Brand-building

Interesting fact: “The art of marketing is the art of brand building. If you are not a brand, you are a commodity.”

Philip Kotler, established authority in modern marketing

Brand-building, or branding, is the process of brand forming, which may take years to complete. Making a brand out of a trade mark is a laborious process that requires patience and investments. When the trademark becomes a brand, the success pays for all efforts a hundredfold.

Branding incorporates a number of sequential processes:

1. Corporate mission determination and goal setting:

• Future brand mission building
• Setting of goals to achieve: what qualities the brand should have and what it should convey to the consumer
• Definition of brand efficiency criteria

2. Planning:

• Analysis of resources available at the moment
• Team appointment
• Computation of Timing

3. Evaluation of current trade mark position:

• Audience awareness analysis
• Loyalty level and reputation
• Difference between real and desired state

4. Marketing research:

• Demand and supply analysis
• Investigation of competitors
• Shaping of consumer profile and behavioral patterns

5. Search for brand essence

• Positioning, USP, mission
• Brand value
• Brand attributes

6. Brand-building strategy generation

7. Implementation of brand-building strategy

• Media planning
• Development of key communicatory messages
• Development of advertising and informative materials
• Distribution

8. Control and outcome monitoring

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