The main task of company branding is to form an image of the organization that can evoke positive associations, an emotional response and a sense of belonging to a certain social group in the target audience, which will lead to the desire to make a purchase.
In this regard, brand managers and marketing specialists are engaged in solving a number of specific tasks:
They create a unique brand positioning strategy that allows them to stand out from competitors, optimize the use of the organization's resources, and successfully present products to the consumer group of interest. Thus, the Selo Zelenoe brand positions itself as a manufacturer of high-quality dairy products for city dwellers who prefer healthy and natural nutrition.
They form a memorable and uae email list recognizable style of the brand. For example, "Mama Lama" is a unique yogurt and curd, decorated with an image of a cute animal on the label, which becomes the number one choice for mothers, and is also liked by children.
They emphasize the importance and advantages of the product for consumers. The advertisement for the new model of the Moskvich car emphasizes that it helps hundreds of thousands of people every day.
Develop a plan to increase recognition. It is possible to create a stable image of the organization and highlight its advantages for potential consumers only with the help of a high-quality advertising campaign. The wide popularity of Apple and Adidas products is ensured by effective promotion methods.
Creates relationships between the company and its customers, and helps strengthen brand loyalty. When organizations actively engage in dialogue with customers through social media, responding to comments, they are more respected and trusted than those who do not respond to criticism.
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Types of Brands
There are many classifications, let's look at some of the most popular ones.
Based on what branding is applied to, a distinction is made between:
Commercial – Colgate, Prostokvashino, Mercedes-Benz, Lyubatovo, Polaroid, Snickers, Pampers, Alyonka, Salamander.
Brands providing services : MTS, Mediestetik, Rosgosstrakh, Sberbank, Neste, McDonald's, Divo-Ostrov.
Belonging to organizations or corporations - Lenremont, ExxonMobil, Krupskaya Confectionary Factory, Krasny Oktyabr, General Electric.
Individual brands, known as personal ones – Slava Zaitsev, Michael Schumacher, Irina Khakamada.
Event-oriented – Eurovision, Scarlet Sails, Nashestvie, Cannes Film Festival.
Cultural and geographical – Moscow, St. Petersburg, Courchevel, Bolshoi Drama Theatre, Hermitage.
Types of brands, Moscow
Source: unsplash.com
Classification of brands depending on their products and areas of application:
For a wider audience – Prostokvashino, Pampers and Nike, Khlebny Dom and Barkhatnye Ruchki.
B2B – Scania, ConsultantPlus and Penoplex, intended for industrial use.
Among high-tech companies, Microsoft and Intel are well-known.
In the educational sphere, Harvard, ITMO, Moscow State University and Skillbox stand out.