Development of brand

Development of brand
See also
Brand value chain International marketing strategy Customer value creation Entering the market Strategic position Adoption of innovations Creative strategy Beachhead market Research in advertising

Brand development is the process of creating a strong, recognizable, and differentiated identity for a product, service, or organization. It involves understanding the wants and needs of customers and creating a brand that meets those needs while also standing out from the competition. This is accomplished through a combination of marketing and communication activities, such as advertising, public relations, design, and social media. Brand development also includes establishing a brand personality, developing brand guidelines for use by internal and external stakeholders, and monitoring brand performance and the competitive landscape. Ultimately, brand development is about creating emotional connections with customers that lead to loyalty and advocacy.

Example of development of brand

• Coca-Cola: Coca-Cola is one of the world’s most recognized brands. The company has used a variety of methods to develop its brand, such as investing in marketing campaigns that create emotional connections with customers and emphasizing its iconic red and white logo. Additionally, Coca-Cola has established a unique brand personality, with its “Open Happiness” slogan, and has used its presence on social media to interact with customers and create a strong online presence.
• Apple: Apple is another example of a successful brand development strategy. The tech giant has carefully crafted its brand to represent innovation, creativity, and quality. Apple has also leveraged its product design, marketing campaigns, and retail stores to create an aspirational brand that has become synonymous with luxury and style.
• Nike: Nike is a great example of how brand development can be used to create a strong connection with customers. Nike has created an iconic brand identity with its iconic swoosh logo and “Just Do It” slogan. The company has also leveraged its marketing campaigns to tell stories about athletes and everyday people and its presence on social media to create an emotional connection with customers.

When to use development of brand

Brand development is essential for any business or organization that wants to stand out from the competition and build a strong, recognizable, and differentiated identity. It should be used:

• To create a brand personality, identity, and voice that reflects the company’s values and resonates with customers.
• To develop brand guidelines to ensure a consistent brand message across all channels.
• To communicate the brand’s message through various marketing and communication activities such as advertising, public relations, design, and social media.
• To monitor the competitive landscape and track brand performance.
• To establish emotional connections with customers that lead to loyalty and advocacy.

Types of development of brand

Brand development encompasses a variety of activities and strategies aimed at creating a strong, recognizable, and differentiated identity for a product, service, or organization. These activities can be divided into five main categories:

• Brand Strategy: A brand strategy is an overarching plan that sets the direction and goals for a brand. This includes defining a brand’s purpose, target audience, and positioning in the market.
• Brand Identity: Brand identity involves creating a visual identity for a brand that communicates its values, personality, and message. This includes logo design, typography, color palette, and other visual elements.
• Brand Messaging: Brand messaging is the language used to communicate a brand’s values and personality to its target audience. This includes creating a brand story, taglines, and other types of content.
• Brand Promotion: Brand promotion is the process of getting a brand’s message out to its target audience. This includes activities such as advertising, public relations, influencer marketing, and social media.
• Brand Monitoring: Brand monitoring is the process of tracking and responding to feedback from customers, competitors, and the market. This includes monitoring brand performance, the competitive landscape, and customer sentiment.

Advantages of development of brand

Brand development has several advantages. It helps to create strong, recognizable, and differentiated identities for products, services, and organizations, as well as establishing a recognizable personality and presence in the marketplace. Brand development can also provide a competitive edge, helping a business to stand out from the competition. Additionally, it can increase customer loyalty and advocacy, leading to increased profits. Here are some of the main advantages of brand development:

• Increased Recognition: Brand development can help to create a recognizable identity for your product or service, making it easier for customers to remember and recognize your brand.
• Competitive Edge: By establishing a recognizable brand, you can create a competitive advantage over your competitors. Brand development can also help to differentiate your business from the competition.
• Increased Customer Loyalty: A strong, recognizable brand can lead to increased customer loyalty and advocacy, which can lead to increased profits.
• Improved Brand Image: Brand development can help to create a positive brand image, which can help to attract new customers and retain existing ones.
• Improved Communication: Establishing a recognizable brand can help to make communication with customers more effective, as they will be more familiar with your product or service.

Limitations of development of brand

Brand development requires considerable time and effort, and can be a costly endeavor. The following are some of the key limitations of brand development:

• Limited resources: Brand development requires significant resources, including a dedicated budget, staff, and time. It may also require specialized expertise and outside consultants.
• Difficulty staying ahead of the competition: As competitors enter the market, it can be difficult to maintain a unique position and keep up with the latest trends.
• Difficulty measuring success: It can be difficult to measure the success of a brand development strategy and determine whether it is having a positive impact.
• Fragile reputation: Brands can take a long time to build but can be quickly damaged by a single incident or misstep. Therefore, it is important to manage the brand carefully.

Suggested literature

• Ambler, T., & Styles, C. (1996). Brand development versus new product development: towards a process model of extension decisions. Marketing intelligence & planning, 14(7), 10-19.