What is Branding?

1. MAY 13, 2020 BY DIGITAL SKY What is Branding & How it Influences the buying behavior? “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for a brand is a trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” Ref: American Marketing Association.   Brands are so much more than just a name or a logo. Brands are essentially the set of associations that they form in the minds of target consumers. The name, symbols, taglines and design are mere representations of these associations. Brands is a very powerful term & it often drives the choices that consumer makes, gives confidence to consumers about their choice and also assures the security/value towards the brand.   Take an instance of bottle water and the first name comes to our mind is Bisleri though there are various other brands available like Aquafina, Also when we think of Instant noodles and first name comes to our mind is Maggi though there are few other brands available in the market as well like Yipee noodles, Why is it like that it’s because these brands have occupied our mindshare over decades and have developed their brand recall value over time. Is it necessary to BRAND? Yes, very much due to three major reasons :   1.) Due to increasing competition where people have too many choices available and most competitors have similar offerings. 2.) Buyers are more informed and aware than before.

2. 3.) Exponentially changing buying behavior and Pattern.   It’s very important for upcoming Startup or existing companies in the market to brand their companies over a period of time to sustain, acquire more Stake in the market and Influence the buyer at the decision stage in subtle or Subconscious level.   It can be done over a period of time by crafting and positioning your brand identity in a certain way using Brand elements/branding patterns, etc., which can influence the stakeholders of the organization.   Frequently Asked Questions related to branding by Branding agency Ahmedabad : 1.) My business isn’t big enough for branding: Branding term sounds heavy and when we talk about it we generally think of well known / famous brands which are overwhelming and sound unrealistic when we compare our own brand along with it and business owners / Marketing managers think that Spendings for branding may not be for their business due to size / turnover of the business but that’s not true because Its an ongoing activity & branding helps firm identity to grow stronger and better, it builds a positive brand image and also influences the buyer’s decision at the consideration / purchase stage.   2.) Do I have to spend a lot for branding my company : Firstly Branding isn’t only about Logo design / corporate identity or company designs but moreover its a process of conducting activities which can develop Valued company standards which can develop a strong Brand Identity and brand recall value and it does not need to be expensive all the time though It depends on the marketing budget and understanding the need gap between the brand identity and brand image.   3.) Are branding activities similar to marketing? Branding activities are done to create Image, identity of Firm / Product in a way that reinforces the brand values and establish a brand communication to your stake holders. A brand is formed through a series of experiences, It’s a virtual process which is formed in the mind and then reinforced at all points of contact. Branding is a chapter of marketing ideally through marketing activities comes after a series of branding activities are done. Marketing activities are done with an ideology of Promoting / engaging your customers.   4.) Does branding improve Conversions? In the long term YES! A continuous efforts to fill the need gap between brand image ( you create with designs / communications ) and brand identity ( what is actually perceived by the customer ) . It does improve conversions as brand value gets formed which results in influencing the mindset of the consumer at the decision stage. It also creates a strong communication between the buyer and the brand.  

3. Five elements of BRANDING : These elements are important to brainstorm and strategize before any activities are initiated towards Branding. BRANDING keeping 4 P’s in place : A successful branding / marketing strategy cannot be devised before analyzing the 4 p’s theory, The 4P concept can help you in actually achieving the desired positioning for your product. These are the distinct factors that marketers can use to influence the desired audience.     Now after understanding the 4 P’s theory and Elements of Branding lets look at three.  

4. The 3 Types of BRANDING by Branding agency Ahmedabad : To build a brand and increase its perceived value in consumers’ minds, It’s necessary to influence them effectively. This can be done by understanding the model of three types of branding.   These are the different ways in which you can promote your brand and influence your customers. You can connect with them emotionally, you can promote your brand by stating its functional features, or you could just build a cultural association with your brand. There are three primary models off branding the rational model, the emotional model, and the cultural approach. RATIONAL BRANDING : This model can be used to brand the products / services based on the features / functions / attributes or benefits of the particular product.   Here, you establish the superiority of your product/service over other competitors by highlighting the difference in product performance and additional features. Where the Strategy revolves around the particular product.   Example 1 : Consider the fastest-selling Mobile brand Vivo has launched a model i.e Vivo S 1 in July 2019 and designed its communication and Ads signing Actress Sara Ali Khan as the brand ambassador and the Ads communicated based on Top features of Vivo S 1 I.E 32 MP Front Camera and the Mobile sleek and colorful design. This is an example of how Vivo used Rational branding as a model by promoting its top features / attributes. This ad gained a lot of impressions on its social media platforms like over 45 Million views on the youtube channel of Vivo within few months.  

5. All new vivo S1 with 32MP Sel?e Camera | #ItsMyStyle All new vivo S1 with 32MP Sel?e Camera | #ItsMyStyle   Example 2 : Consider a start-up called CRED, A application to handle all your credit cards from one app which allows you to pay your credit card bills & get CRED points, etc. Now they recently designed an Advertisement which is used with the Rational branding theory. Ads and communication talks about the features and attributes of CRED like you can pay all your credit card bills from one application, You get CRED points which can be utilized at their affiliated platforms and also on getting few points you can meet Celeb Artists affiliated with this program, etc. This ad gained impressions of 1.7 Lakh views on their youtube channel.   Welcome to CRED | ft. Jim Sarbh | The Explainer Welcome to CRED | ft. Jim Sarbh | The Explainer   The only drawback of this kind of branding is this creates a short term impact on your customers and when they get better features / benefits they might shift to another product, So it becomes essential for the brand to engage with the customers beyond the functional benefits.   EMOTIONAL BRANDING : This model is used to brand and promote a product / services using emotions such as happiness, sadness, anger, surprise, fear, pride, excitement, Amusement and more. It’s very essential for a brand to connect with its customers on an emotional

6. level which eventually increases brand loyalty for its customers.   Studies show that people rely on emotions, rather than information, to make brand decisions — and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.   Example 1 : As we discussed about Vivo S 1 used Rational branding to promote its product which was targeted for age group 18-25 & used its 32 MP camera as its USP in its communications, though Vivo has diversified products such as Vivo 17 pro which was launched a month later and Famous Actor Aamir khan is the ambassador for the model and the communication along with an Advertisement used emotional ( Pride ) branding as the theory to promote the particular model. Where the actor reaches late due to work at the amusement park with his daughter and the park closes though he manages somehow to get the park open for him and his daughter especially for some time and he uses “VIVO 17” to capture pictures which are very valuable and this gives him lot of Pride. This is the right example of Emotional branding where the emotion of Pride and excitement is shown for the association with the targeted consumers of Age group 30-50. This ad gained impressive views on Vivo youtube channel i.e more than 35 Million.   Light up the night with #vivoV17Pro Light up the night with #vivoV17Pro   Example 2 : The famous instant noodle brand Maggi does Strategises it’s branding holistically using various branding models though we talk about this commercial ad and communications they designed to trigger emotions attached between Mom & daughter, Here Pooja’s family makes Maggi whenever they want to eat something special. The moms Maggi hashtag relates too many more mothers like Pooja’s.   Using this campaign, Maggi wanted to connect with its customers on an emotional level. Customers could instantly relate to it and Maggi succeeded with its emotional branding strategy. This ad gained a lot of impressions of more than 13 Million on its youtube channel.  

7. New MAGGI Ad 2015 | Khushiyon Ki Recipe | #MomsMAGGI New MAGGI Ad 2015 | Khushiyon Ki Recipe | #MomsMAGGI   Likewise, every brand needs to change its branding strategy from time to time to develop top recall value &Failing to keep updating its branding strategies, it will fail to catch up with its competitors.   CULTURAL BRANDING : The cultural branding aspect makes customers pursue brands as icons. It creates a sense of community or routed culture within its consumers and enables a brand to provide an experience to its consumers that is supported by the entire brand infrastructure and ecosystem. Culture acts as an influencer on consumer behavior, Branding off this form requires companies to project themselves as changing agents / Motivate the mass to break the monotony and Move out of the comfort zone.   For example 1: Nike’s Ad of Da da ding Campaign   Nike: Da Da Ding - Wieden+Kennedy, Delhi Nike: Da Da Ding - Wieden+Kennedy, Delhi   Which promotes the deep routed culture of Feminism, Nike focuses on inspiring women to play sports and feel equally talented and feel the inculcated Indian culture. This campaign hits the right pain points which are trending all time about

8. Feminism.   For example 2 : Coca Cola Ad during world war 2     This ad was used during world war II. Coke branded this ad projecting this ad as a friendly refreshment drink. It conveyed that during the war when soldiers met, they had friendly, home-like moments with coke. This is a classic example of Cultural branding. If you want to do BRANDING for your Business or Products or Services? Then go with a branding agency ahmedabad & Get Free Quote. UNDERSTANDING BRAND POSITIONING WITH MASLOW’S HIERARCHY OF NEEDS The Maslow’s hierarchy of needs is one such framework that comprises a 5-layer model of human needs. This framework has been utilized extensively by marketers over years to understand the need gaps that exist in the market and position their

9. brands accordingly. I have done an analysis of these brands and have identified how Brands have Positioned to develop the motivation among their consumers and drive them to associate.   Check this link to the youtube page to understand it better : FOGG DEO AD : ( This brand focuses to acquire a large set of consumers who wants to buy deodorant with perfume and thus Ad is designed with an Appeal and brand’s positioning at Physiological needs )   FOGG New Ad Full collection(2018-june) | Udega Nahi Rahega | Angira Dhar FOGG New Ad Full collection(2018-june) | Udega Nahi Rahega | Angira Dhar   MAAZA AD : ( This brand focuses to acquire a larger set of consumers with modesty whose looking for a cold drink especially Mango drink and a Celebrity association with the brand again focuses on Appeal and brand’s positioning at Physiological needs )  

10. Dil Jhoome with Maaza / AR Rahman (Full Version) Dil Jhoome with Maaza / AR Rahman (Full Version)   WATER.ORG AD : ( As this brand is an NGO working for poor and needy people to get access to clean drinking water across the most vulnerable communities in the world this brand emphasizes to position itself at physiological needs )   The Power of Water The Power of Water   LIC AD :( The straight forward point of Life security and Emotions attached with Life, This brand positions itself beautifully at Safety Needs )  

11. 5 Top Emotional Ads of LIC | LIC Ads Part-1| Sabse Pehle Insurance | LIC Advertisem 5 Top Emotional Ads of LIC | LIC Ads Part-1| Sabse Pehle Insurance | LIC Advertisem… …   SENSODYNE AD : ( The sensitivity issues is a common problem among a large group of people and this brand utilizes the cause and solves it by branding a toothpaste which can resolve the issue of Sensitivity and focuses on Safety of tooth care to position itself )   Sensodyne TVC: Dr. Bhawna Suri, English, 30 seconds. Sensodyne TVC: Dr. Bhawna Suri, English, 30 seconds.   CORNETTO AD : ( Friendship, love & affection comes on the third position in Maslow’s Hierarchy and Cornetto ice cream brands its product to be shared by the loved ones and positions the brand at Belongingness and love needs )  

12. Cornetto – Alia starts her Love Story Cornetto – Alia starts her Love Story   MAGGI AD : ( Maggi positions at the third position in the Hierarchy )   Meri MAGGI Meri Masti – Slurp TVC Meri MAGGI Meri Masti – Slurp TVC   DOVE AD : ( Campaign focuses on the inner beauty and a great point I.e “ Others see you more beautiful than you see your self, It straight focuses on the self- esteem and Pride )  

13. Dove Real Beauty Sketches | You’re more beautiful than you think (3mins) Dove Real Beauty Sketches | You’re more beautiful than you think (3mins)   NIKE AD : ( This is a classic example of achieving pride, prestige and thinking out of the box and strong cultural association Brand positions at fourth in the Hierarchy )   Nike: Da Da Ding - Wieden+Kennedy, Delhi Nike: Da Da Ding - Wieden+Kennedy, Delhi   INDIAN ARMY : ( The unusual working culture of serving the country and doing what others don’t do, Indian Army brand positions at the top of the hierarchy )  

14. Indian Army Ads Compilation Indian Army Ads Compilation   CONCLUSION : A continuous effort to brand the organization / product keeping Stake holders at the top of order using top techniques can result in Great Reputation, Strong association with consumers, an Increase in the conversions and overall stronger Brand Equity with using corporate identity design agency.     CORPORATE IDENTITY BRANDING AGENCY AHMEDABAD, CORPORATE IDENTITY DESIGN, CORPORATE IDENTITY DESIGN AGENCY, DIGITAL MARKETING, DIGITAL SKY 360, GRAPHIC DESIGN COMPANY IN AHMEDABAD, WHAT IS BRANDING Author : Abhishek Trivedi Founder & MD @ Digital Sky 360 PG- Digital Marketing & Communications | MICA Content Marketer | Google Analytics certified | Google Ads certified | Facebook certified Who We Are What we do Sectors We Serve Blog Careers Contact Get Quote Digital Sky 360 Our Services Connect With Us   801, Atlanta Tower, Near Panchvati Cross Roads, Off C G Road, Ahmedbad – 380007 Gujarat, India Corporate Identity Social Media Marketing Content Marketing 07948916563 08511703090 Give us a Call Search Engine Marketing Website Design & Development info@digitalsky3 60.com Send us an Email Search Engine Optimization

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