Most marketers agree that brands can be positioned in three main ways:

  • product attributes
  • benefits and beliefs
  • values

When marketers promote attributes of their product, they run the risk of being copied by competitors, which will result in the brand losing its uniqueness. While there is a space for marketing the product’s attributes and bragging about its unique selling points, this is not the ideal way to position the brand. In general, however, research shows that a consumer is not interested in the attributes of the product per se, but rather in what those attributes can do for them.

This is a benefit. So when you position your brand using the product’s attributes AND how those can enhance a consumer’s life, you are engaging with the potential customer far more effectively than simply selling attributes or features.

The world’s top brands, however, do not only rely on attributes and benefits; they engage customers on an emotional level using beliefs and values. These brands excite their customers with the way the brand or product makes them feel.

Brand Name Selection is Key

Choosing your brand name can be a challenging task. You have to keep many factors in mind:

–          Will the name be enduring? Or will future customers be confused by it?

–          Will the name let customers know what it is but also allow for expansion?

–          Is it easy to pronounce – and has no conflicts in foreign languages that could be embarrassing.

–          It must be something that you can legally protect with copyright.

Brand Sponsorship Is Important

Manufacturers can select from four brand sponsorship options:

–          Manufacturer’s brand (selling the product under your own name)

–          Private brand (for example, a store brand)

–          Licensed brand (like a Disney licensing agreement, for example)

–          Co-brand (two brands on one product)

Brand Development

Marketers have four choices for developing their brand: line extensions, brand extensions, multi-brands or new brands.

Good marketers realize that these four branding decisions cannot stand alone and have to work together to create and perfect your brand.

Read this post for more information about How to Build Brand Awareness.

Red Iron Brand is Your Custom Branding Source

Red Iron Brand is the go-to expert on branded and blank event display marketing products. We are a specialized niche that is innovative and at the forefront of new products and growth. With our innovative product offerings, industry knowledge, and unique techniques, we are leaders in the early advancement of new and original event displays. Contact us toll-free at 1-800-325-3824 for friendly assistance with your display marketing products.