Have you ever wondered why this term is often used in marketing?
What it is and how to manage your brand?Currently, the world consumer market requires companies to develop, basing their actions on changing customer requirements.In the face of fierce competition and millions of ventures worldwide, it is necessary to create marketing strategies to sustain the brand.
- In this scenario, the big question is that these actions take time.
- Everything depends on managing these strategies so that they are coherent and relevant.
- Put, brand management is known in the industry as Branding.
- And anyone who thinks this brand management story is only for market giants is wrong!
Despite big names like Coca-Cola, Amazon, or Apple using this strategy, small and medium-sized businesses need to know how to manage the brand to remain competitive.
The entire management process is complex and lengthy, so the whole team takes a lot of patience and effort to make it work!
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Were you curious to better understand Branding and how to work on your brand management?
- So continue reading this article to find out more.
- Branding: What it is and how to manage your brand: several famous logos in the world
Table of contents
- brand management
- Branding Positioning
- Branding positioning examples
- Coke
- apple
- McDonald’s
- Starbucks
- Metro
- Conclusion on What is Branding
- brand management
What is a brand?
If you search, you will indeed find several definitions, but all of them show that the brand is the identity of a product or company.
- Through the brand, the consumer associates a product from a manufacturer with it.
- So, for example, if you find a billboard with the phrase “Just do it,” you will know which company it is.
- And this association is only possible because Branding was worked on!
The strategic management of brands has a complexity that requires the association of communication channels, employees, suppliers, and a lot, and a lot of work to attract customers.
- In this scenario, it is necessary to have a solid and coherent identity to stand out.
- Only then will you be able to communicate your values to the public so they can see what you are building?
- Not only that, it is necessary to envision a prosperous future for your company.
Therefore, your Branding strategy must ensure that you will become a highlight in your market segment.
Branding Positioning
Branding or positioning creates an offer and image understanding that defines your brand’s market space and how consumers will perceive it.
So, if you want to know what your brand’s positioning is, it’s essential to have, in a concrete way, your company’s goals and values.
- Only then can you begin to understand your market positioning.
- To better clarify the scenario, let’s think about a well-known company in the market, Uber.
- This form of transport in urban centers was new, so Uber was seen as an innovation and modernity.
- In this market, other competitors emerged, and Uber had to adapt to continue as a market leader.
- So, new values were linked to the brand, such as improved user experience, security, price, and so on…
- The Impact of influencer marketing on Branding
- Today, companies seek to have their values and initiatives recognized by the public.
- In this reality, organizations can find a powerful and significant vein for companies’ Branding in Influencer Marketing.
- The fact that Influencer Marketing has an impact beyond sales is undeniable.
- This strategy is essential to generate an effective relationship between brands and people.
- In this way, it is possible to associate image/brand values.
Not only when brand positioning and key messages are well aligned, but your customers also buy faster, buy more, and refer you to your brand more often.
Well-done Branding, associated with influencer marketing, reduces conversion time and creates brand lovers who recommend and defend you, the famous brand advocates.
Then, with the right partnership and the help of influencer content reach, your brand and purpose become even more visible to the public.
Branding positioning examples
Uber is just one of the many successful examples of brand management, and, to inspire you to work on your brand, we separate four more companies that won the world with their marketing strategy:
Undoubtedly, Coca-Cola is one of the most outstanding examples of success regarding brand positioning.
Can you think of any other word but happiness regarding Coca-Cola?
The brand has been working on its campaigns for 125 years, with values related to Happiness, Family, Union, and Love to position itself in the market.
Branding placement examples: Glass coke bottle lying around several ice cubes
Apple
- According to Brand Finance’s annual report, Apple was elected in 2021 as the most valuable brand in the world.
- But what differentiates Steve Jobs’ company from the competition?
- The big “X” of the question is that Apple presents innovative products linked to elegance, luxury, and exclusivity.
- These types of quality are seen by Apple customers, who become loyal to the company.
- The positioning and profound work of Branding allows every Apple launch to be a success.
- Therefore, today, Apple is the company that dominates the technology market.
- Examples of Branding placement: Apple brand in black on a surface
McDonald’s
Segmentation, experimentation, adaptation, and innovation are the four concepts that made McDonald’s the world’s biggest fast-food chain!
Méqui, as its customers affectionately call it, is present in over 117 countries, adapting to these locations’ cultural specificities and demands.
The exciting thing is that by understanding the preferences and needs of consumers in each region, the company begins to offer customers the best possible experience.
- Examples of Branding placement: Macdonald’s fries lying loose on a surface
- Given the differentiated service balcony, Starbucks is very curious about positioning.
- Starbucks focuses a lot on the consumer experience, making coffee pleasant.
Interestingly, Starbucks became the market leader with little investment in advertising for one action: writing the customer’s name on the cup when delivering their drink.
This culture generated millions of posts on various social networks, and people began to make the brand known.
Another interesting point that generates greater convenience for the customer is the possibility of placing an order on the cell phone through an application.
This way, the consumer can choose more calmly, with an optimized experience that reinforces the company’s positioning.
Examples of Branding placement: A white cup with the Starbucks logo on a wooden surface
Metro
With more than 40,000 locations worldwide, Subway is the world’s largest sandwich chain, offering quick, nutritious meals for the whole family.
To upgrade Branding positioning, developed a campaign for Subway using digital influencers.
The purpose of using influencer marketing was engagement, reach, and content to generate awareness and public identification with the brand.
As a result, our team of partner influencers produced 200 pieces of content, generating more than 1 million impressions and reaching 500,000 people!
Examples of Branding Placement: Hand holding a Subway card
Conclusion on What is Branding
- As you’ve seen so far, more than having a brand is required for a business to be successful.
- It is essential to ensure that several important elements are planned and structured so your company can position itself well in the market.
- And for that, it’s essential to work on managing your brand!
- So, the first step is to map your customers’ and competitors’ preferences, goals, and ambitions.
- That way, creating strategies for you to succeed will be easier.
- Oh, and remember that each brand has different ways and different perceptions.
- Therefore, specific strategies are made for each company.
- If you want a solid ally to upgrade your brand management, count on Portugal!
- For campaigns in favor of better brand positioning, our team of influencers is prepared to serve the most diverse audiences.
