Branding
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What do your potential customers and existing customers think about when they hear your company's name? Do they know your name at all? Branding is all about trying to create the right associations with your name and logo to influence customers. Using branding is less 'sell sell sell' and more an attempt to influence the way in which of your customers make decisions.
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One of the best ways to look at branding is to consider illustrations. What do you think about when I say the words, "Coca Cola"? Anything about 'holidays are coming' and a Santa riding along lighting up everybody's life? Or perhaps you remember the line 'you can't beat the real thing...always coca cola'. Coke has used a variety of core values to firmly associate Coke with the wholesome US family. Then lets think about "Diet Coke". Sexy, young people being refreshed from a soft drink. Oh, and if you haven't had a break this morning one already this morning, 11.30 might be a good time to start.
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Coke's marketing is all about making sure that at the point of purchase, people choose their brand over another. How do people purchase your product or service? Would they buy into your brand because they believe it's better? Remember, people buy because of what they believe and beliefs doesn't always reflect reality. It has been proved many times that people can't tell the difference between Coke and alternative brands. Could you charge a premium for your product or service by convincing customers to buy into your brand?