A branding can be classified based on the main branding elements which are used by the companies, additionally, we should look at the branding elements separately, because it is complicated to define, what does the brand is. Moreover, we will look closer at approaches, how the elements should be executed in order to achieve successful and competitive branding. Branding elements are used as an attributes in order to create a particular associations in customers’ minds. A successful brand will show, communicate and deliver a benefit of its services and company in general towards customers, partners and owners through those elements. Nevertheless also the internal branding elements are important, because companies have to be proud of their values,
Moreover, the differentiation loyalty may impulse the customer to purchase products in higher price/quantity or select exclusive products with higher quality (Reichheld, 1996). The similar explanation is provided by Bolton et al. (2000) who states that superstores develop more superior services along with extra value and in this way stores distract the attention of customers
Entrepreneurs must love, enjoy and take seriously what they are doing, what they gain out their business, in the form personal satisfaction, financial gain and enjoyment will be the sum of what they put in. They themselves must take their business seriously or no one else will. Everything should be planned especially money, a business map must be developed to take the business from point to point and as a yard stick to measure the success and watch the rate of success. The entrepreneurs must ask for the sale, marketing regardless of how clever it is pointless without asking for the business. Successful entrepreneurs focus on and know the customer.
They should be able to offer a combination of quality, reliability, availability and low price. The most winning strategy for branding is “define a target audience and direct a superior offering (vs. competitor) at that target market.” The brand managers are today facing the twin challenges of localization versus globalization and individualization versus homogenization. They should be very sensitive to the environment while taking decision about whether, when, where and how to globalize or localize the brand. The most distinctive skill required in a brand manger is to create, maintain, protect and enhance its brands. He should be able to create a product difference, real or symbolic.
Such behavior is also affected by the design of the shopping center and visual and audial aspects (Budisantoso and Mizerski, 2010). This study also stresses that shopping centers influence consumers who show hedonic purchasing behavior and that businesses should be aware of that. Levels of color usage affect individuals both in the imaginary and hedonic sense; while warm colors like red and yellow stimulate to act, and cold colors like blue and green cause the individuals to think and wait more. Besides, music in stores, the sound in them, noise and the level of temperature are other aspects influencing consumer behavior. Customer satisfaction is a good estimator for future purchasing behavior of consumers (Carpenter et al., 2005).
Brand leaders are involved in the management of their brand which involves planning, implementing and monitoring brand strategies that enhances the successful marketing of products or services (Priyadharsini, 2013). Management skills are a secondary function of brand leadership. A brand needs good leadership if it is to succeed, which is why the role of the brand leader is important. The brand leader spends time ensuring that strong relationships are built within the organization and that employees understand the brand purpose. Brand leaders are transformational in the sense that they motivate employees and define and communicate the future of the brand effectively.
When you are branded according to these criteria and you commit yourself to act accordingly, your brand will be strong, you will distinguish yourself from the crowd, and your target audience will understand your brand much better. Building an authentic Personal Brand is a journey and an evolutionary and organic process. It starts with determining who you are at your core authentic self, which is based on your dream, vision, mission, life philosophy, values, key roles, identity, self-knowledge, and self-awareness, rather than inventing a Personal Brand that doesn’t reflect your true self. With an authentic Personal Brand, your strongest characteristics, attributes, and values can separate you from the crowd. Without this, you look just like everyone
Company leaders first need to establish their brand attributes and determine the implications for interaction with customers across all touch points. Companies also need to determine how different customer tiers – from steadfast and highly profitable segments to occasional shoppers – are to be treated. That means training employees thoroughly, steering customers to the appropriate channel, and satisfying customers so well that they become advocates. Establishing a sound CRM foundation is essential for any industry intending to implement a loyalty program – since success depends on achieving a complete view of the customer. This is true for business-to-consumer industries, such as travel, hospitality, and wireless services – as well as for business-tobusiness industries, such as construction and energy, where loyalty programs are becoming increasingly relevant to enhance customer relationships.
It is a promotional tool to your business and all you need to do is put its aside your business and start promoting. A logo is the first thing that attracts people towards your company and therefore no one can deny the importance of a good business logo design in effectual promotion of a company. Due to this shifting lifestyle, business enterprises now-a-days
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers (Business dictionary.com). Branding precede and underlie any marketing effort, it is not push but pull. Branding is the essential true value of an organization, product, or service. It communicates the characteristics, values, and attributes that clear view of what this particular brand. Kapfere (2001), describe branding can be a subjective term where no one is talking about precisely the same thing.