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Реферат по английскому на тему "Brаnding".
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- 2018 год
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Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.
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.
Brand serves as a guide to understanding the purpose of business objectives. It enables you to align a marketing plan with those objectives and fulfill the overarching strategy.
The effectiveness of brand doesn't just happen before the purchase, but it's also about the life of the brand of the experience it gives a consumer.
Did the product or service perform as expected? Was the quality as good as promised or better? How was the service experience? If you can get positive answers to these questions, you've created a loyal customer.
2. Why is Branding important?
Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.
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.
Brand serves as a guide to understanding the purpose of business objectives. It enables you to align a marketing plan with those objectives and fulfill the overarching strategy.
The effectiveness of brand doesn't just happen before the purchase, but it's also about the life of the brand of the experience it gives a consumer.
Did the product or service perform as expected? Was the quality as good as promised or better? How was the service experience? If you can get positive answers to these questions, you've created a loyal customer.
...
3. How can it be done?
3.1. Branding tools
Companies tend to use different tools to create and shape a brand. For example, branding can be achieved through:
• advertising and communications
• product and packaging design
• in-store experience
• pricing
• sponsoring and partnerships
• the visual identity of the brand (logo, website and colors, are just some examples).
Advertising professionals work on branding not only to build brand recognition, but also to build good reputations and a set of standards to which the company should strive to maintain or surpass.
In our example of branding water, packaging design and advertising are perhaps the most powerful tools used by marketers:
Packaging design is the silent salesman that will grab busy consumers’ attention in-store. It informs consumers about the product’s properties and visually differentiates the brand from the competition on-shelf.
...
4. Building a brand
If your business does not yet have a consistent brand, or you don’t like what your brand currently stands for, it’s time to rebrand. Here are some steps to take to shape public perception for the better:
• Identify what your customers love most about your business. What makes yours stand out?
• Create a brand message that conveys what your business aims to do for its customers – what you’re best at. Geico promises to save you 15% in 15 minutes. That’s its brand promise. Marriott promises quiet luxury. What are you promising your customers?
• Make sure your visual elements match your message, and your brand. If you’re promising innovation, don’t use greys and boring images.
• Develop standards for employee dress and behavior that support your brand promise. Make sure they understand what your brand is and can support it.
...
5. Branding for different sectors
In this section we explore the similarities and differences between branding in different market sectors.
1. Start-up businesses
If you’re launching a new business, you’re in a unique position to operate as what is often called a ‘challenger brand’. This means that you can take a look at a market sector from the outside, assess all the players, opportunities or gaps in the market and then launch your product with a brand that challenges and shakes up the conventions of the sector. It’s hard to do this once you’re established as there’s more to lose, so think carefully about how brave and ‘rule’-breaking’ your product or service can be if you’re about to launch to market.
Another benefit you may have as a start-up is that the business is likely to be small and therefore responsive and adaptable, with no existing processes that have to be changed to create a new brand.
...
Conclusion
In very simple words, a product is what you sell, a brand is the perceived image of the product you sell, and branding is the strategy to create that image.
Branding is an important part of Internet commerce, as branding allows companies to build their reputations as well as expand beyond the original product and service, and add to the revenue generated by the original brand.
Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
The purpose of branding is to simply and easily help your customers understand what you offer and how you’re different.
...
Glossary
1. B2B (business to business) (бизнес для бизнеса) – is a sector of the market that does not work for the end user, but for the same companies, that is, for another business.
2. E-commerce (электронная коммерция) – is the activity of buying or selling of products and services online or over the internet.
3. Brand strategy (стратегия бренда) –long-term marketing support for a brand, based on the definition of the characteristics of the target consumers. It includes understanding of their preferences, and expectations from the brand.
4. Start-up businesses (Стартап) – is an entrepreneurial venture which is typically a newly emerged business that aims to meet a marketplace need by developing a viable business model around a product, service, process or a platform.
5. Sponsoring (спонсирование) –is present participle of sponsor.
6. Partnerships (партнерство) – is an association of two or more people as partners.
7.
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1. What is branding? [Electronic resource] // Access mode: https://www.thebrandingjournal.com/2015/10/what-is-branding-definition/ (08.05.2018)
2. The basics of branding [Electronic resource] // Access mode: https://www.entrepreneur.com/article/77408 (08.05.2018)
3. Learn why branding is important in marketing [Electronic resource] // Access mode: https://www.thebalancesmb.com/why-is-branding-important-when-it-comes-to-your-marketing-2294845 (08.05.2018)
4. Brand and branding [Electronic resource] // Access mode: https://99designs.com/blog/logo-branding/what-is-branding/ (08.05.2018)
5. Branding – the basics [Electronic resource] // Access mode: http://www.infoentrepreneurs.org/en/guides/branding----the-basics/ (08.05.2018)
6. Branding [Electronic resource] // Access mode: https://www.oberlo.com/ecommerce-wiki/branding (08.05.2018)
7. Branding and marketing [Electronic resource] // Access mode: http://www.brickmarketing.com/define-branding.htm (08.05.2018)
8. Branding [Electronic resource] // Access mode: https://www.shopify.com/encyclopedia/branding (08.05.2018)
9. The difference between marketing and branding [Electronic resource] // Access mode: http://www.tronviggroup.com/the-difference-between-marketing-and-branding/ (08.05.2018)
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