Brand Story, Vision Mission Values, Target Audience Persona Creation, Brand Strategy, Brand Language-Voice-Tone Determination, Brand Communication Strategy, Rebranding, Sub-brand Positioning, Re-launch, Repositioning, Brand Architecture, Storytelling.
The first step in branding a newly developed product is to select a specific consumer segment as the “target audience.” Recognizing the target audience and researching their tendencies and preferences facilitates the next step, “positioning.” When positioning is done by considering the product qualities that the target audience values, the branding process accelerates; at this stage, the product’s main features are different from others, and the essential attributes are emphasized. Information about the aspects of the product that create value for consumers is then transformed into effective messages directed at the target audience. After selecting a logo and advertising slogans that reflect the brand’s personality, the “content marketing” method is used. The website created for the brand should contain attractive elements for consumers. The campaigns organized for the brand’s maturation should adapt to the qualities and preferences of the target audience. The process of building a brand is long and laborious. However, even small mistakes in quality or price can quickly erode the brand image.
Brand awareness is the likelihood that consumers identify the existence and presence of a company’s products or services; creating this awareness by a company is one of the essential steps to promoting the company’s goods and services. Brand awareness consists of both brand recognition and brand recall performance. Brand recognition is the ability of a customer to recognize a brand as a brand, having been exposed to it before. Brand awareness is not just a cognitive measure; it is associated with many valuable image dimensions. If a brand is known, everyone will likely understand it over time. Brand awareness is often associated with trust, reliability, high quality, proximity to people, quality/price ratio, accessibility, and traditional style.
Brand image is formed with the support of brand communication, as in the everyday aspects of packaging, advertising, promotion, consumer services, word-of-mouth, and brand experience. Brand image is often evoked by asking consumers about the first words/ideas that come to mind when a particular brand is mentioned (sometimes referred to as “top of mind”). Responses can be highly variable, occasionally meaningless, and irrelevant, indicating the absence of a strong brand image.
It is a concept that reveals the financial returns of the brand to businesses. It includes unassisted brand awareness, superior brand associations, perceived brand delivery against the most important consumer benefits, attitudinal loyalty to the brand, brand price sensitivity (as a measure of brand strength), brand vitality (as a measure of brand market momentum), perceptions of brand quality, perceptions of brand value, perceptions of brand accessibility, emotional attachment to the brand, brand distribution, brand market share, brand sales, and brand profitability, each of which determines the level of brand performance.
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