Product Branding - The Magic That Sways You To Buy Brand X Over Brand Y
Once more, the magic of product branding worked on someone, who, after being a long-time user of a particular phone, bought a new one, albeit from another brand.
Juhani Lehtimäki, the German founder and chief technology officer of Munich-based app maker Snapp Mobile, one day decided to buy another smartphone.
He replaced his Google Pixel 4 with a Samsung.
For Lehtimäki, what made Samsung Z Flip 3 “interesting,” despite being “costly,” is its “form factor.” It comes in seven colors, too, though it could just be a bonus factor for him.
Released in August 2021, Samsung Z Flip 3 was the South Korean company’s second foldable smartphone.
COPYRIGHT_MARX: Published on https://marxcommunications.com/product-branding/ by Keith Peterson on 2022-10-07T05:12:28.939Z
Lehtimäki was looking for a phone that would reflect “innovation,” according to him, and at the same time, one that’s “reliable.”
Now here comes the innovative Samsung Z Flip 3: a flip phone in a sea of rectangular smartphones.
What further convinced Lehtimäki to purchase it was YouTuber Marques Brownlee.
In his eponymous YouTube channel focusing on tech videos, Brownlee made a review of Samsung Z Flip 3.
In the first couple of minutes of the 12-minute product review video, Brownlee mentioned some features “that really make it that much more usable,” plus “a key few things that make a big difference.”
And Lehtimäki was after reliability.
With 15.5 million subscribers, this American pro ultimate frisbee player seems to be doing a great job. One proof was that he was able to convince a tech-savvy guy to purchase the Samsung Z Flip 3 based on his review.
What happened shows just one of the many tools used in product branding.
How to create a great brand name | Jonathan Bell
That’s a picture below of the Samsung Z Flip 3, which Juhani Lehtimäki bought after getting convinced by Marques Brownlee.
Then she shared a definition from a 2015 book by Kotler & Keller:
Branding is endowing products and services with the power of a brand.
- Kotler & Keller, 2015
By that definition, Andrivet pointed out that product branding:
- helps in “shaping a brand in consumers’ minds”
- makes consumers “to quickly identify and experience” a brand
Marion Andrivet, an advertising and marketing expert, said that product branding prompts consumers to make a choice.
For example, there are different brands of bottled water being sold in the market today. How can the company behind Product X convince consumers to buy it over Products A, B, C, D, etc.?
Now that’s one reason why product branding is important. It gives equal footing to people wanting to sell the same products.
It’s a way of making people choose a particular product over something else.
The Kardashians have a huge social media following and almost always on the news. No wonder they get several endorsements.
Their physical appeal, the sophistication in their individual and collective lifestyles, and the overall Hollywood glamor they convey have become considerations when it comes to product branding.
Here are three more specific examples by Widen.com:
- Apple (logo + high quality technology + consistent sleek design)
- Coca-Cola (logo + color + shape of the bottle and can)
- Starbucks (logo + color + quality coffee)
A product is any physical (tangible) or virtual (e.g., nonfungible tokens or NFTs) item that people (consumers) can buy or avail of.
Products come in the form of goods and services, such as the following:
- food and beverages
- appliances and gadgets
- seminars and workshops
- medical services
- tour package
The website 99Designs identified eight types, namely:
- product branding
- personal branding
- corporate branding
- retail branding
- service branding
- cultural and geographic branding
- offline branding
- online branding
Shopify offers seven steps to do that:
1. Know your target market and likely competitors.
2. Concentrate on a particular image that you want your product to project.
3. Think of a business name.
4. Make a slogan for your product.
5. Pick the fonts, colors, and designs for the product look.
6. Create a brand logo.
7. Use your branding in all aspects of the business operation.
Product branding is the process of creating a unique or exceptional image for your product.
In a nutshell, that is what it’s all about, according to Marion Andrivet. It’s not enough to just produce a product and a brand.
One needs product branding to find and capture customers and to survive in an ever-competitive marketplace.