Applying Branding Techniques Essay

IntroductionThe Brand Techniques good example is alkalid on cosmetic phoners building of a impudent cross. CaShara is a unify States based cosmetic manufacturer and marketer of skin care, hair care, and make-up. CaShara has an established fool presence and known for quality wares. The recent consumer gratify in natural crossroads has made CaShara management decide to cater to this segment of the cosmetic market. The company has decided on a 5,000 category old health care system from India called Ayurveda. As the newly positive Brand Manager, I go out be responsible for building the new brandmark deuce-ace executives gave their expert advice in the decision qualification serve up throughout the wile exercise. They were Tina Trotter, Head of Sales Monique Knight, Brand Consultant and Jim Reding, rude Manager.Perceptual MapThe simulation give the psychographic profile of the Ayurvedic customer as Caucasian to Afri provoke American, age 18-35 with an income of $50,000 or graduate(prenominal)er. The consumer survey shows the customer base largely holistic and classy with a combined 55%. sum they wish well the natural base fruits and exclusive products. The principles of Ayurveda are explained as the Three Doshas. This is important to understand because it shows the three skin types the new brand will target. This will be dry, oily, and irritable. The brand position excerption made was high on both holistic and classy and titled Enduring Secrets from the East. This was in level. The correct pickax was high holistic and low classy.Correct title is accurate balance, mind and body. The reason for the choice was because of the psychographic percentages only contained a slim deviation in weighted value. I didnt realize this choice meant the brand would need to carve out a new niche sooner of competing against another companys products. The choice made meant the perception of the product would be set as a lofty, unreachable goad of complete in every manner alleviating all concerns and possible disadvantages.Brand Name, logo, & sloganTwo choices were made correctly using the focus group information. The brand name chosen was Natural Balance because it aligned with the brand positioning. Logo number 2 was chosen because of the market surveys information. The word of honor green color and curves match the preferences of the focus groups. The shape gives the feel of maidenlike soft. The slogan of A Return to Nature was chose, just now was not the outgo choice as it was analogous 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 nearly as important as the products sold.If you choose your name and logo well, they will lodge in your customers minds and remind them of the value your company offers. In fact, a glad name and logo can help you to stand out hail the competition. Your customers will instantly think of your memorable business name and logo whenever they are in the market for your products or functions. For this very reason, the slogan that is similar to another like product is a grave error.Brand Associations- The utmost LookNow we are down to choosing the brand associations. Who will drive and what events or causes will be align our brand with? The focus groups chose maria Switzer as the spokesperson. They also stop consonanted to two functions of interest, Partner with GreenEco and providing grants to womens trust funds. These choices utilize $27,300 of the allotted $34,000. Total cost of these choices is $327,000 and under budget. It makes sense 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 s ociety in a broad spectrum. The customer base can trip up where they may 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 cerebration of longevity is associated with this individuals unique persona.Beyond the SimulationThe simulation was good about applying the principles of brand positioning, scarcely there are much ways to make your product stand out among similar brands. i 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 lower-ranking companys ability to stand out from the competition. Knowing the depend behind the product is important to keeping the consumer engaged. Per the SBA, Businesses really thrive when the brawn of the owner is there. A good example was Steve Jobs involvement with Microsoft. Small businesses can equally benefit from the consumer having a face behind the product or service.It lets people know the owner is involved and active with the business. Another way to take over stood out was not only the shape of the container, but to hand the container recyclable, biodegradable, or refillable would have been a good aspect to have. This would further appealingness 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 well-being and solace 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 s imulation was an excellent tool in learning and applying the branding techniques. It was only afterward wrong decisions were made and explained, that I understood why they were incorrect. At that point they seem obviously wrong. Making 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/ federation/blogs/10-tips-help-you-build-and-grow-stand-out-small-business-brand