We all are very particular about the brand names of the products. But why do we? Is there any particular reason for that or we do it as everyone does it. Lets have a look on it.

In simple word branding is nothing but a symbol or a name .The name or the symbol itself suggests a lot to the customers who will buy the product. There is a long story behind it. The story of so many people who are working hard continuously to establish the brand name of the product.

Suppose there is a “Pen” of “x” company. Now as a brand manager you have to promote the brand. How do you do that? You can use many branding strategies to promote the brand .So first of all you have to have the Observation Power which will help you to understand what the other brands of the various pens are doing to promote their brands. This should be your first step, that is, to understand your competitors. From here you will get a clear idea on what you have to do for the promotion of the brand. You may do something different than your competitors to attract the attention of your customers. But obviously you have to understand “who are your customers” .There are different strategies to attract the different customers.

Branding Strategies to promote the Pen may include the following:

 •  You may promote the brand through advertisements through print media and the electronic media such as radio, television etc
 •  You may go to the colleges and the schools where you can give a presentation on your product. Even you can give a demonstration of your product also.
 •  If you target the school students as your main customers then try to convince them that what are the benefits they will be getting if they buy this pen instead of buying other pens
 •  You can even arrange an “ Essay Writing Competition” or “ Story writing” or the “Hand writing” competition in the schools or colleges to attract more students where the winners will get exciting prizes from the “X” brand Company.
 •  You can give your pens as a gift to them and on the body of the pen you can mention the name of your company or the brand name “X”
 •  You can arrange some road shows also. In the road shows you can simply distribute the pens to the going people. You can also tell them to fill up a form which will contain their names, phone number, occupation, email IDs etc. So that you can contact them further and ask them for feedback of the pen .
For feedback portion you can do it through phones or the emails.
 •  You can even distribute the pens in some offices so that they will also get a chance to use your pens.
 •  You can take help from the leafleting, kiosks etc which will definitely give you an extra advantage when going for the promotional part
 •  Banners, hoardings can also add an extra advantage to this. If your target customers are young then try to provide a “young look” in your banner or the hoarding.

For example: You can use school boys or girls or college goers in the advertisement to attract your targeted customers.

So this was the story of building the brand but the story is followed up by the quality of the product. If a marketer can not deliver what he/she has promised to his/her customers then there will be no use of branding but it will create a negative impact on the customers. A negative word about the brand is stronger than a positive word. A negative word can break all the reputation and the image which the brand has acquired throughout the years.