The First edition of the on-air programmes as part of the Citi Business Festival commenced today with marketing and brand expert, Professor Robert Hinson on the Citi Breakfast Show.
This week’s on-air programmes will focus on marketing, discussing different aspects such as branding.
Speaking to Bernard Avle on the Citi Breakfast Show, Professor Hinson maintained that it is important to transform a product into a brand to make it sell.
“A brand typically has a consistent group of characteristics images, and emotions that consumers recall the experience when they think of a specific symbol, product, service , organization or location. In marketing we have this famous concept called the evoke set, it is the aggregation of two or three brands that enter your mind when you think of a product category,” he said.
He explained that it proper for organizations to brand their products well to be the reference point when consumers need such items.
“So for instance if you say I’m thirsty and you want a soft drink, do you remember Pee-Cola , or do you remember Fanta or do you remember sprite, so brands are very important because they also have what they call a promise of bundle of attributes , and these attributes are the ones that make up the brand,” he noted.
He pointed out that one of the advantages of branding is the ability to break barriers and go beyond specific places.
“A powerful brand also enjoys a high level of consumer brand awareness because it transcends beyond geographical boundaries so you can grow a brand in Ghana and migrate it to the Gambia, Nigeria, Tanzania to Sierra Leone and to Kenya. So branding gives you a certain seal of approval,” he said.
By: Lawrence Segbefia/citibusinessnews.com/Ghana