Corporate Branding is Essential for Today's Competative Market

Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

In a society where corporations are constantly competing for business, branding has become the ultimate way for companies to win over customers. Defining exactly what a brand is, however, is a challenging task. ‘Brand’ has become something of a buzzword over the past decade, though this is not without reason, given the functional purpose of branding in building a competitive business. Branding is much more than a buzzword - it is, in a sense, a company’s promise to its consumers. When a product, service, or company is well branded, consumers know exactly what they’re going to get when they invest. In another sense, branding is the outward projection of what a business hopes to associate with its name. A brand includes not

EXECUTIVE SUMMARY: The research question in discussion in this essay is whether branding of Business to Business organisations differs from that of Business to Consumer organisations. It is often overlooked, that B2B and B2C brands are not only about very different types of decisions, but they also involve inherently different types of decision making. These decisions ultimately come down to what the buyer wants and who the buyer is – in a business to business sense, it is evident that a decision to buy is based on quite a complex set of systems and procedures, the reasons to buy are calculated and reasonable and

In the contemporary business scenario and the stiff market competition, ‘brands’ are inevitably gaining importance in business perspective as the most valuable assets that can be possessed by a firm. The markets in the past were closed but now with the forces of globalization and liberalization taking over the ride, the competition prevailing in the market has boosted up significantly and hence there is a herd of marketers that are constantly yearning for portraying their product as a unique product proposition delivering most satisfaction and hence to accomplish this objective they come up with a brand. The present study explores the various facets of business activity involved with ‘branding’.

Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where

It has been asserted (Kennedy, 2012) that, a brand collects name, symbol, design, logo and term together, intended to identifies and differentiates a product or service. Consumers regard brands as an essential element of the

Competitive market is where a lot of buyers and sellers come together as each of them is a price taker. There is several techniques the seller can apply to differentiate their product in order to take advantage in the market. Such techniques are of branding,

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

Branding does not only provide consumers with better knowledge about the product but it also help the consumer in his decision making. It gives good important different qualities to help the consumer

Branding is essential to our marketing industry. It is crucial to how we view our products. Branding is the building block to any successful company. You can’t have a successful company without

Successfully building an appropriate brand for a company does more than merely provide an appealing design, picture and slogan for a consumer to view. It provides a value that which is necessary to obtain in order to stay competitive in most industries in modern day society. This is both valid in Business to Consumer (B2C) marketing and Business to Business (B2B) marketing. The approach and importance of successfully branding ones service or product both tangible and intangible through B2C and B2B are similar, but also do have key differences. In this report, we will discuss the advantages of building a strong brand name and image, risks, and some techniques.

“Branding is the process by which companies distinguish their product offerings from the competition. Brands are created by creating a distinctive name, packaging and design.” (Egan & Thomas, 1998)

Branding more or less for centuries has been a mean to distinguish goods of one producer from those of other. Brand can be contemplated from two frames of references one from companies perspective and other from consumers’ perspective. Reference proposes the definition of branding as an avowal of the bundles of peculiarities that someone purchases and provides reparation. The peculiarities that make up a brand may be substantive or fallacious, cognitive or emotional, tangible or invisible.

Brand designing is the one of the effective marketing strategies used by the companies to bring their products or services and consumers together (Clifton, 2009). It is not only the name or logo of the brand, but it implies the overall feeling or image that a consumer has while consuming the product of the brand. Brand designing is considered vital mostly when the companies try to market their products or services into a new market or an existing market (Keller, Parameswaran and Jacob, 2011). With a number of brands available at the market stores, it is necessary for the companies to differentiate their products from other competitors. Now-a-days, brand designing has become the most useful tool that the companies use for differentiating their products from other products of same category. According to Schmitt (2009), better perceptions about a brand results in more sales and good brand designing elevates the company’s total value which includes its products, people, positioning, advertising and culture. The main purpose of this research study is to investigate how brand designing influence purchasing decisions of the consumers. There are successful global brands like Apple Inc., Samsung, Microsoft, Coca-Cola, PepsiCo etc. The research paper emphasizes how renowned brands like these have managed to maintain their leading position in the global market and earn huge revenues despite of stiff competition through high branding strategy.