Branding - decode of adding value to the product
                      Branding- decode of adding value to the 
product
 
Contents
What is a brand?
Brand elements 
Brand equity
Brand strategy
Brand storyteller
Brand recall
Brand loyalty
Building strong brands
Conclusion
 
What is a brand?
Brand is a unique identification symbol, logo, or name of a product 
and service which motivates customers to buy the product. It 
becomes a perception of added value to the product, for which the 
customer will pay the premium price.
Brand elements
Brand name: logo, name, tagline
 
Brand personality: What would you like your brand to be known as 
innovative, serious, magical, fun, etc.
 
Brand promise: The most important thing which your brand promises to 
deliver every time.
 
Brand associations: Images, colors, taglines, fonts, equipment, etc.
 
What is brand equity?
Brand equity is the additional value which a product 
receives after becoming an established brand or 
bringing a good level of brand awareness. It brings a 
competitive advantage resulting in higher sales and 
revenue.
Importance of brand equity in marketing
Brand equity means a company has differentiated itself from the 
competitors in some or the other way. It can be high product 
quality, effective marketing campaign, or excellent customer 
service. 
Brand equity is important in marketing as it garners required 
recognition and respect from the consumers by motivating them to 
spend more on their product than other similar product.
Brand identity
Apple Inc. tops the surveys of the most beloved brands as it has made the 
impression that its products are sleek, top-of-the-line, innovative, and 
helpful at the same time. Brand identity is visible elements of the brand 
such as design, color, and the logo that identifies and distinguishes the 
brand in the consumer’s minds.
 
It has the power to attract new customers while also making the existing 
customers comfortable. Brand identity is the way to communicate with the 
world, differentiating itself from the competition and creating a brand 
experience that encourages people in engaging with you. 
The above graph shows how Apple made a strong brand identity and 
reached $1 trillion market capital over the years.
Brand strategy
Brand strategy in marketing specifically focuses on the emotions of 
potential customers. With the example of Apple, the starting point is how 
the Apple product experience makes one feel. It’s brand personality is 
about liberty, lifestyle, imagination, aspiration, innovation, and power to 
people via technology.
 
 
In this brand strategy diagram, Apple’s mainly focusses on the uniqueness 
of their products.
 
Every Brand can be a storyteller
Every brand can be a great storyteller, which can act as a catalyst for the 
business. Real stories connect with the people and build a strong foundation of 
trust. It reinforces the brand’s values by building an emotional bond with the 
potential customer. A higher engagement level and strong connection with the 
potential customer is fruitful in the longer run.
 Apple has been a great storyteller as they first address the question “why” 
should anyone purchase their product? 
 
As rightly said by the motivational speaker Simon Sinek “People don’t buy what 
you do, they buy why you do it”
 
Brand recall:
Brand recall is the extent to which a person can distinct a specific brand from the other.
 
 
 
 
There are two categories of brand recall, which are:
Aided recall: It is the recall when a person remembers the brand when the brand name is bought into the 
discussion. When the brand name is mentioned, it enhances the memory in the customer’s mind.
 
Unaided recall: Here, without the mention of the brand, the customer can remember the brand. This shows 
that the brand has made a strong impact on the customer’s mind.
 
For example, if you think of high brand shoes, then “Adidas,” “Nike” comes to your mind.
Think of premium cars, then “Audi,” “BMW,” “Mercedes” will be recalled.
Brand loyalty
Brand loyalty is the repeat purchase for a specific product even though the consumer has multiple options. The 
marketing campaigns are designed here to nurture brand loyalty. The brand loyalty campaign is highly successful 
when it addresses the attributes which are crucial to its segment of the market.
 
 
 
 
Brand loyalty is desired by the majority of the businesses as acquiring a new customer is difficult than retaining the 
existing ones.
 
Apple has a strong and loyal customer base due to its effective brand strategy, which allows customers to have a 
passion for its products. The company guarantees that the product delivered is of high quality, and they 
continuously innovate to satisfy the consumer’s aspirations. Brand loyalty leads to the fulfillment of emotional and 
physical needs that are evoked during the purchase process. 
 
Building strong brands
 
Advantages of having strong brands
Huge margins
 
Improved perceptions of a product
 
 
Increased marketing communication effectiveness
 
Greater loyalty
 
 
Possible licensing opportunities
 
Lesser vulnerability to crisis
Conclusion: 
A good branding is all about trust, respect, and relationships. Sometimes your new customers would be happy 
to see your old customers and what they have to say about the brand. Adding some of the testimonials in your 
company’s work also can add credibility to your brand.
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