IMC Brands and Brand Management: The Importance of Brands
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IMC Brands and Brand Management: The Importance of Brands
How branding has become a very important element in any new or growing business today.
Curated by Ilona Hussain
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Rescooped by Ilona Hussain from Branding IMC!

Why A Brand Matters - Forbes

Why A Brand Matters - Forbes | IMC Brands and Brand Management: The Importance of Brands |
In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser, Ford, Apple, MetLife.

Via Erica George
Ilona Hussain's insight:

This article look at brands from two different viewpoints.

The first, which is also seen as the most important, looks at brands as a promise. These promises are more likely to be associated with top or high quality brands like Ford or Apple as stated in the article.

The second, looks at brands the unification of advertising elements; service, design, colour and logo etc.

Reading this article can helps to understand the difference between creating a brand; something which offers consumers a product or service. Or creating a promise; something which consistently offers high service and quality products in order to further create a meaningful experience for their consumers.

I believe this is a great article as it shows the importance in today's branding methods and separates them from the traditional branding methods we have known for so many years.

MARTIN LEE's comment, August 21, 2013 4:34 AM
This article helped me to gain insight on how big brands have become common household brands. This can be linked to the strength of their brand identity in the marketplace. A brand is a perception that is resulted from experiences with, and information about a company or product. The article states that many big brands invest heavily to increase brand exposure. However, the article concludes by saying that sometimes, it's the small things that help to build brand identity. The article uses an example of a coin counter at TD Bank. This can be seen locally, with some ASB branches using coin counting machines to target younger savers, then hold on to them through their lifetime.
Norman Vaz's curator insight, August 22, 2013 9:09 PM

This article  talks about how important a brand is in maintaining a good image of a company. It relates to IMC where you have to have strong communication with the brand and the customer, as maintaining a brands image takes a lot of time and effort so IMC would be key in analysing the target market of the brand so that it does not lose focus on what is important. Also well-known and maintained brand's for e.g. Apple can sell record numbers off its products because of its strong brand image with consumers already knowing what they are buying into as they have that emotional connection with the brand visually.

Samantha Brown's curator insight, August 11, 2014 8:45 PM

I thought this article was great as it described branding as not only the use of symbols, logo, word, fonts etc. It also talks about the memorability of a brand and examples of personnel touches that companies can incorporate to make them individual and special to people. A little extra effort shows that you care. 

Rescooped by Ilona Hussain from IMC- Brands & Brand Management; The Importance of Brands!

Importance of Brands II:

Importance of Brands II: | IMC Brands and Brand Management: The Importance of Brands |

"What a brand does: To understand what a brand does for a company, you need to place yourself in the shoes of an everyday consumer."

Via Keane Orchard
Ilona Hussain's insight:

This post shows the importance in how branding and furthermore brand management has become such a crucial element both new and growing businesses.

From a business perspective; a brand becomes the identity of a company and, depending on the success of brand management methods, determines how a businesses overall product or service is perceived.

From a consumers perspective; the representation of a brand can determine how the consumer will perceive a product or service. When presented with an array of products or services, it is the brand which consumers feel they associate with, greatly desire or have an emotional pull towards that is chosen.

Delzin Balsara's comment, March 20, 2013 5:07 AM
Good article. It really explains why branding is so important and a world where technology just keeps getting more advance. How the brand is represented can lead to the outcome of the consumers decision about the brand. A lot of us now days use technology everyday which makes it easier for potential consumers to relate and associate with the preferred brand.
Jacob Bell-Kay's comment, March 20, 2013 6:03 AM
This is a great article on the importance of brands, and how consumers purchase products. I find it really interesting about consumers making unconscious decisions when choosing a product in a store because a majority of the time this is the case, especially if there is a sale, consumers tend to buy more "unconsciously." This makes it even more important to a marketer to ensure that their brand will be the unconscious decision that the consumer will make of choosing their product every time they come back.
Luna Phan's comment, March 21, 2013 1:58 PM
I like Jacob comment about creating unconscious decisions in costumer. This behaviour will be repeated time after time because it give them a secure felling and reduce the risk of purchase. When there is a brand awareness in consumer behaviour, then the marketer had succeed in building its brand.