PR TIMES AFRICA PR TIMES AFRICA Magazine june 2015 | Page 31

WHAT IS
BRANDING
AND HOW IMPORTANT IS IT TO YOUR
MARKETING STRATEGY?
A
merican 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.
Therefore it makes sense to understand that
branding is not about getting your target
market to choose you over the competition,
but it is about getting your prospects to see
you as the only one that provides a solution
to their problem.
The objectives that a good brand will
achieve include:
· Delivers the message clearly
· Confirms your credibility
· Connects your target prospects
emotionally
· Motivates the buyer
PR TIMES AFRICA
VOL 1. JULY 2015
·
Concretes User Loyalty
To succeed in branding you must understand
the needs and wants of your customers and
prospects. You do this by integrating your
brand strategies through your company at
every point of public contact.
Your brand resides within the hearts and
minds of 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.
A strong brand is invaluable as the battle for
customers intensifies day by day. It's
important to spend time investing in
researching, defining, and building your
brand. After all your brand is the source of a
promise to your consumer. It's a foundational
piece in your marketing communication and
one you do not want to be without.
1ST EDITION
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