Successful Brand Creation: Product Recognition Essay Example
Successful Brand Creation: Product Recognition Essay Example

Successful Brand Creation: Product Recognition Essay Example

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  • Pages: 8 (2095 words)
  • Published: December 29, 2017
  • Type: Report
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A brand acts as the representation of a product and an organization, comprising its characteristics. When consumers use products, they connect with a brand and merge their experiences with it. This connection forms a mental relationship between the customer and the specific product, shaping their perception of it (Monty Montague, Spring 1999). The impact and significance of a brand's impression is comparable to the results achieved through extensive marketing efforts. Creating a successful brand involves viewing an unbranded product as a commodity (McEnally, de Chernatony 1999) and acknowledging that a brand can transform into various forms over time: reference, personality, icon, or policy.

Brand IdentityA brand represents the fundamental characteristics of a product and the manufacturing organization. They are produced, packaged, and distributed for sale. Every stage of the process reflects the brand and it

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s image. The overall sensory experience of a brand, from the point of sale to the sales environment and promotions to purchase and use, creates an image that highlights the brand's identity. A brand image establishes a reputation, which is crucial in building a strong market value. Branding is the culmination of the reputation developed throughout its years of existence (McEnally, de Chernatony 1999). Successful brands withstand the test of time. To create a brand with lasting power, companies must think beyond their current actions and consider long-term strategies.

When looking at companies like Coke, Ford, and General Electric, one common factor they all possess is their brand equity founded on customer trust. This trust establishes a deep connection with their customers, allowing them to maintain their position within the trust quotient. Every company has a reputation and every interaction with the company

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shapes people's opinions, even if they have yet to do business with them. The key lies in effectively managing your reputation to ensure a positive perception from others.

This is what generates a brand. A brand usually has multiple brand images, although one or two may be dominant. The concept of "brand image" has gained popularity as research has shown that the emotions and perceptions associated with a brand influence purchasing decisions (Karl D. Speak, winter 2000). Effective brand images are instantly triggered, positive, and distinguishable from competing brands.

The Brand identity offers a competitive edge and establishes a strong reputation for quality or customer satisfaction for a product or organization. This is reinforced through different brand communications, such as packaging, customer service, word of mouth, and other aspects of the brand experience. The customer's interaction with the product plays a crucial role in shaping the brand by leaving lasting impressions related to its quality, performance, appearance, and overall satisfaction.

The customer experience is crucial for customers to form a favorable opinion of the brand and its product. Branding is a powerful marketing tool that gives a significant competitive advantage. The qualities, performance, or image of a brand can establish an emotional bond with customers. Furthermore, cultural and social factors influence how customers perceive and select a product.

The cultural background of a customer, such as their language, can influence their interest in a product. Nokia's introduction of multi-language phones made it very popular in South Africa. Many organizations use similar strategies to cater to specific groups of people. Social factors also have a significant impact on customers, particularly in the automobile industry. Even if someone has no personal

interest in cars, they may still buy certain vehicles to gain social respect. The brand plays a crucial role in influencing customers based on their past experiences with that brand. Customer loyalty is evidence of strong brand leadership. The overall brand experience is just as important as the actual product (Monty Montague, Spring 1999). Customers form emotional connections with products and brands, resulting in positive experiences and feelings of comfort. The customer's interaction with a brand begins at the point of purchase and continues through their daily use of the product.

The concept of the Promise/Delivery equation, coined by Monty Montague in Spring 1999, highlights how a product and brand's promise attracts customers and boosts market share. Moreover, the way the product is delivered, including its design and comprehensive brand communication, leaves a lasting impression and nurtures customer loyalty. This also presents an opportunity for the brand to expand with both current and future products. Previous delivery experiences shape consumer behavior and influence their decision to purchase new items. The design and aesthetics of a product are crucial factors in building a brand since well-thought-out design serves as a competitive advantage. Companies that grasp the importance of the promise/delivery equation understand that design plays a vital role in integrating product and brand experiences. Ultimately, design involves finding solutions to fulfill people's needs.

Throughout history, leading brands have shown a strong inclination towards creativity and innovation. A notable illustration of this is seen in Otima's success story where a bottle redesign and targeting female consumers resulted in a remarkable 37-fold increase in sales and a 27% market growth in the static tawny port market. Many other examples highlight

the positive impact that product redesigns have had on sales and market share. It is important to acknowledge that effective design encompasses not only the appearance and packaging of a product but also its performance and usability.

The integration of engineering and aesthetics in a product's industrial design is crucial for creating a unique display of quality. The design and appearance of a product play a significant role in reinforcing the brand image and attracting potential buyers.

Product Characteristics: A brand's product and unique features define it. These features encompass quality, appearance, comfort, adaptability, and ruggedness, among others. Nokia mobile phones exemplify this by being universally known for their user-friendliness. Despite variations in models, Nokia consistently upholds this distinguishing feature that sets it apart from other brands. A brand's reputation is established based on its attributes, especially quality and design, reducing the need for extensive promotions and advertising (Monty Montague, Spring 1999).

The product's key characteristics contribute to its brand value, which affects both its pricing and performance. While some argue that branded products aren't worth the money, the brand value remains an attractive factor for buyers. Therefore, incorporating the brand into product development is not just an appraisal of performance but also a marketing strategy in modern organizations (Monty Montague, Spring 1999). These factors can be integrated into product development to provide a competitive advantage for organizations.

Brand creation and management are vital, requiring continuous innovation and creativity within an organization. It's crucial to acknowledge the interconnectedness of all brand aspects for effective management. A successful brand entails maintaining a positive image and reputation since these factors are interdependent.

Part 2: Integrating Brand Development and Product Development
A brand

differentiates a product in a competitive market through unique qualities. Careful consideration and implementation are necessary when incorporating the brand into product development. As brand enthusiasts assert, "To survive and thrive, meticulous brand management is essential." (Karl D.)

In today's highly competitive environment, it is crucial to focus on building a stronger brand, as emphasized by Karl D. Speak in his article "Living the brand" (winter 2000). This involves taking brand stewardship to a higher level by enhancing the identity, product design, and communication of a prominent brand voice. To effectively engage in brand building, it is essential for the entire organization to actively commit to the process. As Dr. John Warnock from Adobe states, a company becomes creative and successful when innovative ideas originate from all areas of the organization.

Incorporating brand development into product development involves analyzing each step in depth. This includes identifying a market gap and determining where the brand stands in relation to other brands in the market (positioning). Brand positioning is determined by understanding the benefits of the brand to consumers, identifying suitable opportunities, targeting specific customers, and evaluating competition. To determine the benefits of brand positioning, it is crucial to conduct thorough market research. This can involve creating brand maps and forms to compare results with competing brands.

The positioning statement is crucial in influencing the brand image and consumer perceptions of a brand or product (Monty Montague, Spring 1999). It is important to understand the benefits of brand positioning during product development and recognize that not all other brands are competitors. When faced with multiple brands of a product, consumers may only consider a few options, especially if they

were disappointed with a particular brand/competitor. Understanding positioning is vital for understanding customer perceptions and creating a better customer experience. This is an essential step in brand creation and product development. Thus, conducting extensive research on the current market situation lays the foundation for product development and aids the organization in creating an appealing product for customers.

The creation of the customer experience is crucial for shaping a customer's perception of a brand and its products. This involves ensuring positive experiences during product development, as it contributes to the overall value of the brand.

One important concept in this process is the promise/delivery equation. It is formed based on various customer experiences with a product and brand, according to Monty Montague (Spring 1999). The promise refers to the guarantee of the product's performance, while delivery represents its fulfillment of those promises. To summarize, Promise + Delivery = Experience.

Different elements contribute to both promise and delivery. Brand element design (name, nomenclature & visual signature), brand experience (point of sales environment, merchandising, brand architecture etc...), and product appearance reflect the promise made by the product. On the other hand, overall product design (form and function), product experience (performance, attributes, unexpected features, after service and psychological connection), and sustained brand communication (user guides, loyalty clubs and follow ups) reflect the delivery made.

By designing a well-crafted product that delivers on its promises or even exceeds consumer expectations consistently creates predictability in promises met.

According to Monty Montague (Spring 1999), the promise and delivery of a product and brand create the overall experience. An important step in creating this experience is targeting the consumer. The integrated customer experience refers to the experience of

a consumer during every encounter or purchase of the product. The diagram illustrates how specific customers are drawn to a particular brand, and it is crucial for each customer's encounters to be enjoyable.

Meeting the customer's expectations is important in creating a brand that effectively addresses their needs. Various factors contribute to amplifying the impact of a brand or product, and these factors are evident in all customer interactions (Monty Montague, Spring 1999). Therefore, it is essential to fulfill the initial need of a customer in order to provide them with a valuable brand experience. Apart from meeting the customers' needs, the product should also have appealing features such as appearance, comfort, and other attributes that align with its intended use. The most crucial element in achieving this goal is having a well-designed product.

Having a good design is essential for the success of a product and plays a significant role in brand creation. Design acts as the base for brand development by merging the product and brand experience. Tom Peters (winter 2000) emphasizes that design differentiates a brand from its rivals and functions as an effective communication tool for companies to engage with consumers and the market. The process of integrating brand and product necessitates collaboration between brand designers and product designers, making design a specialized task achievable through cross-functional team collaboration.

Designers who are trained to approach problems from various perspectives and explore multiple solutions are highly sought after. This is referred to as concept generation, and designers utilize visual communications such as models. The figure titled "Integrated Development Process" (Monty Montague, Spring 1999) represents the integration of product development and brand development during the design

stage. Both aspects manipulate each stage of design, suggesting that two separate teams work concurrently to create an integrated solution that infuses the brand throughout each stage of design and development. However, it is crucial for designers to understand the emerging values of the customer's society and be culturally relevant if the organization wants to establish a brand image that withstands the test of time (Marco Bevelo & Reon Brand, winter 2003). Many organizations often form design partnerships with external firms, particularly when it comes to new brand development. Design also plays a vital role in product packaging and overall product aesthetics.

The impact of intrasensory perception on customers' purchasing decisions is significant. Retailers recognize this and increasingly create distinct atmospheres at their sales points, including showrooms, retailers, and distributors. These atmospheres carry a powerful message and directly influence customers' decision to buy.

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