Evolution of Branding: Capitalising Upon Attitude Branding
Evolution of Branding: Capitalising Upon Attitude Branding.
Bumper stickers, often utilized to symbolize a person’s identity or beliefs, rarely advertise the brand name of their computers. Bumper stickers for HP, Dell, or Sony are seldom seen. However, what is seen regularly across cars, folders, even snowboards and skateboards is the universal, white colored Apple logo.
The power of the Macintosh brand stems from its ability to capitalize upon the power of attitude branding. Working at a deeper level, Apple’s branding taps into the consumer psychology of attitude choice. Apple does not simply represent a computer or a music player, but rather a lifestyle that represents people who “think different,” which has been their strongest branding slogan.
The concept of “trademark advertising,” the first seed of branding, has undergone several revolutions. Defining a product or company, branding is one of the most powerful tools in attracting customers. Attitude branding is today’s most effective technique, which connects with consumers on an emotional, subconscious level that causes them to become loyal customers. If you harness the power of attitude branding, your company builds an extensive, deep base of clientele.
The History of Branding
Branding practices were first practiced in the nineteenth century, when packaged goods were sold to the general public. The first commercial brand registered was Pears Soap. When the items shipped to local merchants, the company would place the brand name and logo on all of the packaging, therefore implementing basic branding practices.
Other companies quickly followed suit, including Aunt Jemima, Quaker Oats and Campbell Soup. Each of these companies is still recognized and known around the world today – with the same branding they used decades or centuries ago. With branding, a consumer is essentially buying a company name, instead of just a product. Branding increases the reputation and respect that is held for a specific company.
The Fundamentals of Branding
A company’s product or service is only as effective as its branding strategies. Even with the best product in the world, a business cannot generate revenue without customer recognition and attraction. The underlying goal of branding is to prompt the consumers to both consciously and subconsciously recognize a certain product brand. Research has demonstrated that the more familiar consumers are with a product or brand, the more likely they will buy.
For example, the top Fortune 500 companies, such as Coca-Cola, Disney, and IBM, are exponentially successful because of their strategic branding practices. Regardless what country you travel to, the image of Coca-Cola, Mickey Mouse, and McDonalds are prevalent and powerful – their branding strategies permeates to consumers, regardless of age, location, or nationality.
Most business experts agree that if a company desires to achieve multimillion revenues, effective branding practices must be implemented. Through proper branding, an unknown corporation can attain celebrity status in consumer households. For example, the strategic branding and placement of the word “Juicy” across derrieres launched fashion line Juicy Couture into international fame. In fact, branding is one of the easiest and fastest ways for a company to develop its market share.
The Importance of Attitude Branding
In today’s economy filled with consumer over-stimulation, people are driven by their feelings and emotions. This has created a new form of branding, known as attitude branding. Attitude branding is where a company chooses to represent a feeling that does not have a direct connection to the product.
Nike Corporation is one of the forefathers of attitude branding, with its billion dollar phrase of “just do it.” The slogan itself is not particularly related to their products; it does not purport any particular details about Nike shoes or athletic gear. Instead, the branding strategy promotes a lifestyle, an emotional connection with the consumer. This is clearly seen in Nike commercials, which rarely highlight the shoe, but instead focuses on people achieving their athletic goals.
Other popular companies that built their corporate empires with attitude branding include Starbucks and The Body Shop. Reflecting upon their branding, their slogans and symbols do not relate to coffee or body products, respectively. Instead, they both attempt to connect with the consumer’s emotions, encouraging customers to enhance their lifestyle through their products.
Attitude branding is one the most effective ways for a company name and product to become known by millions of consumers. This form of branding can take a small business and create a global corporation. Starbucks started out as one small store in Seattle – but through attitude branding that was reflected in its logo and store ambiance, it has become a global phenomenon found in almost every country.
Success and attitude branding go hand-in-hand. When you can tap into a consumer’s emotions and lifestyle desires, you build your company’s foundation to tremendous prosperity.