Branding
Brand personality
Brand personality is about the human characteristics suggested by the brand e.g., happiness, sophistication etc.
Brand image
Brand image is customer perception of your brand – the way they feel about it. For example, the Rolex brand is considered a luxury brand. It can be different from brand identity, which is the way the company wants the brand to be perceived. Businesses carefully manage their brand to ensure that the brand image corresponds to the brand identity.
Unique selling point (USP)
The unique selling point is something that is different about a product or service, something that makes it stand out among other goods and services.
Watch this video about Melin Tregwynt which has English subtitles. Click on the icon settings>subtitles>auto-translate and choose ‘English UK’ for English Subtitles and not ‘English auto-generated’.
What is Melin Tregwynt’s Unique Selling Point?
Implications of business size for marketing activity
The size of the business will affect its branding and marketing activity. If the business is a large multinational company, its scope of marketing will be much larger than a small local business. It is also important that the branding works in a number of languages or can be successfully translated.
Budgetary constraints
Businesses do not have unlimited budgets so they must consider how much money they will spend on branding and marketing. Money spent on marketing clearly cannot be spent on any other business activity. Businesses therefore must make budgetary decisions to reflect their business priorities.
Availability of specialist staff
Not all businesses have specialist staff who can create a brand identity. As a result, businesses can use freelance experts or a design company to create their logos. An example of this is the Apple logo which was designed by Rob Janoff of marketing company Regis McKenna.
