Branding can work for your business in different ways. Here are some...

Brands can work as

• a bridge between buyers and sellers
• influencers of choice
• a marketing tool
• surrogate people
• symbols of quality
• trust-marks
• a source of added value.

Brands can work by

• creating an emotional response
• reassuring
• tapping into values
• appealing to the emotions
• confirming beliefs
• bypassing rational scrutiny
• ‘raising the bar’ for competitors
• generating faith.

Brands can work to

• command a premium
• reassure
• lower barriers to resistance
• generate affinity with users
• promise consistency
• create belief
• create markets
• command a mindspace
• create loyalty.

Marketing Thinking from GCM Marketing Ltd. provides consultancy, advice and practical help with marketing analysis, marketing research, business and marketing strategy, marketing plans, marketing communications, brands & positioning, from a base in Scotland. Copyright © 2004, 2005,2006.