Branding

 market research

Branding (English) – is a marketing activity directed to create the long-term preference to the production of the certain company; that is realized in the process of influence for the customer of the trade mark, packaging, advertising appeal, which mark out the production among the competitors and create its image (Modern Dictionary of Economics)

     Brand creation - is a quest for inspiration, in the bases of which lies the deep knowledge of the market. That is why the first stage of creation of the successful brand is the market research according to the following criteria:

• Market’s structure, capacity, dynamics
• Competitors’ surrounding
• Description of target audience
• Customer’s expectations and preferences

 
 Brand conception

Brand – worldwide famous trade mark; legally protected product; company (its name) or conception, marked out with a social consciousness among the similar ones. ((Modern Economical Dictionary))

     Brand conception – is a model of perception or the system of images which brand is aimed to cause from the target audience.

     Development of brand conception – is the creation of its philosophy, values, originality, customers’ and competitors’ advantages.

     Brand differs from the trade mark because brand is always associated with a certain level of the quality, prestige of the product and of the manufacturer; therefore the customer pays more for the product – the brand bearer.

 

 Communication brand’s model developing

Marketing communications – are the tracts for bringing the information to the consumer characteristics of the brand to the target audience and the mechanisms of the feedback between consumer and the brand owner.

    Proceeding from the description of the target audience, (values, preferences, expectations), the core communication of message and the budget of leading the brand to the market, choice of the most effective communication channels is issued.

     Types of communication channels:

• Advertising- the direct carrying of the products’ consumers advantages to the target audience with the help of mass media means (TV, radio, Internet, outdoor advertising, press media etc).
• PR (public relations) is forming the positive public opinion concerning the product and its producer. The main difference between PR and advertising is that advertising sells the product and PR forms the product’s image.
• Sales stimulating: the process of developing special offers and actions aimed for short-term sales growing: discounts, drawings, gift certificates, free samples distribution.
• - Direct marketing: marketing communication embracing not the entire target audience at once, but with the separate potential consumer by means of addressing: SMS, post, e-mail etc.
• - Personal sales: direct sales at the exhibitions, fairs, business talks and other events.

 

 Strategy of brand development:

Strategy of brand development – is a program of long-term events aimed for increasing consumers’ brand loyalty, creation of its unique and irreplaceable image.

    In other words, it is the planning and optimization of both communication channels and a communication message.


 Brand book:

Brand book is an internal company document including description of the company mission, philosophy, brand values, its constants (identification book or guideline), consumer and competing advantages, communication channels and messages.It is a closed document, regulating legal matters of author's and related rights, rights for registered and trade marks.