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Branding~Branding

Branding is often thought of as the province of the big boys. But at DJH we see it as crucial to business development and it isn't simply a logo.

Branding involves market analysis, looking at competitors and their products and pricing, and then positioning a brand within the competitive environment. Furthermore brands need to evolve as markets and consumer tastes evolve.

A brand should have a personality, be it a friendly, independent family figure or a more solid, stable and professional business. And brands need to develop their own style that emphasises the brand's positioning and is in tune with the brand personality.

All of these disciplines are brought together to make a brand appeal to its target market. Often we find that niche brands can benefit from the "underdog mentality" too - the independent/ local mindset.

Branding can be undertaken as a process - see the chart opposite. But it is more than that. It should be as individual as each business, the process simply aids the thinking. In the final analysis it is the brand analysis and ideas that make or break the brand itself.

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