Branding in Russia is still a developing industry, but every year more and more importance is attached to it. The brand is intended to serve to differentiate products in a competitive environment. It is not difficult to develop it theoretically, but the main thing is its real work in practice.
Instructions
Step 1
Get started with naming. Develop a brand name, preferably several alternative names - after testing one, you may need to change it. Next, start developing slogans. There should be one main, as well as several side slogans for advertising campaigns.
Step 2
Get started with the visuals. Create logo, product line packaging design, promotional material design.
Step 3
Segment your market and define your target segment. To do this, make a "profile" of the segment, analyze consumer motivations and preferences, determine the needs that could not be satisfied by your competitors, as well as the requirements for the "ideal" brand, differences from competing brands. After completing all these points, you will receive the concept of the future brand.
Step 4
Develop a strategy - the ways in which the organization's resources will be used to create brand value. Start with positioning - a system of approaches and ways of studying the phenomena and processes of forming possible brand positions, depending on its benefits and advantages and the relevance of this position for the target audience.
Step 5
Form communications. The effectiveness of communicating information about the brand's position to the target audience depends on this. Use advertising, PR, creating a positive reputation, sales promotion and trade. Develop distribution channels, after which you can control the position of the company.
Step 6
Get involved in pricing. The brand itself is a valuable asset of the company, which is in some relation to the price and real value of the increase in profits for the branded product. Using the brand as an asset, combined with the right brand management strategy, adds value to the company.
