What is Brand Promotion?
Brand promotion is the marketing communication strategy to inform, persuade, convince, and influence the decision making process of buyers when they choose a particular brand. It is done with the purpose of promoting brand awareness to create consumer’s interest. So they could make sale and convert them into loyal customer.
Brand promotion is required because of the following reasons;
- Promote certain features of the brand like price and special schemes which are being offered?
- Make the customer differentiate brands product from others because of certain unique features,
- Increase the product demand,
- Establish positive image and brand equity
Brand Promotion Vs Production Promotion
In the brand promotion, the company focuses on branding and marking the overall image, reputation, and strength of the company.
In this global brand promotion example, coca cola did a brilliant job by unifying its entire range in the “One Brand”. One can notice Coca-Cola, Coca Cola Diet, Zero and life under the once brand and tagline i.e. “Taste the Feeling”
Product promotion, on the other hand, is the process where the company focuses on its particular product or service. The process starts with the idea of the particular, marketing research is done based on the customer’s need and marketing demand analysis. Then the marketing of the product starts to promote a particular product.
For example, Dasani bottled water is one of the products of Coca Cola launched in 1999. The below advertisement is promoting a particular Dasani bottled water and not the Coca Cola brand. This is a good product promotion example.
Importance of Brand Promotion
As we have discussed that the purpose of branding or brand promotion is to build and establish the name or brand of the company which is very important not only for the large companies but it is equally important for the small companies as well. Besides its business importance, branding is also beneficial for the society as a whole and customers as well.
Benefits to Business
The most important benefits of branding to the business are that company’s brand can stand out from the competition. Targeted market and customers are reminded and convinced that their brand has been serving them and planning to do so continually in the future. Through this marketing strategy company’s brand can increase the marketing share and existing sales as well.
Benefits to Consumers
Quality, price, and availability of the product are some of the important concerns of the customers while shopping; because customer has wide range of choices, and they also aware of the dishonest vendors and traders who are out there to trick them. Here comes the role of branding which informs about the company’s product or service long before they make the purchase. It saves customers from being tricked by vendors and also saves their valuable time.
Benefits to Society
Branding is also beneficial to society as a whole in many ways. For instance, branding means mass production of products which ultimately leads the company to economy of scale. It means lower prices which every consumer wants. When more and more people are attracted to a certain brand, then it would also require them to hire more people to perform their functions efficiently. Job opportunities are created in this way which is beneficial to the society as a whole.
Brand Promotion Techniques
Brand promotion techniques include all of those tools which are usually used by the marketers to communicate with their target market and end customers. Those marketing communication tools for brand promotion are as follows;
Advertising is convenient and economical method of promotion. It is good, it works. But the problem with advertising is that it lacks the personal touch of belonging.
The good thing about personal selling is that it involves face to face communication. Sellers would get the feedback immediately after the transaction from the buyers. The problem with personal selling is that it is time consuming and luxurious method. Advertising is a very good option for establishing a brand.
Sale promotion comprises short-range or small incentives, the purpose of which is to increase the immediate sale of the brand and attract more and more customer. However, it doesn’t attain brand loyalty from the customer, because its period is very short. Sale promotion is seasonal which is offered usually at the end of the season to clear the stock and inventory.
Packaging provides the brand with a distinctive edge which helps to differentiate its products from the stock. Nowadays, perception and appearance have become very important with the advancement of media and graphics. The better product looks, the more it sells. Customers are even also willing to pay a higher price for the better appearance of the product. Companies are spending more money on the packaging of their products to compete in the market.
360° campaign is an integrated marketing approach that tries to reach customers at all levels of communication channels. If such campaign is implemented successfully, then it could maximize the brand reach.
What is Online Brand Promotion
As the name implies, brand promotion means to promote your brand by using all the online social and professional media platforms. Its purpose is to get as much exposure to your brand as possible and at a very low cost. Online brand promotion is important because of the following reason;
- To increase your brand awareness
- Online platform is much wider and it covers a variety of demographic across the globe
- One of the advantages is that it is inexpensive and economical
Key Benefits of Online Brand Promotion
Some of the benefits of online brand promotion are as follows;
- There almost no barriers for newcomers, very simple and easy.
- The most interesting part of brand promotion is the automation of certain parts. Which means a very big task of brand promotion is performed by few people in a very less time at a very reasonable price.
- Online platforms welcome all the new small businesses who can’t compete in the market because of their lower marketing and advertising budget.
- Tagging technology has made the online promotion much easier and measurable rather than conventional billboards and banners.
Wrapping it Up
Whether you’re a small brand or big brand, there’s no specific strategy and solution to promote your brand. The most relevant and suitable promotion strategy should be adopted. Online brand promotion shouldn’t be ignored either, it’s quick, effective and instantaneous. If a commercial goes viral, then it would reach millions of viewers in a few days. Online and of line, both of these platforms have their own important, therefore, they should be used according to your brand required goals.