Quest defines Branding as the planned and systematic association of a set of qualities and values with a name.
Effective Branding ensures that the target audience:
Easily recalls the brand owner
Recalls the brandís qualities
Understands the brandís
qualities & values
Correctly assigns qualities and
values to the right brand.
In highly competitive, crowded, fast-paced and complicated markets, branding is a key factor
in setting a company and its products/brands apart from the competition and in motivating trust, purchase and referral.
POSITIONING - "WHY YOUR CUSTOMERS SHOULD CARE"
YOU ARE YOUR BRAND
Successful positioning allows
your audience to easily differentiate your brand/company from your competition. Strategically differentiated yourself is key to marketing success. A well crafted positioning strategy details your principal competition, target audience and key message, and provides a rationale for why the key message will elicit the desired response from your targeted audiences.
Creates preferred choice and
Drives first choice or preference
Recognizes that everyone is a
customer - the supply channels,
investors, influencers, buyers,
Increases the value of the buyer relationship beyond price and
Motivates stock purchase and retention among investors.
Protects market share from
competitive efforts to undercut
price or to copy product benefits or services
Supports credible new product
and service introductions
Instills patience and goodwill
among buyers in times of
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