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Branding is important both for effective online marketing as well as offline promotion of the product or service. Let us see how we, as consumers, identify with a particular brand. The first and foremost component of a brand is the company logo. In recent years, and especially before the age of technology took over all other mediums of customer communication, television commercials were one of the most effective ways of popularizing a particular brand. While advertisements help in offline marketing with the aid of a catchy tune or graphic, the same is now increasingly being represented in the online field as well. Videos, podcasts and other visual means of advertising are rapidly taking on the role of brand promoters.
All of these various ways of promoting a brand form part of the brand management strategy of a company. While the first step entails thinking up the company brand name, the one that follows is envisaging the company logo. Within the context of the current marketing requirement of a strong online presence, brand management essentials require the development of a creative, informative as well as interactive website. The website should be both search-friendly as well as user-friendly. In the age of the Internet, it is of little help to have a website that is wonderful to look at but lacks ranking on search pages.
Thus, brand management also entails the proper search engine optimization, or SEO, of a website. SEO takes into consideration the reputation management of a company, in many ways. Off-page SEO methodology is known to take into account several means of promoting the brand online – blogs, articles and directories are some such strategies. They advertise the product or service that a company wishes to serve its consumers, and ensure the company website receives the traffic that will help attain effective marketing results.
Virals have been an effective marketing tactic for brand popularization too. With innovations and technological invention, online marketing treads new ground almost every day. This is not to say that offline marketing initiatives are not useful. OOH is a functional method of promoting a brand in a huge way. Simple hoardings with the company logo are effectual means of brand management. Print media also continues to evolve at a rapid pace, bringing the consumer face to face with the real story behind a brand, in depth.
Whether it is online or offline marketing, consumer awareness and strategic market supervision have led to the exposure of brands to more diverse methods of promotion. Both the brand and the consumer are more sensitive to the changing trends and their subsequent impact on the market.
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by Jack Stellon
