A1 Principles of branding
Unit 28: Branding
Branding is the process of creating an identity, recognition and positive customer perceptions for a firm and its products. Brands may use characteristic names, symbols or shapes to help consumers distinguish their products from rivals.
The principles of branding are the guidelines that firms should follow to build effective brands. These include;
Understanding the target market
Develop a USP
Decide on brand purpose, values, personality and positioning.
Create a visual identity (logo, images, slogans, colour schemes, fonts etc)
Create a brand strategy
Continuous review
Maintain good customer relationships
