The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
A brand is an experience or an association with a product, service or entity. It speaks of the performance promised by the product of a company.
A new product in the market is like a new entity in the family. People view it with suspicion & inquisitiveness. With time, the product gets into our life & become a part & parcel of us. Slowly, we tend to forget that it’s just a product & become emotionally bonded to it. This is the point when a brand takes birth!! Brand signifies the identity of the product in the minds of its consumers.
The market is cluttered with diverse products & services offered by various companies. In such a situation, it is tough for an individual to keep a track of all the products. So, it’s very necessary to market your product/service at the right place, at the right time & to the right person. How will people buy products and services if they are not aware of their existence? This is where advertising agency takes on its role of promoting products and services. Their aim is to represent your products and services before customers in such a way that a positive image is created in their minds.
Creating brand image means building a perception of your product’s personality in the consumers’ mind. It is the promise of service; of delivery; of togetherness. No product or company becomes a brand from the very first day of its launch. Like any other relationship, it also requires time & is built on the basis of trust.
Brand image can be reinforced by brand communications such as packaging, advertising, promotion, customer service, word-of-mouth and other aspects of the brand experience.
An advertising agency does the job of introducing your products & services to the customers. It creates eye-grabbing and attractive ad campaigns to persuade customers to buy your products. This necessitates a thorough study of the product & the market. It is also requisite to invest time & money in researching, defining, and building your brand. After all, your brand is the source of assurance to your consumer. It’s the foundation of your marketing communication & you can not do without it! Developing a strategy for your brand is one of the most important & tough job in the hands of an advertising agency.
A strong brand halo makes consumers more likely to trust a company's claims and try its products. Your brand resides within the hearts and minds of your customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
The future of your product is in your hand… you can either make it or break it!!
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