The word branding is not a relatively new business concept. For more than three of four decades ago marketing experts Michael Baker wrote an introductory text on the importance of brand and branding, what is new is the degree of attention and sophistication it has evolve over the years.
Obviously, this has to do with the trends of increase mental behaviour in our individual homes and in commercial areas, which make it problematic for individuals to get across the dissemination of information concerning their products. Invariably, brand names now quickly become the foundation for most critical problems business decision.
A marketing expert, Mr. John Odeh said, “branding is the sum total of what ever a company or an idea represent.” For most part of it, branding is as simple as consistently adhering to good quality products.
In recent time, Nigeria show case herself with her most popular brands of all seasons, her super brand indeed, for a few of them branding is not about getting your prospects to see you as the one that provides a solution to their problems.
While, a brand is the uniqueness a perceives of an organization or ideas, there is a connection between a brand name “identity” brand (perception) and brand reputation (respect). All strong brands depend on more than anything else, it’s reputation. In as much as co-operate executive try to build a good brand, they ought to be mindful of co-operate reputation also. In essence, good reputation account for good brand.
However, for obvious reason, Nigeria entrepreneurs are quick at building strong brands to their advantage only to allow them crumble in no distance time, for lack of brand management skill, I have to admit I used to buy U.A.C. galva sausage until Leventis meaty came along.
The experience was always positive and I always had the feeling of that tasty snack with pure beef filling. But where did Gala go wrong? Gala lost it’s unique positioning in the heat of competition. Apart from the sudden change of wrap (which I think) it is not highly presentable, the meat sausage in it has also depreciated.
The company failed to understand that branding transcent putting on new apparel. The problems associated with many of these big brand names is that they do not normally have a focus on the outcome of their project marketing mix. For instance there are some inscriptions on the premises of big companies which reads; “cars are parked at owners risk.” Sometimes you will be surprise to see some bank officials raining indecent words on customers or even some lousy school proprietors disrespectfully addressing parents of the kids who invest a lot of money in their schools. How many times have I queued for long hours at P.H.C.N service provider only to be told that their computer is not functioning in the case of the latter, their monopoly of power generation had been the bane of epileptic power supply.
These are all negative branding and poor reputation at work. It has become a part of us on daily basics. It changes the concept of way customers evaluate us. Corporate bodies should pay great attention to their messages spoken written words do the talking for our business. So it’s worth investigating in the best copy we can adopt. Unprofessionally written communication and marketing materials can actively work negatively, suggesting that things you see are not actually what you bargain for.
Instead of the robot catch phases “car are parked at owners risks” why not try something like “make sure vehicles are protected from car theft, we don’t have the time looking for stolen vehicles.” Our economic of scale had been bathered by the wrong use of words. They hinder our economic growth, but words carefully utilized produce economic prosperity.
On the other hand, let us drink from the wisdom fountain of one of the finest minds in brand and marketing mix. Gordon cook avigator vega school of brand communication, South Africa. The days of budgeting millions into advertising campaign of titanic proportions in the hope of buying brand equity is systematically cading.
Brand custodians are realizing that to rely only on the obvious, such as classical media is both lazy and dangerous. Existing brand contact points could be sabotaging messages emitted in mainstream media. A case in point word of mouth, spread by employees and other stakeholders is probably the most powerful communication medium with the most profound impact in the majority of industrial sector, staff, their families and friends can also be powerful advocates or sabotours of brands. The domino effect is terrific, especially if the company does not manage the dissemination of information.
Most of the big super stories these days are striking a brand contest mix that gets attention, cuts through the clutter and make an impression on the selected tagged audience, some view of media is a broad one, incorporating both traditional and alternative, off line and online internal and external online encompasses interactive media, including the internal but also devices such as touch screens and vendning machines. Then there is a range of unexpected alternative media, such as lifts toilets escalator belt. The mind is the limit. They constantly motivate their workers with financial incentives to enable them come up with innovative ideas.
There is far more scope for brand building initiatives. If organization are flexible enough to explore other opportunities. Lufftansa, the best airline in the world today, emphasizes on one main contact point, the dress and respects of its cabin staff. Spending huge portion of budget on the best safest flying airplane in the world. That is what makes the brand superior. If you fly a lufftansa, the differences is clear.
Another significant trend which is more global is the demand that whatever medium is selected, it has to work harder than ever before. This phenomenon pertly explains the hype around interactive media. Infact, interactive media are not overhyped, if done properly they build life line relationship. Amazon communication is a prime example of using database information for proactive marketing.
The prevalence of point of purchase decision making raises an obvious question, why spend millions on television advertising it consumers decide at point of purchase?
