Branding Analysis Essay Example | Topics and Well Written Essays - 3000 words

Branding Analysis - Essay Example Consumers identify a brand's distinctive capabilities based on their perceptions that have themselves been created by the marketers over a period of time. A genuine brand is "the internalized sum of all the impressions received by the customers and consumers resulting in a distinctive position in their mind's eye based on perceived emotional and functional benefits" (Knapp). Attributes: Attributes are things that usually speak about the product. A brand usually conveys attributes of the product in order to inform existing customers and at the same time attract new potential customers. For example, the attributes of Raymond's suits are stylish, fashionable and modern and stitched of high quality premium clothing. Benefits: In order for a brand to be successful in the market, it is necessary that the product attributes eventually transform into both emotional and functional benefits of the same. If the same example of Raymond's suits which was mentioned above is considered attributes like style and fashion will transform into emotional benefits and the quality of clothing will transform into functional benefits. ... Values: Most of the brands associate some value with themselves. For example, the baseline of the brand Raymond - 'The Complete Man,' communicates a value proposition that the clothing makes a man complete and perfect. Culture: Brands also represent a certain culture. Even this aspect can be better explained with the same example of Raymond that we've been discussing all through. Raymond projects a culture of family bonding like father and son, husband and wife along with Indianness like respect for elders etc, in its advertisements. Personality: Brands communicate personality status. Raymond suggests that it is a brand for a man who cares for his family, society, and himself. User: Brands clearly state their user segments. Raymond is targeted at upper middle class and upper class customers. Brand Personality Brand personality is of immense importance to a firm. This is evident from the fact that most companies spend a lot of time, money and energy in brand building along with the brand's personality. It would be difficult for a company to imagine existence without the brand name and brand personality. For example, if a customer is asked to select one of two chocolates kept in front of him/her, one with the Cadbury's brand name on it visible and the other, also a Cadbury's but with the brand name hidden, the customer, in all probability selects the one with the Cadbury's name visible on it. This shows the importance of the brand name. Companies have to understand that brands and their personality mean a lot and are at the heart of any business activity. Hence, it is necessary that a firm has to exercise full control over its brands. It is often felt that most of the companies have a constrained perception about their brands. They tend to feel