Question

Starbuck's is a good example of a company that started out with a simple idea and expanded globally. This is why properly developing and implementing a branding strategy can have a huge impact on the success or failure of your business. Having the right promotional materials, effective marketing messages and visual designs for both online and offline will help you increase sales leads and sales conversions. If you market with sales letters, fliers, brochures, catalogs or on the Internet, then the message you are sending through your corporate branding, product branding and promotional materials must make an impact. A common mistake many people make in marketing is not understanding who their target market is, sending the wrong benefit message or no benefit message and then expecting the buyer to figure it out. A logo is not a brand. A branding strategy is a vital step in creating your product or corporate identity. Can any of you think of other companies that have done a good job of implementing a branding strategy?

Answer 1

Other companies that have done a good job of implementing a branding strategy are Apple, Coca-Cola, Ikea to name a few.

Let me discuss the case of Apple as like Starbucks Apple also started out with an idea and then later became a global behemoth. Apple has a well defined and well executed brand strategy that has established a connection with the needs of the consumers as well as their emotions. Moreover, Apple has been able to use its branding strategy to connect with its competitive environment for its own advantage.

Apple’s branding strategy is based on the following elements – purpose, consistency, emotion, flexibility, involvement, loyalty and competitive awareness. On the basis of these elements Apple has been able to develop a unique brand personality for itself. Its brand is based on simplicity and disregard for complexity and complications, while still using state of the art features. Through innovation Apple has enabled consumers to regain their liberty, to redefine their dreams and aspirations and to fuel their passions.