Building Brand Awareness Through Tradeshows – Marketing
Building Brand Awareness Through Tradeshows
Susan Freidmann
Branding is a basic marketing concept that is designed to set your products/services apart from the competition. By using a particular name, phrase, design, symbol or a combination of these, you can create a unique identity. When choosing a brand name, consider the following five criteria:
It should suggest product/service benefits.
It should be simple, memorable, and unique.
It should fit the image of the company.
It should have positive connotations for the target market.
It should be easy to pronounce and to pictorialize.
Branding is not a sales and marketing gimmick. Instead it refines and defines corporate culture and identity. A brand must have meaning to its consumers, its organization and its employees. Brand is an emotional link between you and your customer. It is what people buy when they buy your product or your company. The most important part of a brand