So, what is it about the brand that should be unique to that particular company? Well, first of all, brand awareness is incredibly important for a company. People have to be able to recognize your brand. If they don't recognize your brand, they may not go out and look for it. This is very important to the health of the company as it relates to its financial aspects and its profitability in the future.
Now, there are generic products in the market, but those are mainly concerned with price as their primary focus. Store brands focus on trying to beat competitors on price; they are less concerned about promoting the brand.
Product placement can also impact brand awareness, referring to a product's literal placement versus staged placement.
EXAMPLEYou might see American Idol judges drinking Coke, or a "mini-mercial" for a Toyota Prius during a TV show.
There are two basic marketing techniques we're going to discuss today.
Buzz marketing is a marketing process that generates a strong word of mouth response via social media outlets. Buzz marketing uses social media to create a buzz or word-around-town--almost like gossip, if you will, as in "Did you hear about what company A did (or didn't do)?" This is the type of buzz marketing that brings attention to your brand.
Viral marketing is a marketing program that focuses on unpaid people utilizing social media outlets to generate sales, awareness, or a general positive regard for the brand.
EXAMPLEViral marketing might include viral videos or emails used to get people to spread the word for a particular product. In contrast, an example of buzz marketing might be the Dove Real Beauty Sketches, which use sketches to illustrate the beauty and benefits of Dove soap. Both of these are techniques that can be used for the marketing of a brand.
Public relations, or PR, also plays a significant role in supporting brand identity. You see, PR can develop a favorable brand ID and help make that brand memorable. It can generate an association with positive news so that people continue to associate your brand or your product with positive ideas or emotions.
EXAMPLEMilk has a PR campaign currently running called "Got Milk?" Its goal is to get milk into the schools as a brand, helping to spread the word about the health benefits of milk and how it's a healthy part of school lunches, and also dispelling some of the myths that might exist.
However, PR can also be negative. There can be a negative association based on uncontrolled or unexpected occurrences.
EXAMPLETylenol suffered some seriously negative PR in the 1980s when their products were poisoned. Now obviously, Tylenol didn't poison the product, but the simple fact that some of the bottles had poison in them had a devastating PR impact on Tylenol as a brand. However, Tylenol was ultimately able to ramp up their PR and turn that negative into a strong and thriving brand that it is today. It was only through PR that they were able to accomplish this huge turnaround, which goes to show the importance of PR.
Source: adapted from sophia instructor james howard