Running Head: Advantages of Strong Brand 1

Sangita Sah

Westcliff University

Presidential Business School

BUS613 Strategic Brand management

Saurav Raj Verma

Abstract

This paper includes the elaboration of branding and talks about advantages of strong branding for

a business. It also involves the role of marketing communication to build up the brand and

further it elaborates the brand extensions and its benefit for the successful business.
Advantages of Strong Brand 3

Introduction

A brand identity is one of the most efficient way any company can able to achieve a competitive

edge in an increasingly crowded market. Visible element s of brand is brand identity which

includes color, design and logo of brand. Through, Brand Companies and corporations present

themselves to the public and aware about the business in the mind of customers. Brand identity

includes various elements such as,

 Logo

 Different logo variations

 Key brand colors

 Typefaces

 Typographic treatments

 Style guide

Brand benefits to the company

Branding is very important to a company because it makes the overall impact on our company.

Branding can create value and it also change the perception of people towards brand, it can run

new organizations and companies and can expand brand awareness. Some advantages of brand

are mentioned below:

Branding gets recognition

Branding is most important to a company because it is the way a company gets recognition in the

market and get to known to the customers. Branding most essential element is logo as it is the

face of the company.

Branding increases business value

Whenever, an entrepreneur is trying to run a business for long run, branding plays vital role

because strongly established brand can increase the value of business by offering the company

leverage in the industry. This makes it an additionally investment opportunity as its strongly

established place in the market.

Branding generates new customers

Strong branding creates positive impression of the organization amongst customers, and they are

actually interested to do business because the impression of brand creates the familiarity and

trust of the customers. Once a brand established strongly in the market, word of mouth will be

the company’s effective and best advertising technique.

Improves employee pride and satisfaction

Employees who are working for a well- established branded company and are strongly stands

behind the brand, seem to be more satisfied with their work and also feel pride in the job they do.

Working in reputed branded company help the employees in high regard amongst the public and

having branded office will be more enjoyable and they will be more belonging to the

company[ CITATION ELI15 \l 1033 ].

Role of marketing communication to enhance brand

In the market, marketing communication plays vital role in building brand. Mass media

advertising, public relations, ales promotion, personal selling and publicity are the most

important communication tools which marketers use to address the problem of communication

that brand faces in the market and also as a promotion of product. Nowadays, new
Advantages of Strong Brand 5

communication tools are emerging day by day and these tools have given potential opportunities

for the brand to connect with their target audiences. In marketing, communication has a great

role, it enables a back and forth interaction between the consumer and the brand[ CITATION Ema17

\l 1033 ]. Marketing communication has help brands and companies to present themselves to their

target customers. Some of the roles of marketing communication to enhance brand are given

below:

 Provide encouragement or relief either promptly to an exchange or, more commonly, post

purchases. It helps to maintain present consumers and enhance profitability.

 Marketing communication can operate as a differentiation, especially in markets where

there is little to isolate competing products and brands.

 Offer methods of exchange itself, for instance, communication for entertainment, for

potential solutions and ideas for instruction and self-esteem.

 Communication can also role as a methods of perpetuating and transferring values and

culture to various parts of networks.

The well planning of a communication can create effective image for example, mineral water.

Marketing communication through promotion tools gives both information and persuasion basis

to target customers. Therefore, it acts as a stimulus which may trigger the decision making

process and also helps in the making of informed decision.

Brand extension

Brand extension can be called as strategy which is generally used in marketing. A company

having strong brand in the market with pre- defined image usually uses the same brand name a

different product category in the market. By using the existing brand name to new product
Advantages of Strong Brand 6

category can easily reach to the market. After all, the market is previously aware about the

existing product which is associated with the brand so, the new product will easily reach to the

customers[ CITATION Hit19 \l 1033 ]. Benefits of brand extensions for the successful business are

given below:

 New products can be easily accepted by the customer.

 Already customer will be known about the existing products which are linked to the

particular brand. Customer’s perceived risk relating to the brand will be decreased.

 Brand image will be increased as brand image is the customer’s priority about the brand.

 Best brand name will be increase the interest of customers

 Cost of advertising, selling and promoting will be decreased as the brand is already

established in the market.

 Market coverage will be expanded as the entry of new customers will take place.

 Perception about brand can be strengthened in the mind of customers.

 The brand extensions will be helpful in fighting with against its customers.

Jeep can be taken as an example of brand extension as it is well- established automobile

brand which is connected with an outdoorsy lifestyle. Further, the company used the same

brand image as a base to expand its offering to a range of products that involves clothing,

knives, tents, bicycle, baby stroller and many more.

References

Bhasin, H. (2019, December 17). What is Brand extension? Retrieved from

https://www.marketing91.com/brand-extension/

Marques, E. B. (2017). Building Successful Brands Through Marketing Communications.

Retrieved from

https://repositorio.ucp.pt/bitstream/10400.14/23608/1/EmanuelaMarques_TFM_2017.pdf

P, R. (n.d.). Marketing Communication. Retrieved from

http://www.economicsdiscussion.net/marketing-2/marketing-communication-meaning-purpose-

role-process-and-strategies/31623

SMITHSON, E. (2015, october 14). What Is Branding And Why Is It Important For Your

Business? Retrieved from https://www.brandingmag.com/2015/10/14/what-is-branding-and-

why-is-it-important-for-your-business/