XYZ Inc brand identity standards

Marketing

XYZ Inc. Brand Identity Standards

Consumers today are well informed and try to find services and products that they understand and feel comfortable with. This report is about marketing and the concept of 'Brand Identity Standards.' XYZ Inc. seems to understand that in numbers there may be success - or failure. All businesses should follow the lead of XYZ and focus a great deal more attention on sales and marketing because these two things are a strong indicator of success in the business world. There must also be some fundamental understanding that comes with being in business that states, without customers, no business can survive or grow. Success therefore for any business is a matter of attracting and retaining customers. "It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect deep-seated values in advertising and augmented product offerings. When marketers address consumer values, target consumers sense that the product's purpose is to benefit their individual lives." (Durgee, O'Connor, and Veryzer)

Business marketing and even the notion of branding should be based on the notion of the four P's:

Product

Price

Placement

Promotion

The key to successful marketing and branding are best understood if one focuses on the orientations and perspectives of past advertising and sales and then incorporate some process that can foster a word-of-mouth system. "If, for most products, it is the word of mouth that triggers the sales, is it not important to look at what triggers the word of mouth? What if all elements of marketing, such as sales, advertising, direct mail, etc., were not oriented toward directly persuading people to use the product? Instead, what if all your marketing elements were organized around causing people to talk about the product in a way that would get them to use more, and get their friends and colleagues to use more?" (Silverman, 1997)

Each of the 4 P's can be addressed by brand recognition. Today's technology and the more intelligent and savvy consumers have made advertising and marketing techniques change with the times. Nonetheless, branding continues to be a sound and viable approach to marketing and that equates to a business constantly reevaluating and recreating itself through new tactics for selling and advertising. First, in regard to promotion, marketers have begun to use an underground approach called buzz marketing. Several things have made 'buzz' attractive for XYZ such as the fact that the technique is quite affordable.

However, the true reason is that the consumer today needs a different and more diverse style of communication. "In a period of budget chopping, cheap is good. Then there's the rise of the Internet, which means marketers can reach just about anyone in almost any guise they care to assume. Finally, buzz marketing attempts to make each encounter with a consumer look like a unique, serendipitous event. That's appealing to the desired twenty-somethings, who remain skeptical of traditional mass advertising." (Khermouch & Green, 2001)