Submitted by: Submitted by meingirl
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Category: Business and Industry
Date Submitted: 04/18/2011 02:25 PM
The branding strategy for a firm reflects the number and nature of common and distinctive brand elements applied to the different product sold by the firm. Branding strategy involves deciding the nature of new and existing brand elements to be applied to new and existing products.
Branding Decisions: Branding strategy is one of the most vital decisions taking by
marketers. It is a strategy, which brings lots of positive feedback for a firm. The first branding decision is whether to develop a brand name for a product. Today, branding is such a force that hardly anything goes unbranded.
Unilever follow individual name for setting brand name for their different products, such as
Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Unilever get a major advantage of an individual name strategies that the company does not tie its reputation to the products. So, if any brand fails or appears to have low quality, the companies name or image is not hurt.
Brand Elements: Brand elements can play a number of brand building roles. Band
elements are those trademarkable devices that identify and differentiate the brand. Most
strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. Brand elements such as: memorable, meaningful, likable, adaptable and protect able. We describe those elements in short as follows:
Memorable: every consumers mind catches the brand name. Their marketing
programs set the brand name in consumers mind. Their short brand name such
as: Dove, ponds, Sunsilk etc are easily memorable.
Meaningful: Every consumer has a clear meaning about Sunsilk. Consumer
thinks about Sunsilk as a product which solve their problem relating with hair.
Likable: From our research we found that most of the people like the brand
verbally and visually.
Protectable: The brand name is legally and competitively protectable. The...