Branding is the process of creating a "psychological aspect" of a product or service's name from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the name of the product or service and is known as the "brand experience." The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
Our clients, through branding, seek to develop or align the expectations behind the brand experience (see also brand promise), creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Brands are valuable because they are an aspect of what is known as the "goodwill" of a business. Brands, if developed properly, can be protected from use by others by trademark, trade dress, or copyright protection.
All of Our Internet Marketing Packages Include:
Analysis of marketing objectives with Competition and Industry
Relevant and new content custom drafted for your industry and your objectives
Elemental and Phrased Keyword determination and selection
Title tag and meta keyword
HTML code optimization
Custom Implementation of organizational scripts
Database rewrites with spider-friendly site architecture
XML sitemap creation and implementation
Robots.txt creation and implementation
Press release, Blog and Article syndications
Enhanced directory submissions
Local directory submissions
Almost anything can be branded with a company's name, website, or logo and used for promotion. Common items include t-shirts, caps, keychains, bumper stickers, pens, mugs or mouse pads. Business gifts used to foster customer goodwill and retention are the most common use for promotional items. Other objectives that marketers use promotional items to facilitate include tradeshow traffic-building, brand awareness, public relations, employee relations and events, dealer and distributor programs, new customer generation, not-for-profit programs, employee service awards, new product introductions, internal incentive programs, safety education, customer referrals and marketing research
New customers who receive promotional products, on average, return sooner and more frequently, and spend more money than new customers who receive coupons. In two separate studies, Southern Methodist University marketing researchers tested whether promotional products would outperform coupons in the area of repeat business and sales. Promotional product recipients spent 27% more than coupon recipients and 139% more than welcome letter recipients over an 8-month period. Promotional product recipients were also 49% more likely than coupon recipients and 75% more likely than letter recipients to return and patronize the business in each of the eight months studied.