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Any organisation can benefit enormously by creating a brand that presents the company as distinctive, trusted, exciting, reliable or whichever attributes are appropriate to that business.
In different industry sectors the audiences, competitors, delivery and service aspects of branding may differ, but the basic principle of being clear about what you stand for always applies.
How brands are changing In the last few years the digital communications revolution has completely transformed this balance of control. Consumers can publish their experience of a brand and compare it with the experience of others.
The ability of a brand to respond to this can have a profound affect on the way they are perceived. The two brands that overtook it were indicative of the way the world has changed. At number one was Apple, and at number two — Google.
It happened because they developed revolutionary new services around those products — iTunes and the App Store. They thought very hard about their customer and what would make their life easier. Whilst Google has started to develop hardware products its brand is rooted in its incredibly popular search service.
Both those brands are resolutely customer-focussed, and great branding and responsive behaviour allowed them to build the right kinds of connections with the their customers to thrive.
Why do you need a brand? Branding can help you stand out from your competitors, add value to your offer and engage with your customers. Effective branding elevates a product or organisation from being just one commodity amongst many identical commodities, to become something with a unique character and promise.
It can create an emotional resonance in the minds of consumers who choose products and services using both emotional and pragmatic judgements.
The result is that the brand appears more premium, distinctive and perhaps even more daring than its competitors. Adding value People are generally willing to pay more for a branded product than they are for something which is largely unbranded.
And a brand can be extended through a whole range of offers too. Tesco, for example, began life as an economy supermarket and now sells a wide range of products, from furniture to insurance.
But a consistent application of the Tesco brand attributes, such as ease of access and low price, has allowed the business to move into new market sectors without changing its core brand identity.
This obviously adds value to the business, but consumers also see added value in the new services thanks to their existing associations with the Tesco brand. Of course, this can work in reverse too: Connecting with people Creating a connection with people is important for all organisations and a brand can embody attributes which consumers will feel drawn to.
By moving into music and film, Apple redefined what the company did and shifted its brand association to something that connects with larger numbers of people outside computing or creative community.
They continued this shift with introduction of the iPhone, iPad and App Store bringing portable computing and its software into mainstream consumer culture.Here are the top 25 Sales Manager profiles at Elton Group Of Companies on LinkedIn.
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