THE REALITIES ABOUT POULTRY The Modern Farm - The Realities About Poultry_Seco | Page 142
The process of building a brand.
A strategy used to differentiate products and companies and to build economic value for both
consumers and brand owners.
In simple terms branding is where an organization uses a name, phrase, design, symbols, or
combination of these to identify its products and distinguish them from other products on market.
Benefits of Branding to the Poultry Farmer
Companies (including poultry farms) all over the world invest millions in the development and
protection of their brands. A strong brand is seen as key to commercial success, providing some of
the following benefits:
Promotes a good public image: Promotion of a good public image and reputation of the
enterprise is easily attained as a result of branding. This makes it easy for the poultry farmer to
easily implement new business ideas which increases the prospects of business success and
enables the organization enjoy a competitive advantage.
Increases an organization’s level of competitiveness: Business organizations are able to out-
compete their competitors by relying on branding. Businesses often use their brand names for
competitiveness. No wonder large organizations swear by the power of their brands. They fight
tooth and nail to raise the status of their brands and are determined that nothing should affect
the power of their brands. By so doing, they are in position to easily beat off the competition.
Establishes brand and customer loyalty: Over time and with continued use, consumers learn
to trust certain brands. Many people (or customers) become loyal to certain brands (or products)
in much the same way that many likely have become loyal to. They hardly consider switching
brands and, in some cases feel a strong affinity (attachment) to particular brands. They have a
perception of a product which satisfies their needs. This explains why the demand for Colgate is
many times higher than that of any other type of (or brand) of toothpaste on market.
Facilitates product positioning: Branding positions the product in the minds of its target
customers. This is because branding promotes consumer loyalty. This means consumers will be
determined to pay a higher premium (or price) for a branded commodity regardless of whether
such a commodity has cheaper substitutes on market. This results into creation of repeat
business for the manufacturer and an eventual increase in sales.
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