Why develop an image and a brand?
We buy a Product for the Value that it brings:
- Basic Value
- Usability Value
- Distribution Value
- Maintenance Value
- Image Value
A brand is a sign that allows us to distinguish the Products made or provided by an Enterprise from those of other Enterprises.
The brand can bring an image Value that can influence the consumer: it can bring prestige or trust. It can help with Customer loyalty. It encourages the Enterprise to guarantee the high quality of its new products, so as not to damage the Image and brand.
The brand can enable us to satisfy the top layers of Maslow's hierarchy of needs: social recognition, membership of a group.
In a certain number of areas, Customers sometimes buy a brand more than a Product.
But be careful, image can also become negative and a strong brand recognition may turn against it.
How do we develop a brand?
Numerous possibilities exist to develop a brand.
There are classic ways like advertising or retail outlets or visual identity or the quality of the service...
But there are also digital ways of developing a brand. Social networks represent an important vector to broadcast a brand.
The size of the Enterprise plays a considerable role on the investments regarding image, especially for "B to C".
How do we take care of a brand?
Managing one's brand requires dynamically monitoring and managing the social networks, to intervene rapidly in conversations between Internet users in which the brand is being severely criticized. Large enterprises acquire monitoring and intervention tools for social networks (e.g., Radian6), and teams to exploit the data and take part in forums.
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