“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard
things well.”
― Jeff Bezos (Founder & CEO of Amazon.com)


You have complex thoughts occupying your mind at intervals-seconds to hours and hours to days, even months. Still, there seems to be a binding force between you and your favorite brand of apparels or your favorite brand of cosmetics.

What makes you remember that very brand? What makes you so loyal to it?

You even sometimes go to the extent of ignoring a better one because of that bond created years ago with the one you

Branding is more like a science now. It has always been an art and a world in itself! Branding is the process of using a word or an image to identify a company or its products. It is what separates competitors and helps consumers remember a product. The purpose of a brand is to increase sales by making the product or service the most visible and desired by the consumer.

Branding is becoming more than a logo or a product. It is becoming a promise of quality and reputation! It encompasses everything about a company, sometimes good and sometimes bad, depending on the public’s perception. If you're remembered as a quality provider, then you will be encouraging repeat business. Branding is a great way to promote this recognition because people are busy and tend to adhere to familiarity. If consumers recognize a brand that they have previously used
and they remember being satisfied with it, then they are more likely to choose that product or
service again. This is especially true in the tremendous hodgepodge of advertising going on Brand identity is a vital part of a business, and it should be incorporated into many key aspects and areas.

Branding consists of some basic elements
  • Company Name
  • Company Logo
  • Taglines/Slogans
  • Company Letterheads
  • Company Forms
  • Marketing Materials & Advertising
  • Signage (visuals created to display information to a particular audience)
  • Website
  • All Possible forms of communication where companies tries to portray an image in the minds of its consumers.
Different approaches to branding:

Individual product branding
- Each new product is assigned a new name with no
connection to other brands owned by a company.

Family branding - New products are placed under an existing brand.

Co-branding - The marketer partners with another firm that has an existing,
established brand in hopes that the theory “two brands are better than one” will
stimulate interest.

Private or store branding - When suppliers produce products for other companies,
and place that company’s brand on the product.

No Name Branding - Also referred to as generic branding, this is a “brand less”
product that is sold as a low-cost alternative to a brand name product.

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.

Bharat Sahai,
Student, PGDMC,
Shanti Communication School (SCS), - www.scs.edu.in
Ahmedabad