Branding is a practice which is not restricted solely to large companies. Many small enterprises these days embark on branding campaigns but they do so on a small scale as against the large scale campaigns planned and executed by the bigger enterprises. Branding has definite objectives amongst which are:
i.Differentiation: A brand MUST differentiate itself from others in its field in other to even be capable of recall by the target audience. The ability to stand out of the crowd is a crucial objective of branding.
ii.Competitive Advantage: The need to have an edge above its competitors is also critical to the success of a brand. A successful branding campaign will ensure that a brand has a competitive advantage over others competing with it.
iii.High Brand Recall: If a brand is to be chosen above its competitors, it must be occupy a top position in the minds of its target audience and this position will result from a successful brand campaign.
Five low cost techniques that can be used to achieve the above objectives include the following: (more…)