BRAND CONSISTENCY

Brand Consistency

Brand Consistency

Introduction

In today's era, our world is surrounded by the phenomenon of advertising. In a day, we are exposed to scores of advertisements through different mediums of television, radio, internet billboards etc. These advertisements introduce variegated brands. Out of this huge chunk of brands there are only few brands that occupy a strong position in our minds. This is because these few brands are successful in creating a consistency and value in their brands through their effective and efficient branding strategies. This paper talks about one concept that is attached and closely associated with the value and progress of a brand. This concept is of brand consistency. This paper discusses the concept of brand consistency in exceptional detail and covers its variegated aspects.

Brand Defined

A brand is a title that grants the exclusive right to the use of a sign for identifying a product or service on the market. They may be marks, words or combinations of words, images, figures, symbols, graphics, letters, and numerals, three-dimensional shapes (packaging, containers, forms the product or its representation). In other words, brand can also be defined as a sign that is used to distinguish accurately your products or services from those of your competitors (Levy 1999, 47).

The word brand refers to the practice of certain producers who burned the mark on their products. Industrialization moved the production of various household items from local communities to centralized factories. Products such as soap were among these items. It was time to send the items to their respective destinations, factories started to put their logo or insignia on the barrels used, extending the meaning of brand or branding to trademark. The British Beer Company, Bass & Company, argued that brand, which consisted of, a red triangle trademark was supposed to be the world's first brand. The factories were established during the industrial revolution, generating goods for the masses also need to sell these products to a wider market, local products to consumers and family members. It was evident that the generic package of soap had difficulty competing with local products and known to consumers. Manufacturers needed to convince the market that their products were just as reliable as the premises. The brands Campbell's soup, the Juicy Fruit gum, Aunt Jemima and Quaker oats were several of the first products to receive a brand name in an effort to increase the familiarity of consumers towards the products. Many brands of that time as Uncle Ben rice and Kellogg's breakfast cereal provided illustrations of the problem. Around 1900, James Walter Thompson published a notice explaining the advertising trademarks that was an early explanation of what we now know as branding. Soon, companies adopted slogans, mascots, and jingles which began to appear on radio and television. Today the world of branding is very fascinated and innovative and continuously evolving. Marketers and brand strategists use a number of techniques to maintain the name of their brand. One of such techniques is of brand consistency, which is discussed, in this ...