Balades en expertise comptable :
Why Branding Matters

Actu Anglais avril 2022

Why Branding Matters... décrypté par Jean-François Allafort, co-auteur des Fiches DCG UE12 Anglais des affaires, collection « Expert Sup », Dunod, et présenté par Ian Waddelow

#Branding#Marketing#BrandAwareness#BrandValue#Customers

Why Branding Matters – Script

Welcome to the series of DUNOD podcasts designed to help improve your English in your own time on topics related to your studies.

‘Just Do It’, ‘Impossible is Nothing’, ‘Because You’re Worth It’, ‘Think Different’. Sounds familiar ?Everybody knows the brands behind these catchy slogans.

They are unforgettable, capable of grabbing consumers’ attention.

They’re also catchy enough to stick in people’s heads long after the ad has passed them by —sometimes for years. Why is that so ?
The answer lies in branding. Branding is one of the fundamental building blocks of good marketing and great strategy.

Branding captures the hearts and minds, secure allegiance of loyal followers, operates a unique point of difference and so delivers sustainable competitive advantage

It is essential for the positioning for a company. And more than simply placing a print ad, a radio commercial, a TV spot or a digital campaign. It is much more than a catchy slogan.

A good brand connects with people at an emotional level, they feel good when they buy the brand.

Here are some reasons why branding is so critical to successfully promoting any group or business.

• Good branding helps determine the strategy to get the right message to the right person at the right time. ‘Because I’m worth it’
• Branding matters because customers develop an emotional attachment to what they expect when they do business with a company or whenever they buy their product. All of you will be able to refer to brands that you buy because you love them.
• Branding also tells a story. It is the promise a company makes to its customers, wrapped up in an experience. ‘Impossible is Nothing’.
• Branding also creates awareness of what the company is and does, and so brings that customer loyalty. They buy systematically the same products because they are familiar, it says something about them and it kickstarts their hearts and minds.
• Branding can also generate more customers and growth. Word of mouth can become the company’s best and most effective advertising technique.
• It also enhances the ability to command higher prices in the marketplace. ‘Think differently’ and you’ll be willing to pay more for an Apple product.
• Branding gives that competitive edge, a point of difference, standing apart from the crowd. And quite often it is better to be different than good.
• Branding also increases business value, providing more leverage within the industry, and perhaps a more appealing investment opportunity because of its leading place in the marketplace.
• Branding also reflects internally on employee satisfaction and pride. When an employee works for a strongly branded company and truly stands behind that mark, they are generally more satisfied with their job and take a higher degree of pride in the work that they do.

So in short, brands are a hidden asset for every business and billions of dollars change hands every year buying and selling something that accounting principles traditionally say has no value. At least until after the purchase when it finally appears on the statements as good will. Interbrand and International Branding Consultancy calculate a price tag of around 295 billion if you wanted to buy the Apple brand, with Google, Amazon not far behind.

All great brands resonate with a chosen target segment of the market better than anyone else, even though they are not the only players in their market doing so.

Conclusion

So we can see branding is absolutely critical to a business because of the overall impact it makes on the company. Branding can change how people perceive you, your products and your organization driving new business, and increasing stakeholder value. It can also do the opposite if managed wrongly or not at all.