A Study On Brand Identity Marketing Essay

A Study On Brand Identity Marketing Essay Yes, because Microsoft is by far one of the most powerful companies in the world. When we X Box, just by nature we think of the name Microsoft that has now become a household name. There is an essay attached that I had that explains this further What makes people buy one product or service over another? The answer lies in the persuasive power of marketing communications – advertising, public relations, direct marketing and e marketing – working together to achieve a desired result. To remain viable in today’s marketplace, many organizations have integrated their unique corporate culture, values and innovations into their brand identity. Rather than stand alone as a faceless structure, this new wave of companies imparts personality into their brands. This more personal brand message further distinguishes products and services from those of their competitors. A consumer who feels kinship with an organization’s core identity is likely to remain loyal to that organization’s products or services — a loyalty unshaken even by intense competition. The most persuasive and powerful tool to achieve this is branding. Identity is branding. It is has been around as long as human beings have organized themselves. Countries identify themselves with flags and uniforms. Families use crests. Product branding is found on ancient vases with the symbol of the craftsmen that created them, and cattle in the west were â€Å"branded† with the symbol of the ranch. Brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. When you think Volvo, you might think safety. When you think Nike, you might think of Michael Jordan or â€Å"Just Do It.† When you think IBM, you might think â€Å"Big Blue.† The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product. Brand identity includes brand names, logos, positioning, brand associations, and brand personality. A good brand name gives a good first impression and evokes positive associations with the brand. A positioning statement tells, in one sentence, what business the company is in, what benefits it provides and why it is better than the competition. The first thing we recognise when we talk about brands is that they are not just names, terms, symbols, designs or combinations of these, although it is true to say that such things can differentiate certain products and companies from others. The additional ingredient that makes a successful brand is personality. Today’s leading brands are personalities in their own right and are well known in all societies and cultures as film heroes, cartoon characters, sports stars or great leaders. For today’s business the brand comes in the form of a logo. The secret to successful branding is to influence the way in whic h people perceive the company or product, and brands can affect the minds of customers by appealing to those four mind functions, or combinations of them. Some brands appeal to the rational part of a person, to the elements of logic and good sense (the thinking dimension) such as toothpaste, which prevents decay and cholesterol-free foods. Others appeal to the senses of smell, taste, sight and sound such as fashion and cosmetic products.