Let us discuss through cases how to marketers build strong brands. This cannot be taken up as classroom text. So you need to be very observant now. Wherever you go, whatever you wear or eat have a close watch on the brand? Always keep a track of the strategies by companies whenever you go to market to purchase anything.
To be a good brand person you need to have open eyes and open mind always.
Start with a Quality Product – To build a strong brand you must start with a quality product that delivers superior performance. All strong brands absolutely demand a superior product or service. High quality is a prerequisite to entry so don’t think just high quality is enough to set your brand apart from the competition.
Identify your Brand’s Singular Distinction, Define your Message, and Position Your Brand Properly in the Marketplace – Once you have a high quality product, then you must decide upon the singular distinction for your product that is most important to your target market. Are you first, best, fastest, or most luxurious in your category? If so, then you may have found your point of singular distinction. You should put a lot of thought into choosing your brand’s singular distinction as it will reinforce your singular distinction in your market’s mind in some way.
Your brand must make people feel better, be faster, do something much better, or deliver a perceived quality of lifestyle much higher than competitive brands. Take the time to understand your category and then position your brand in some manner that makes it very distinctive within the category.
