Good Brand Qualities

1.4. THE OBJECTIVES OF A GOOD BRAND

• Delivers the message clearly

• Confirms your credibility

• Connects your target prospects emotionally

• Motivates the buyer

• Concretes User Loyalty

To succeed in branding one must understand the needs and wants of ones customers and prospects. One does this by integrating brand strategies through ones company at every point of public contact. Brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot6.A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your

ESSENTIALS OF A GOOD BRAND NAME In order to access the branding potential of an existing or proposed name, it may be worthwhile to consider a few qualities required for an effective brand name.

The following are the qualities of a good brand name.

1. Brand name has to be easy to pronounce. Ex: RIN, LIRIL.

2. Easy to read and understand. Easy to remember and recall

3. It has to be short and crisp. The name design selected for branding must be distinctive.

4. The brand mark or design should be attractive to

RESPONSIBILITIES OF BRAND MANAGER

The survival and growth of any company largely depends on the dynamism and pro-activeness of the brand manager. Brand Managers" often carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute.

The following are the responsibilities of a brand manager.

1. To build and manage the product mix and product line.

2. To craft long-range competitive strategy for the brands.

3. To work in unison with advertising agencies.

4. To gather continuous information on the brands performance, customer attitudes, dealer attitudes, brand loyalty of customers.

5. To develop competitive brand positioning strategies.

6. To use packaging and branding as effective marketing tools.

7. To manage brand life cycle effectively.

8. To carry out product innovations.

9. To prepare strategies for product planning and development for existing brand and for new brands.

10. To create and to manage brand equity.

11. To take branding decisions effectively.

12. To develop different brands to different market segments.

13. To adopt brand relaunching and repositioning as and when required by market