It is impossible to please absolutely everyone – that is why it is important to have a clearly defined target audience for any product brand.
As an example, let's take the chain of supermarkets for children "Dochki-Synochki", covering more than 200 outlets throughout the country. The company's branding focuses on parents, primarily young mothers, striving to meet their tastes and needs. This is achieved through careful development of values, positioning, customer communication strategy and visual design, focused on the desires and expectations of this particular group of consumers.
Target audience for branding
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In the process of branding, companies uae email list face a unique challenge: they must appeal to a wide range of audiences, which is a violation of traditional branding principles. This process is aimed at creating a unified and positive image of the organization in the eyes of various groups: from retail and wholesale customers to employees, partners, investors and representatives of the public and government agencies.
The creation of such a brand involves developing an image that will be equally attractive and understandable to everyone, regardless of their age and social status, be it a twenty-year-old student working as a courier, a forty-year-old manager of a partner company, or sixty-year-old Maria Ivanovna, who prefers the company's products.
The responsibility for solving this complex problem lies with professional branding.
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Maximum importance of reputation
The term "corporate brand" largely overlaps with such concepts as "reputation" and "image". This to a certain extent reduces its flexibility and increases dependence.
In the consumer goods industry, it is not uncommon for a single company to have many recognizable brands. For example, the Mars Corporation, a confectionery, pet food, and convenience food company, owns such well-known brands as Twix, Milky Way, Bounty, UncleBen's, and Pedigree. These are just the most prominent examples. This diversity means that problems with one brand have little impact on the corporation's overall reputation, giving the opportunity to eliminate an unsuccessful product from the assortment without harming other projects.
The creation and strengthening of an organization's image is closely related to maintaining its reputation, since without it it is impossible to build a reliable brand. The development of a corporate image requires the company's management not only to be able to maintain existing advantages, but also to strive to improve overall perception. Reputation is a key element that limits the brand's ability to radically change, and the responsibility for its formation is very high.
A brand is a valuable intangible resource that helps a company expand its capabilities and capture new markets.