Branding

WHAT IS BRANDING?

A brand can take many forms, including a name, sign, symbol,color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. The word brand has continued to evolve to encompass identity, it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you. 

Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer.

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogan's, and colors. For example, Pixie Lott has been successful at branding with her particular style of clothing and own brand in the Lypsy London shop www.lipsy.co.uk/PixieLott. 

This is and example of Pixie Lotts brand image as she is not only a singer but a successful business woman who has her own exclusive range of clothing within the Lipsy London shop. Customers benefit the fact of feeling fashionable because Pixie Lott is a big fashion icon in the UK.  

This is a great example of branding as this is the poster advertising Pixie Lott's clothing range at Lipsy London clothes shop. 

Lauren