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Social Media Strategy and Branding: What Are the Eight Functions of a Brand?

A world class brand has 8 functions. It is critical to understand these functions to create a world-class brand. In a New Media Age, a marketer must have a solid understanding of branding. Social Media is a god send for a marketer. In order for this great tool to work, a marketer must be able to drive customers to their brand, at the exclusion of all other brands. The great part of social media is its incredible scale. This is also its greatest drawback. In social media there is just so much content. People have to come to your product for social media to work—and this is why branding is critical. The eight functions of a brand are IDENTIFICATION, PRACTICALITY, GUARANTEE, OPTIMISATION, BADGE, CONTINUITY, HEDONISM, AND ETHICS. Let me briefly summarize each of these functions. A brand ...[Read More]

5 Benefits of Using Branded Merchandise

Companies who engage with their customers and clients through branded merchandise are generally more successful in gaining recognition and increasing sales. Products such as pens, keyrings, umbrellas, toys etc are a great way to get your brand logo seen, heard and talked about. What better way to engage and interact with your target audience than with unique products that can be custom printed with your logo? Here are 5 benefits of using branded merchandise: • Maximizing exposure The main aim is to expose your company name and/or logo to as many people possible in your target market. This is best done on products which customers will actually keep and use, for instance, mugs, umbrellas and USB flash drives. These are popular, practical and durable and can feature your brand logo with ...[Read More]

The Best Branding Strategy – Make a Real Connection

What is it that makes some brands connect so well with their audiences? We could learn something about building brands for organizations by also asking, What is it that makes some people connect so well with other people? In many ways, organizations are like individuals. Each has its own specific “fingerprint” — strengths, character, and personality — that makes it unique and recognizable. It’s how we get to know our friends and understand what it is about them that we like. In a world where no one has time to carefully weigh all available brand options, this fingerprint acts as shorthand to help us sort through the maze, a very real point of value at a time when it is increasingly difficult to tell one product or service from another. When an organizationR...[Read More]


Co-branding involves combining two or more brands into a single product or service. Companies engage in co-branding to leverage strong brand. It is becoming a popular business practice to strive for a positive association between different brands that can develop synergy. A well executed co-branding strategy can lead to win-win situation for both co-brand partners and can help in realizing unexplored markets or untapped opportunities. Concisely, it is instrumental to handle almost every marketing matter from creating initial awareness to building customer loyalty. Companies form co-branding alliance to fulfill following goals: ► Expanding customer base ► To make financial benefits ► Respond to the expressed and latent needs of customers ► To strengthen its competiti...[Read More]

Branding Vs Advertising Vs Promotions Vs Marketing Vs Public Relations

Many people are confused as to the differences between branding, advertising, promotions, and public relations. For that matter, the actual process of “marketing’ is misunderstood just the same. To give you a basic understanding, marketing is not a one time event or activity, it is a process, a combination of things which blend together. By definition, marketing is the act of mixing product, price, place, and promotion. But first, on to… Branding. A great example of branding is Apple. iMac, iPod, iTouch, iPhone, iTunes. Get the point? Apple has created a massive brand strategy using the “i” element. Think of the Ritz-Carlton, LifeTime Family Fitness, Hilton Hotels, and what do you see? First class service, luxurious amenities, excellent service? Now, how about...[Read More]

The Importance Of Branding Basics

Any business, large or small, retail or B2B, one important aspect of it is its branding. In today’s competitive market, an effective branding strategy gives the organization a major edge. It is very important to understand the basics of branding thoroughly and how it can affect the business positively. Simply put, brand is a cluster of functional and emotional attributes, which enables a promise to be made for a new and welcomed experience, while differentiating the products from the competitor’s offering. The product offering has to be according to the target market and their demands. One cannot offer high cost – high quality products, simultaneously with low cost – high value products. The logo is the identity of the brand. The packaging, promotional materials and...[Read More]

The Importance of Branding and Marketing in Hospitality

Managers in the hospitality industry should understand marketing and branding. Hospitality marketing prepares future managers with the knowledge needed to ensure that their company, whether it is a well established hotel or a new restaurant, understands the way consumers think. This is extremely important, because the consumer drives the hospitality industry. Understanding the mind of the consumer and why they make the purchasing decisions that they do can prove to be lucrative. It’s useful to know what role marketing and branding plays in those decisions and how you can make it work for you. Many hospitality management training courses discuss marketing and branding as a way to improve the company or brand you may work for. As some experts discuss in hospitality management training ...[Read More]