If you ask anyone to tell you some brand name, he or she would easily give you a list of 100 business organizations or products in almost no time. But if you ask them what makes a brand, they can hardly tell you any definition. And even if they give you some reason, you will hardly find a product specific reason – they are common across all product categories. For example, you can expect some answers like they are big companies, they offer good products or they are great value for money. Do these statements tell anything about a specific product category?

No – these are some general statements about the companies or products that the customers treat as a brand.

So why do marketers and advertising spend so much of their marketing budget in brand promotion or brand development when people do not know why they call something as a brand!

By the way, does it really matter whether the target market knows what a brand is and what it is not! No, this does not matter as long as your company is there in the list.

A lot of seasoned marketers and advertising professionals think that Brand visibility is one of the big reasons why people remember some brands at any point of time. And this is one of the big reasons why they spend so much of money in brand name promotion.

But, how do the advertising companies and marketers try to create a brand?

A lot of people think that showing the product is advertisement enough. But this is nothing but product promotion. And whenever you talk about some products, the target group would obviously ask who or which company manufactured that. And there the brand name or brand value of your company plays a big role.

If they target market never hard of the brand name or company name, they may not be interested in buying the product even if the quality is very good. For example think about a music player – would you like to buy a music player of an unknown brand over Sony even if the first one is much cheaper?

Brand names get directly associated with the product quality and overall market reputation.

Another interesting point to note here is that the prospective buyer does not have any idea about the specific parts that the manufacturer uses to build respective music players. They also do not know why Sony is better than the non-branded company.

But they have already hard some good things about Sony products or they have some previous good experiences of using a Sony product (may be a different product). Another reason may be that they have already seen a person using Sony music player. You can find thousand other reasons why people are inclined to buy a branded product.

But why?

They know about the brand – the advertisers and the marketers have already developed a comprehensive story around the brand name. The story does not directly focus on product quality or product range. On the contrary the story tells how they have helped a lot of people in the same category – a name that you can trust.

According to different advertising trend reports even the small companies are now investing on unique brand development to do more business. What about you?
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