Small Biz Articels .com - Small Business Articles
To bookmark this page click here in Explorer -OR-  press Ctrl and D in Netscape or Firefox   Email this page to friends   Your Favorites SearchMain Page 

Small Biz Articles » Advertising and Media » Advertising » Rate/Review - Recommend


The Power of Branding
Dan Trapp


The "holy grail" of marketing, the one word that conjurs
up images of mass audiences of customers driving unconciously to your product or service,
and a true gold mine if you can achieve it.

Is branding more than just good advertising? Does it control our thought process when making a decision?

I believe so.

Branding, from the point of view of the traditional meaning, would mean to make your mark
on something, much like ranchers would do with their cows. Back then branding was a forced procedure, an
unnatural but much needed by-product of protecting property. What ranchers may have realized early on is, no amount
of great advertising is going to get a cow to brand itself, and the same goes for a company's product.

For a company, the whole point of branding is to keep their product or service in the mind
of the consumer, unlike a rancher they do not do it to protect a product (that's what copyrights are for), they do it
to leave a mark in the consumers concience and if at all possible generate the notion of "there is no alternative".
It takes more than a great product and much more than a great advertising campaign to effectively brand a product.

Examples of products that differentiate "Branding" from "Good advertising"

If you get a cut do you ask for a "Band Aid" or a bandage?

If you wanted to clean your ears would you do it with a "Q-tip" or a cotton swab?

If you wanted to eat some bouncy color filled dessert would you ask for "Jello" or gelatin?

These are a few company products that have grown to define a whole category and this is more
powerful than the thought of eating "Mcdonalds" or buying basketball shoes from "Nike". Words
like the ones above have a lot of power, so much so that unless you conciously thought about it
you would buy "Jello" if you were looking for gelatin, go for the "Xerox" machine if you had a
choice, buy "Band-aids", and search every aisle for "Q-tips".

Dan Trapp internet marketing consultant

This article was submitted by - Dan Trapp Please Rate/Review this Article - Recommend it to friends

No Brainers
There Are Lots Of Ways To Improve Your Team's Performance At Tradeshows- It's Difficult To Even Count The Myriad Ways, What's Not Difficult Is To Realize That Some Of These Improvement Methods Come With Hefty Price Tags. Don't Despair.

Advertising with Articles: How Important is it for an Online Business's Success
Advertisement is the best and the most effective way to generate awareness and popularity to any product you want to sell. Although some claim...

Publish or Perish
The Axiom "publish Or Perish" Doesn't Just Apply In The Academic World. For Independent Professionals, Publishing Articles, White Papers, And How-to Manuals Accelerates Your Ability To Gain Clients.

Disclaimer: The Power of Branding & Advertising related small business articles and small business information provided on this web site is not to be construed as business advice from the website Small Biz - or from the corresponding author who posted this article on our website. Advertising articles on our website were submitted by various small business owners, entrepreneurs, authors, business experts, accountants, lawyers and other business professionals, but we do not verify the authenticity and the accuracy of information submitted and we are not responsible for any errors or inaccuracies. Please consult with one of the small business administration or small business development officers in your local SBA-SBDC centers, or with an attorney, accountant, a small business expert/advisor, to obtain proper business advice and accurate information for answers related to any specific questions you may have with regards to your small business issues.
Your use of this website constitutes acceptance of the site Terms & Disclaimers.
Copyright 1998-Current, Smallbiz ArticlesSM and affiliates. All rights reserved.