Brands
How Branding as a Marketing Strategy Works on the Consumers
Introduction A brand is a name that influences buyers. This definition captures the essence of a brand: a name with power to influence buyers. But, what really is a brand? People around the globe are now living in a ‘branded’ world. This might sound obscene but in most cases, it is clearly evident. Most consumers prefer to buy a product with a well-known or a popular brand than buying an unpopular one. Some buy products with brands that connote ‘extravagance’ or capacity in terms of ‘wealth’. Why is that so? People can just buy a product regardless of its brand as long as it is durable and presentable, but some prefer a branded yet an unlikely product. There is this certain ‘power’ in brands that attracts consumers, which big marketing companies use, and whatever it is, it contributes to the continually expanding ‘branded’ society.
What is Branding? Since the earliest times producers of goods have used their brands or marks to distinguish their products. Pride in their products has no doubt played a part in this. More particularly, by identifying their products they have provided purchasers with a means of recognizing and specifying them should they wish to repurchase or recommend the products to others. And this means of recognizing, specifying and identifying of products is called branding. The use of brands by producers has developed considerably over the centuries and especially in the last century. But the function of a brand as distinguishing the goods of one producer from those of another and of thus allowing consumers freedom of choice has remained unaltered.
Brief History of Branding Beginnings The history of branding can be traced back for many centuries before the term came to acquire its modern usage. In Greek and Roman times – and even before that – there were various ways of promoting wares or goods, whether they were wines or pots, metals or ointments. Messages would be
Introduction A brand is a name that influences buyers. This definition captures the essence of a brand: a name with power to influence buyers. But, what really is a brand? People around the globe are now living in a ‘branded’ world. This might sound obscene but in most cases, it is clearly evident. Most consumers prefer to buy a product with a well-known or a popular brand than buying an unpopular one. Some buy products with brands that connote ‘extravagance’ or capacity in terms of ‘wealth’. Why is that so? People can just buy a product regardless of its brand as long as it is durable and presentable, but some prefer a branded yet an unlikely product. There is this certain ‘power’ in brands that attracts consumers, which big marketing companies use, and whatever it is, it contributes to the continually expanding ‘branded’ society.
What is Branding? Since the earliest times producers of goods have used their brands or marks to distinguish their products. Pride in their products has no doubt played a part in this. More particularly, by identifying their products they have provided purchasers with a means of recognizing and specifying them should they wish to repurchase or recommend the products to others. And this means of recognizing, specifying and identifying of products is called branding. The use of brands by producers has developed considerably over the centuries and especially in the last century. But the function of a brand as distinguishing the goods of one producer from those of another and of thus allowing consumers freedom of choice has remained unaltered.
Brief History of Branding Beginnings The history of branding can be traced back for many centuries before the term came to acquire its modern usage. In Greek and Roman times – and even before that – there were various ways of promoting wares or goods, whether they were wines or pots, metals or ointments. Messages would be