A brand is the image of a product or service that its consumer carries in his mind which may be same or different from the image of its company. Its the overall perception of a product or service which gets built from experience of its usage as well as how it has been projected by the marketing team. Brand Building is about generating & establishing awareness about a brand and promoting it through various medium using strategies and tactics. Brand building would also mean enhancing brand equity using advertising campaigns and promotional strategies. Improving the quality of the product or service also helps in brand building. Branding is crucial aspect of company because it is the visual voice of the company to its users.
Although, it seems modern, the practice of branding is thought to have begun with the ancient Egyptians and so has the term Branding taken from the practice of using the hot iron brand to burn the skin of their livestock to differentiate one person’s cattle’s from another’s by means of a distinctive symbol burned into the animal’s skin. Similarly, the same products made by different companies are differentiated by their different brand names.
Brand building is a process which can be initiated with a well thought of brand identity, helping create a strong brand image which goes a long way in consolidating the brand. UB Group adopts a unique method of establishing a Brand Identity which is identical to the perceived value of the product or service that the consumer is likely to develop. That’s why it emphasizes in improving the quality of the product and service while building the brand image in the minds of its users. After all, brand building comprises of creating value to consumers that how consumers feel, think and know about a brand.
Brand building strategies should be adopted accordingly which helps in creating and differentiating brand value and developing right impression for the company for which it truly stands. Depending on your brand building exercises, your brand may grow, remain stagnant or recede with time. So in brand cycle there is continuous need of bringing new strategies, events and activities that maintain the brand promise. Consumers are co-creators of brand so there preferences and demands should be meet and strategies should be designed by keeping consumers in mind. To create a unique and powerful brand there is need of time and consistency. So brand Building is an integral part of business development and involves various strategies and tactics over time.