BRANDING AND SALES PROMOTION | @gwillchrist

Branding is a means of identifying a company’s product by using the name, logo or symbol. The brand name distinguishes a firm’s product from the competitors’ products. The purpose of branding is for the buyers and customers to be able to identify a product’s brand among competing brands. Also, branding is used to identify and prevent faking and adulterating products.

Branding is a good means of advertising a company’s product. Branding also assists customers to create brand loyalty and helps the company to create good will.

Examples of brand names are Milo, Omo, Fanta, etc.

• It is a means of easy identification of products.

• It serves as a means of quality assurance to customers.

• It serves as a tool for price differentiation on competing brands. It is a good tool for advertisement of products.

• It gives added advantage for shelf display of products as customers can easily identify the products of their choice on the shelves.

• It Is used to increase sales of products.

• It is used to reduce faking and adulterating of products.

• It gives the customers opportunity for self-serving.

• It gives the consumers confidence on the product they buy.

• Branding aids the description of products.

Sales promotion refers to the means of increasing sales of products, usually consumable products. Sales promotion is any direct incentive or inducement given to a consumer to enable the consumer make immediate purchase or increase the purchase of a product. Sales promotion is always done for a short time; it could be days or a few weeks or months.The purpose of sales promotion is to increase the sales of a particular product or brand of products by giving the customers something in addition to what he or she is expected to get.

• It increases product and company sales.

• It is used to stimulate or encourage customers to make an immediate purchase.

• It enables a customer to buy productsat lower prices.

• Sales promotion can be used for clearance sales.

• Sales promotion can be used to meet sales targets.

• The cost of sales promotionwill eventually be passed to the consumers.

• Sales promotion can deceive the customers.

• Sales promotion can lead to wrong choice of products by the consumers.