From Brand Awareness to Brand Establishment

Many companies proudly promote themselves as brands to their clients and advertising agencies. Unfortunately, not all of them have grown to the level of even product or brand.

By definition, the difference between a product, trade mark and the brand determines popularity, relevance and credibility. So, when  your company is positioned as a product in the minds of your customers then the most important aspects are product’s quality and its popularity.

Trademark has some qualities of the brand but does not get much credibility and popularity. Brand in its turn has a popular name and a very high level of trust and reputation. The presence of the registered mark still does not make you a brand, the presence of high-class popular product is also not yet brand, all components of the product and the TM together, plus a high level of trust, respect and fame – create the real brand.

Some time ago, along with a brand, a new definition was presented to the market this definition is the “love mark”. Time will show  if  it  will  survive or not. What is “love mark”? “Love mark” more than just a brand, while brand trusted for some reason (money, fame, popularity), “love mark” finds its buyers without a reason. “Love mark” is the lifestyle and love. An excellent example was given on presentation where “Love mark” was introduced — Yamaha motorcycles and Harley Davidson. Yamaha is the big brand you can trust it… But Harley Davidson sells because it has its own style, its growls 🙂 it’s cool, its love, life and other qualities are implied by themselves, but important  is love.

How to get the quota of trust and people’s love?

For years, giants of the global B2C industries have advertised on TV in the newspapers and other media. Huge budget allows them to buy celebrities to endorse and advertise, use the grandiose special effects and the small companies  lost hope. However, not many people understand that the advertising built on original interesting practical solutions works and doesn’t always require a lot of money. It certainly doesn’t  mean that you have to tear the agency and give them as little money, that the idea can only be killed!!! But it means that you do not need to be Nike to make a successful name in the footwear industry.

Today when everything changes fast, it is not so easy to find the consumer. To reach your aims, the exact mechanisms and actions are required.

Qualitative and not expensive results can be provided through online media. Undeniable online media is quite rapid and effective to generate the database and instant feedback from customers on a relatively small budgets. Usually, the target audience is young and they are able to experiment and try new things. These qualities are the ideal springboard for constructing high-quality brand. Social networks,  search engines, blogs, online shops and much more can become a runway for those who have not accumulated enough to use Michael Jordan in advertising.

What makes online media so attractive to young brand builders?

First of all, it is an opportunity to speak directly to your buyer. Direct communication with your customer gives great tools to build proper statistics and generate ideas to sell more effectively. Search engine analytic provides redundant information about competitors and the popularity of your product. Using online data helps you to succeed in dealing with your weaknesses and improve qualities of your advertising communication.

You should not be limited by online media if your product is designed for the offline audience but makes it clear advantage of this inexpensive and promising launch platform.

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