Approaches to Branding Essay

It is essential for a business to build strong relationship with its customers to be competent to stay above all competitors. One tool that a high society has is a strong blot. The spare-time activity are the most common ways of how companies use brand in marketing their products or services. embodied Branding. This type has been around ever since competitor among business started. In corporate branding a company uses its own name as the brand for the company. The company usually promotes its products under that brand name (Crystal 2003).An utilisation of which is Disney, where all products of the company included the name Disney. In this approach the corporation or company is the main selling point (Csaba, Schultz & Yun 2005). If successfully used the company can create brand loyalty where customers musical note for products under that company or under the brand name. The downside of this approach is that the company will have a tendency to be identified with a single produ ct category (Crystal 2003). Employer Branding. With the rise of newer resources like technology, the situation remains that personnel are still the most important resource of any company.As the competition for first-rate employees becomes tight, companies attract them through Human Resources Marketing or through employer branding (VersantWorks 2008). Employer branding is the touch of the stakeholders current employees, potential occupys, and previous staff about the company as place of work (Harris 2002). The thinker is to instill in the stakeholders mind that the company is great place to work. It immerses the employee into the company, gives the employees a sense of rob and belongingness and most important of all job fulfillment (VersantWorks 2008).A company with a good employer branding is LOreal. Voted as one of the Fast Moving Consumer Goods FMCG Employer of Choice (Employer Profile 2008). LOreals passage website declares it in black and white. The companys objective is to provide a sound working purlieu for its employees. Working for LOreal would entail a secure workplace, performance is given credit, a diverse culture, and where privacy and private life are valued (As An Employer 2008). What makes this strategy work for the company is because LOreal knows who it wanted to hire and stress the HR endeavor to accomplish the task (Klein 2008).Cause Branding. This is an approach in branding where a company supports a cause to be able to increase profits or to set it away from competitors (Ivy Cohen Corporate Communications 2007). As examples will be Avon Breast Cancer Crusade, ConAgra Foods Feeding Children Better Program, Reeboks Human Rights Awards and Rockports Fitness Walking Program. This opening move is usually interchanged with cause marketing and corporate kindly responsibility. Cause marketing just like cause branding seems to have the same objective exclusively the difference lies in the duration.Short-lived cause marketing initiati ves are usually one-time deals like food drives, show bins, and auctions for charity. While cause branding is a year-long continuous endeavor. Where the company tries to associate a cause to the brand in the customers mentality (Evergreen & Partners 2005). On the other hand CSR or Corporate Social Responsibility is the broader initiative that consumers expect from a company. CSR involves labor practices of the company, community activities and environmental programs. It comprises various causes while cause branding focus only on one cause (Evergreen & Partners 2005).