BRAND AND BRANDING ARE NOT THE SAME 81% of customers require trust before they purchase a brand Some 81% of consumers need trust in a brand before they purchase it. It is probably not surprising that 86% of consumers also want to feel that a brand is authentic before they purchase it. These are two of […]

BRAND AND BRANDING ARE NOT THE SAME81% of customers require trust before they purchase a brand Some 81% of consumers need trust in a brand before they purchase it. It is probably not surprising that 86% of consumers also want to feel that a brand is authentic before they purchase it. These are two of a number of factors that most consumers look for in a brand. There are also several factors that consumers look for that are unique to specific product categories. Indeed, knowing what the consumer is looking for is the starting point of effective branding.The stages of effective branding follow: Determine the expectations of the target market Define the optimal brand that meets or exceeds those expectations Determine the reality in terms of how the brand is perceived now Define the gap between the optimal brand and the reality Eliminate the gap between the optimal brand and the…