A well-chosen name can mean the difference between failure and success. It is for this reason that companies will go to any length to develop their brand. The success of a brand lies in its positive image among the consumers. The brand image creates an aurora with its brand name/ logo forcing consumers to pay extra for its product or services. There are some brands which are suggestive. For example Hang Ten is an American clothing brand founded in 1960. Its product is sold all over the word. The word Hang Ten is derived from surfing. Surfing is an activity of young and active people and the brand targets young customers.
Branding main purpose is to convey product message in multiple ways involving consumers to buy the product. The value of brand is security for the company earnings. It is for this reason that a new company would go to any length to develop its own brand. Gucci deals in high-end quality product. Gucci founder of the business took start from small shop in 1921.
Being a smart entrepreneur; he gathered skillful craftsmen and expanded his business all over Italy; offering purses; shoes and small hand-woven fabrics, which were made by its skillful craftsmen; the result was boom in business and it was able to create its niche in the business. If high-end product is a stiff competition; there are others who find their space in casual clothing. Bossini specializes in casual clothing. Their motto is Colour our world. Even though their base is in Asia; their models are mainly Westerns to give its brand a more Westernized looks. They are successful and the brand is popular among high-end urbanites.
Brands are developed in their unique niche. If some brands are associated with active life, others are associated with glamour and urban life. Zara does not believe in bulk production, instead it emphasis on individualization. ZARA success is not selling apparel at a lower price, but her success lies in charging more by offering a unique product that other brands cannot offer. Zara focuses on shorter response time enabling her to meet the constantly shifting fashion trends.
It does not target to a specific age group nor does it divide the customers into segments; instead it markets to a broader market giving itself an edge over its competitors. A good brand is not just a product, but it has a personality of its own. The consumers are willing to pay high price not just because of having a name, but they also wish to owe the prestige, power and personality of the brand. Lauder built her brand by offering customers free makeovers demonstrating the power of its products. Lauder sales people give personal attention to its customers, which makes their brand unique from other cosmetic brands and they are cashing upon it.
Whether a product is an automobile, or t-shirt; successful companies long have considered concept of branding the Holy Grail in the world of consumer marketing. By delivering self-expression and emotional benefits, brands, names and logos make common commodities unique and meaningful. A simple T-shirt of Nikkei can mean freedom, a skirt from Zara portrays individuality and an expensive gown from RL can give the feeling of posh and high class life. Man from time immemorial has the desire to look different from others. In the past, it was tattoos and jewelry, which gave different looks to human beings, today branding is giving that uniqueness to its customers.
About the author:
Tanvir Orakzai is holding Masters in English Lit, IT and currently doing Doctorate in E-Commerce in Singapore. He has been working as a freelance writer since 1996. Tanvir has been writing on various issues ranging from politics to foreign policy, business and literature. Tanvir is a keen observer of life and like to depict life from a different perspective to his readers.
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