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Brand-Building

In: Business and Management

Submitted By julzM
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BRAND-BUILDING

Branding consists of the name, symbol, slogan, design or any blend of these that identify the offerings of your entity and differentiate it from another. Branding is the visual influence of your company. Brand-building is enhancing brand’s equity directly and indirectly through marketing campaign and promotions respectively. Brand equity is the significance your business name has in the industry without accounting the profitability of the company (Vincent, 2012). Equity mean gives an edge, consideration, or autonomy to a company in comparison to another. Positioning is employing promotion to project differentiation in your business and its offering to targeted customers. Building and upholding a strong brand is a primary intention for successful organizations.

A general talk with my friend Mark, the word Apple or iPhone is bound to come up whether in terms a discovery of a new exciting app in the App Store or just about the release of another “out of this world” product. This behavior is not because he’s a young tech savvy but because he adores this particularly brand and all its products. Apple is the leading technological firms in the world. It’s mainly involved in the manufacture of premium and innovative electronic products. Recent studies suggest the company enjoys the largest consumer or brand loyalty as compared to its competitors in consecutive years (Sutherland, 2012). Our conversation reveals that he has practically owned almost all products Apple has introduced the most recent being ditching his iPhone 5c for the latest model of iPhone 6. This can easily be termed as blind loyalty. But why does this brand loyalty exist? He says

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