Applying Branding Techniques Essay Example for Free

Applying Branding Techniques EssayIntroductionThe Brand Techniques pretending is based on cosmetic partys building of a new-made stain. CaShara is a United States based cosmetic manufacturer and marketer of skin c ar, hair care, and make-up. CaShara has an established defect presence and known for quality harvest-tides. The recent consumer interest in innate(p) products has made CaShara counsel decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 year oldish health care system from India called Ayurveda. As the newly appointed Brand Manager, I will be responsible for building the new differentiate Three executives gave their expert advice in the decision making mold through step up the pretending exercise. They were Tina Trotter, Head of Sales Monique Knight, Brand Consultant and Jim Reding, Country Manager.Perceptual MapThe simulation give the psychographic profile of the Ayurvedic client as Caucasian to African American, age 18- 35 with an income of $50,000 or higher. The consumer survey shows the customer base largely holistic and classy with a combined 55%. Meaning they like the natural base products and exclusive products. The principles of Ayurveda are explained as the Three Doshas. This is important to under brave out because it shows the three skin types the new brand will target. This will be dry, oily, and irritable. The brand position excerpt made was high on both holistic and classy and titled Enduring Secrets from the East. This was incorrect. The correct choice was high holistic and meek classy.Correct title is Perfect balance, mind and body. The reason for the choice was because of the psychographic percentages only contained a slim fight in weighted value. I didnt realize this choice meant the brand would need to carve out a new recess instead of competing against another companys products. The choice made meant the percept of the product would be set as a lofty, unreachable goad ofperfect in all way alleviating all concerns and possible disadvantages.Brand Name, Logo, SloganTwo choices were made correctly using the decoct group information. The brand name chosen was Natural Balance because it aligned with the brand positioning. Logo good turn 2 was chosen because of the market surveys information. The logos green color and curves match the preferences of the centre groups. The shape gives the feel of feminine soft. The slogan of A Return to Nature was chose, but was not the trump out choice as it was similar to a competitors slogan. This choice doesnt allow the brand to stand alone and differentiate itself in the market. It could dilute the brands identity. According to Cron.com the choosing of a name, logo, and slogan are to the highest degree as important as the products sold.If you choose your name and logo well, they will stay in your customers minds and propel them of the value your company offers. In fact, a well-chosen name and logo can help you to st and out amount the competition. Your customers will instantly think of your memorable business name and logo whenever they are in the market for your products or services. For this very reason, the slogan that is similar to another like product is a grave error.Brand Associations- The Final LookNow we are down to choosing the brand associations. Who will fire and what events or causes will be align our brand with? The focus groups chose Maria Switzer as the articulation. They also pointed to two functions of interest, Partner with GreenEco and providing grants to womens trust funds. These choices apply $27,300 of the allotted $34,000. Total cost of these choices is $327,000 and under budget. It makes find for a product that is built around natural ingredients to be associated with an environmental group like GreenEco.It also shows the companys long term commitment to the environment. The choice of providing grants to womens trust funds is a choice that gives back to the communi ty in a broad spectrum. The customer base can see where they whitethorn see benefit locally for the dollars theyve spent. The choice of Maria Switzer was that of a strong, independent female with her own sense of style. The publics view of longevity is associated with this individuals unique persona.Beyond the SimulationThe simulation was good about applying the principles of brand positioning, but there are more ways to make your product stand out among similar brands. One additional aspect is to show ownership. The simulation had a spokesperson picked, but customers like to be able to identify an owner. This is true for large and small companys ability to stand out from the competition. Knowing the face behind the product is important to keeping the consumer engaged. Per the SBA, Businesses unfeignedly thrive when the energy of the owner is there. A good example was Steve Jobs involvement with Microsoft. Small businesses can every bit benefit from the consumer having a face behin d the product or service.It lets people know the owner is compound and active with the business. Another way to put on stood out was not only the shape of the container, but to have the container recyclable, biodegradable, or refillable would have been a good aspect to have. This would further appeal to the profile of being environmentally friendly and support the GreenEco cause the brand is supporting. The brand in the simulation, Ayurveda, immediately had a sense of public assistance and soothing associated with the brand. Not only is it not irritating to the individuals skin, but the environment too. The brand was immediately associated with everything green in todays society.Service vs. Tangible productHad the simulation used a service instead of a tangible product application there would have been no real difference. A brand is in the minds of the consumer. It is setting or understanding their perception of the product or service offered.ConclusionThe simulation was an excel lent tool in learning and applying the branding techniques. It was only afterwards wrong decisions were made and explained, that I understood why they were incorrect. At that point they seem obviously wrong. devising sure to use the differences of a product or service is the key to finding a niche and making a product stand out among the masses.ReferencesChron, retrieved March 9, 2014 from http//smallbusiness.chron.com/choose-company-name-logo-2348.html SBA retrieved March 9, 2014 fromhttp//www.sba.gov/community/blogs/10-tips-help-you-build-and-grow-stand-out-small-business-brand