial purposes.

General information about branding

Under the brand is usually understood directly by the manufacturer, which is engaged in the production of a certain product. But this is not entirely fair. Such an association, rather, is suitable for the notion of a trademark. In turn, branding is a process in which a certain image of an object is formed in the target audience . Conceived one goal - to introduce the complex of positive properties and characteristics of products, which allows companies to go ahead against the competition.

For example, when it comes to cars, marketers in brand building rely on such qualities as reliability, safety, comfort and ease of use. These characteristics should be associated with the buyer with a particular brand. It should also be understood that in the eyes of the consumer, branding is a way of recognizing products. Obviously, in the process of selecting a product from a wide range, the buyer should be guided by information about the offer. As a result, emotions and associations formed by branding come first.

Goals and objectives of branding

In most cases, branding aims to increase sales. This is achieved through increased interest in products and, most importantly, a favorable image of the brand. Today, more and more products are produced under one brand. For example, the American company CAT, specializing in the production of construction equipment, has transferred the rights to use its brand to a little-known British manufacturer of mobile devices. As a result, a CAT phone appeared on the market, associated with high performance and reliability. But, as already noted, this method of promotion is not always aimed at commercial success. In particular, the branding of territories can be aimed at creating a favorable image among the local population. For this, the same marketing tools can be used as in the consumer market.

Stages of brand building

Work begins with analytical operations aimed at studying the market and the target audience. If the development of an existing brand is planned, then its current positions in the segment are studied. Then follows planning, during which the essential characteristics of the brand are formulated, and a management strategy is developed. Then specialists form a system of verbal and visual identification, as well as image.

So, if branding of territories in the resort zone is being developed, then such characteristics as environmental friendliness, developed infrastructure, comfort of living, etc. will come out on the first place. To convey the formulated package of quality properties to the target audience, means of promotion are used. At this stage, channels of marketing communications are used , on the basis of which a strong relationship between the consumer and the brand is built.

Branding Technologies

Depending on the market segment and the terms of sale, different branding technologies can be used. To the universal can be attributed communication and information tools, which are the basis for the promotion of goods to the masses. There are also more specialized approaches used by marketers. So, technologies of branding of consumer goods usually provide for various types of comparisons and positioning. In the first case, the products are compared with the obsolete products of the previous generation or with generalized offers of competitors.

Of course, such a comparison should leave an advantage over the promoted brand. As for positioning, it can affect a variety of qualities. For example, positions in terms of prices determine the ownership of the goods to the budget segment, average, premium, etc. This facilitates the tasks of the consumer in the selection process, as he can easily identify the product and correlate it with his requirements.

Principles of branding

Experts identify two main principles on which the work of marketers in this direction is built. First of all, this is the correspondence of market needs to the proposal that is provided by its participants. The second principle assumes conformity of qualitative characteristics of production to expectations and requirements of the mass consumer. Actually, branding technologies are developed with an orientation to these principles. Also, there are many opinions, according to which the set of initial settings for promotion should not only rely on the buyer's requests, but also meet the expectations of the society as a whole.

Features of Russian branding

The situation on the domestic market demonstrates a marked lag in marketing activities from foreign companies. On the one hand, this has determined almost empty niches, in which there are no large Russian brands, but on the other hand, new participants must face quite serious competition in the form of more famous and advertised foreign brands. In general, the features of branding in Russia are due to weak communication with the consumer. But this situation is changing, and, despite the dominance of the world's giants in the market, the domestic manufacturer has its advantages. First, the fact of the Russian origin of the goods is attractive. Secondly, such products are cheaper.

Modern Branding

For the first time, branding technologies in the modern sense were applied in the 1930s. In the following decades, the concept of creating images about the goods did not change, but tools for achieving such tasks were improved. Today, the development of branding involves more radical changes. For example, there is a clear segmentation of products, multi-brand, as well as the use of more rigid advertising technologies. According to many experts, in the near future the goods in each segment will become almost unique, that is, the consumer will not choose between similar products, but will be able to immediately acquire what is in full compliance with his requirements.

Conclusion

You can consider branding as a set of marketing tools or a set of advertising tools, but this will not be enough to explain its nature. All the same, branding is a process of developing mental perception. Use its result for any purpose. After all, branding is closely related to such properties as image and reputation. Another thing is that it is in the sphere of commercial interests that it brings the greatest dividends, therefore it arose in the conditions of market competition. Essential methods and principles of creating consumer images are unlikely to change in the near future, but technological approaches in this direction will inevitably develop.