“A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all, your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.” (Lake, 2007)
The branding of a product or services makes the brand persistent and unique with a standard of quality and provides it with certain benefits and advantages which take the form of the following:
– A brand has the characteristic of memorability. It contains reputation and goodwill which can be used especially where repeat business is desired with the customers.
– Brands also evoke loyalty in the consumers, making way for repeat purchase for them and repeat sales for the organization. The loyal customers of the brand are those who are satisfied by it and have established a close bond with its personality, image and associations. These loyal customers also end up buying complementary products of the brand or other related items which may be associated with the brand
– The familiarity with brand guides customers and consumers of the brand as well as the non customers to associate certain objects and perceptions with the brand. This gives the brand a comprehensive personality and ambiance.
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