Creating a Brand Essay
The following paper will highlight and introduce the concept of making a brand name and all that it takes to allow for a complete consumer confidence in the brand. The process of brand making should begin most importantly with an elaborate and established brand name. This could most likely be followed by extensive advertisements so that a broader brand image is established. After this it is important to also maintain and continue to establish eh quality of the brand name which has been initiated.
it is important to know and realize that the entire process of brand making is continues and should be continued on for a long time period so as to ensure that consumers are happy satisfied and addicted to the brand which has been established with such a great care. Steps Involved in Creating a Brand: The first and foremost important step required for establishing a brand is to define the elements that the brand entails with it self.
Therefore if the brand is perhaps focused upon selling beverages for instance a smoothie, then it is essential for the brand image to focus only upon the product and to highlight all the characteristics that the smoothie would entail. For
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First and fore mostly the product should be the main focus. The actual smoothie which has been made should fulfill all the quality control requirements along with a feature of it being good for one s health. This is important because unless a very strong brand image of the smoothie is being created no one is going to buy the smoothie. Apart from this the smoothies should be adjusted in terms of the taste to fit the target market. Therefore, if the target market is teenagers, perhaps flavors which favor them should be the centre of one s focus.
One of the ways perhaps which their choice could be understood could perhaps be by carrying out an effective market survey or research. Moreover, it could also be possible to focus upon the niche market. For instance, sugar free and diet conscious smoothies could be introduced for the old or for those who are diet and health conscious. Another idea can also be to also put one s focus on children and introduce smoothies for kids or children (Zook, 2004). In addition to this is an effective promotion. This perhaps is the most important step that has to be carried out in order to enforce and ensure a proper brand image of the product.
One of the ways that could be used for an effective promotion can be extensive advertisement of the product. However, care has to be taken while advertising for the product to ensure that the relative costs of the advertisement is less than the benefits gained from carrying it. Moreover, care has to be taken to ensure that the advertisement only reaches the target audience whom the smoothies is expected to be sold to. Perhaps pamphlets, billboards and television along with radio and even newspaper can be used depending on the target audience and the relative costs involved with the advertisement.
It is also important to note that the advertisement which would be made should also be reflective of the target audience. Thus if the advertisement is meant to put a greater emphasis on the teens then they could perhaps have music in it. or perhaps a family advertisement could emphasize on how important it is as apart of the family like or how innocent smoothies is liked by family members of all ages because there is so much variety to chose from. More importantly, it is also important to allow for promotion by other techniques.
This can perhaps be done by product enforcement perhaps by a celebrity for instance a sportsman or an athlete, or even a movie star for that matter. Enforcing a strong brand image may imply that the potential consumers may like the product and this may help it ensure greater sales (Beerel, 2009). Apart from this, the decor and arrangement of the entire smoothie shop or the outlet where the product which in this case is the smoothie would be sold is important to also be reflective of the characteristics of the product.
Therefore, the place where is sold should perhaps be a mini shop which is cozy and relaxing in itself. Note that if the smoothie is going to be sold to the retailers, even then it is important to select the channel where the smoothie is. Perhaps it could be a good idea to sell the smoothie at a super store which has the image of selling products which are of a very high quality. In addition to this it is also important to maintain the image of the product by having an appropriate packaging of the product.
thus since the product which has been focused upon is a smoothie then perhaps the packaging should be done in such a way so that drinking the smoothie is easy and convenient. Perhaps the bottle or the glass used is of paper or plastic with a straw to reiterate the image of the smoothie. Conclusion: Therefore, an effective and strong brand image can let and lead to an increased amount of sales in the end. However, it should be noted that an effective brand may imply that the entire process should be continuous and never ending.
There should be an effective promotion and product manufacturing along with an effective packaging in addition to the placement which should be set in relation to the brand image. These steps may imply that the product sold would be of an effective quality and brand. References: Beerel A, 2009, Leadership and Change Management, Sage Publications Zook C, 2004, Beyond The core, Harvard Business Press Lederman G, 2007, Achieve brand integrity, [email protected] Press