Branding
In the ever increasingly competitive business environment in the UAE, it’s no longer enough to have the best products; companies need to be visible in the market with tools such as Dubai exhibition stands one of the means by which companies can market themselves to prospective clients. The image of the company has to be portrayed, and that’s where branding comes in. Companies such as Driving Growth in the UAE can help businesses develop their branding to be more visible to the market.
What is a Brand?
Branding is what clients recognize a business as being, through logos, business style, physical elements – uniforms, business cards, facilities – through to its advertising and marketing methods. Whilst the physical elements mentioned above are the most visible and therefore very important, the other, more intangible, elements are of equal importance and relevance.
Different Types
There is certainly no one-size-fits-all approach to effective branding. If McDonald’s, for example, were to use the same branding strategy as Ford Motors, it is unlikely they would be appealing to their target group. There are therefore a number of different branding strategies that should be be considered.
Attitude
Attitude branding, particularly popular amongst sportswear companies such as Nike, Adidas and Under Armour, are based on appealing to the feeling of the product rather than its physical attributes. Just Do It; Impossible is Nothing;I will, being the mottos of the three companies mentioned above.
Symbolic
Similar to, but appealing to a different set of emotions, are symbolic brands, often used in banking and insurance. They focus on things like security and prudence.
Functional
Not all products or services appeal to our emotions, some are simply things we need. These types of brands are called functional brands, and focus on what the product does, its price, features etc.
Individual
Individual branding, a strategy often used in the soft drinks and alcohol industry, is where a company will brand its range of products individually rather than across the range. This allows them to focus on different markets for different products in their range.
Own
A final type of branding is own label branding. This is particularly popular amongst supermarkets and specialist shops selling small volumes such as beauty products. The company name and logo are used for the packaging of products rather then the manufacturer’s.
As can be seen above, there are a number of options available when choosing what type of branding a business wants for its products.
If you would like to know how Driving Growth can help your business develop its brand more effectively, contact Driving Growth.
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