BRANDING

Strengths of branding

•Wide market:
Manufacturer gets national market due to branding as consumers support branded products extensively. He can even create a
special demand for his brand through sales promotion.

•Effective publicity:

Branded goods can be advertised effectively. This bring popularity to products and raises sales. It is possible to create
monopoly in the market for branded goods.
•Reputation to manufacturer:

A well promoted brand earns reputation in the market and builds up a bright image of its organization around the brand.

•Limited dependence on middlemen for marketing:

Branded goods require limited salesmanship at the retailer level.

Strengths of branding

•Control on marketing:

A manufacturer can maintain effective control on the marketing of branded goods. This is possible as quality, price, etc., are
fixed by the manufacturer.
•Stability to sale:

Branded goods provide stable sale over a long period. Consumers always give support to branded goods.

•Introduction of new products:

A manufacturer of a popular brand article can bring supplementary or even a new product in the market easily, quickly and
with confidence.
Weakness of branding

•Cost:

If you wish to create and maintain a strong brand presence, it can involve a lot of design and marketing costs.
•Fixed Image:

Every brand has a certain image to potential customers, and part of that image is about what products or services you sell.
•Timescale:

The process of creating a brand will usually take a long period of time.

•Impersonal:

One of the main problems with many branded businesses is that they lose their personal image. The ability to deal on a
personal basis with customers is generally seen missing in big brand’s case.