Strong Vs Weak Brands [Ventures Africa]
(Ventures Africa Via Acquire Media NewsEdge) VENTURES AFRICA – The essence of marketing is to create and project a strong brand. A brand in itself refers to product(s) or service(s) that are distinct by a set of parameters. Branding thrives on clear differentiation, and every strong brand is able to project an image that is distinct from every other brand out there.
Lots of studies have been done on brands to uncover insights and lessons for business owners. Branding has both conscious and sub-conscious effects on the consumers, and is very perception oriented. At the very heart of the matter, strong brands make clear promises that are kept over time. Their positioning statement is crisp and clear with no ambiguities; weak brands seem to make vague promises that do change over time. Going further, strong brands have a rich and unique brand equity usually built over time.
Strong thoughts and feelings are usually associated with these brands as the customers are usually very loyal to the brand. It can be said that these brands are dependable and deliver consistently. Weak brands have low emotional commitment, have ‘spotty’ reputations and create doubt. In general, weak brands rely on pricing and short term promotional incentives.
Below Are the top ten things to keep in mind if you aim to build a strong brand.
Characteristics of strong brands
• Knowledge of audience and target market to avoid brand dilution: Strong brands aren’t focused on everyone, they have their target segments and thoroughly understand the needs of these segments. This way they are able to keep innovating to the expectations of their target customers.
• Uniqueness in terms of value proposition: Their value proposition is unique, compelling and is specially crafted for their target market.
• Superior products and processes: Strong brands deliver products and services that stand out in packaging, performance and even durability.
• Consistency in delivery on their promise: They unflinchingly deliver on their value proposition in a sustainable fashion; they can be trusted to never get diluted in the sea of competition.
• Distinctive positioning and customer experience: Finally, strong brands position and continuously reposition themselves in a way that allows them to remain relevant to their customers. Customers are usually delighted to remain loyal to them because of the distinctive customer experience they enjoy.
By Emmanuel Iruobe
(c) 2014 Ventures Africa. All Rights Reserved. Provided by SyndiGate Media Inc. (Syndigate.info).
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