Tomorrow Style

Branding is the process through which meaning and value are added to product. At its simplest, a brand is a guarantee of authenticity and reparability, a badge of trustworthiness and a promise of performance. Thus, a brands exist as a collection of notions in the consumer’s mind. Branding, however, can actually affect our perception of a product’s physical characteristics and thus positively color our experience of using the product. To this extent, branding is used widely by manufactures as a cost-effective means of adding value to their product. On average, branding is responsible for over 80% of a product’s added value, yet accounts for only approximately20% of its cost. Manufactures establish brand identity by various means, including naming, packaging, advertising and marketing. The idea of “brand personality” is also becoming an ever more important factor in the marketplace, as manufactures attempt to differentiate their products from those of their competitors.