THE REALITIES ABOUT POULTRY The Modern Farm - The Realities About Poultry_Seco | Page 143

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Brands are assets: Brands are also assets that can be protected by law through trademarks and
copyrights and thus constitute a unique ownership for an organization. On many occasions
organizations have to fight tooth and nail to keep their brands “pure.”
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People often associate the producer with the product: This not only promotes goodwill but
also enables the manufacturer win the confidence of customers leading to the creation of repeat
business. As a consequence, the business remains highly competitive.
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Facilitates recruitment: Attracting the right people and opportunities is possible with
branding. Many people will always like to associate with an organization that has a strong brand
name. In this way, organizations with strong brands find it so easy to attract the right people
during the process of recruitment. Consequently, this enables such firms remain competitive in
business.
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Promotes product standardization: Branded goods appear not only unique but also uniform
which makes them easy to recognize. In this way, it becomes extremely easy to sell such goods
leading to an increase in an organization’s volume of sales and a subsequent rise in the profit
margins.
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Facilitates value addition: Value addition is the addition of time, place and form utility to
meet the needs of customers. In other words, value addition involves figuring out what
consumers need, when they need it, and where they need it and then making it and providing it
to them. Arguably value addition is achieved through undertaking branding within an
organization. This promotes goodwill and brand loyalty resulting into repeat business.
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Facilitates post-sale follow-up: The manufacturer is able to effectively make a follow-up on
the promise of the brand or enterprise. This enables him or her carry out production in line with
the expectations of the market (or customers). In other words, the manufacturer remains loyal to
his or her customers and this enables him or her build goodwill thereby promoting good
business-buyer relations.
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Fosters retail leverage: In many countries, notably Uganda, large retailers have enormous
power when it comes to setting prices and dictating terms of purchase and sale.
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Branded goods are easy to promote and market: Branding facilitates promotional efforts
since the promotion of each branded product indirectly promotes all other items which are
branded in a similar manner. In this way, branding enables an entrepreneur in the manufacturing
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