A brand portrays a company’s or organizations most valuable asset. It is a symbol, logo, name, word, sentence or a combination of all these items. In most cases, it distinguishes different products from others within the market. It represents the company or organization before the public.
Some of the known brands in Uganda include; Coca Cola, MTN, Picfare, Pepsi, Splash, New Vision, Mukwano industries, Daily Monitor, Nomi, Bell lager, Unilever Uganda, Nice House of plastics, Samona, Movit, and many others.
Making a successful brand
Most business/companies require a brand identity, something that will identify them as well as differentiate them from the rest of the businesses within the market. However, this (logo, name) will determine how success a business or company is.
For instance, the brand identity matters for a business to be successful. This is how a business presents its self to perceptions of its consumers. That is to say, from the design to the colors used will determine how people perceive it. For example, Coca cola is popular all over the world not because everyone person has tasted or seen its products but because of the identity it has set out for the public using its brand.
For a successful brand, one also requires uniqueness of it. That is to say, there are different brands in the market therefore it requires a difference in each to stand out. There are a number of businesses with basically the same products. Therefore uniqueness will ensure that one is separated from the competition. For example, Pepsi cola and Coca cola both produce soft drinks but due to a uniqueness in their brands, both attract different public identity.
It represents all the things a business is based on, this includes the products (goods and services). This therefore requires consistency in production for a successful brand. This is in a way that people expect either the same results or better but never less. Therefore, it is better to have a consistency in the products to keep the customers as well as attract more.
Branding is a very vital aspect of any business for marketing and advertising purposes. It is therefore advised that before one thinks of coming up with a brand, they ought to have a strategy. This gives an insight and more information on how, what, where, when and to whom the brand is targeting.