A product is a physical structure, but a brand is a perceptual entity that lives in the people's minds.
The first question that strikes our mind is "why branding is necessary?" As the products fail to generate competitive superiority, the need for the brand arises.
Though essentially the product is a key for any company to enter the market, it does not guarantee the success of every product. The success of a product in a particular market does not just come from market participation. The only way to survive in the market, today, is when the consumer prefers our product over others. Influencing or attracting customers to one's products or services and against the competitors is critical to success of any business. So, branding aims at attaining such favor from the consumers. But one should always keep in mind that success always comes from creating value to customer from one's offerings in the market.
"The customers do not perceive the world as it is. Their internal mental image of the world, at times, differs from the external physical world. The reality for an individual is perceived. "The objective reality of a product matters little; what matters is the customer's perception of a product or a brand." Perception is the process by which the customers make sense out of world. Customers translate the external physical world into internal subjective world."9
Strong brands are important both for the companies and for the consumers. Strong brands add value and increase revenues and also magnify the image of the companies. Thus they are important to the companies. For consumers, strong brands act as a source of quality certification and thus show them a product they can trust on.
A strong brand will allow you to influence the purchase decisions of the buyer and figure out perceptions held not only by your customers but also the prospects. It helps command a premium price and build customer loyalty through emotional association. It makes purchase.
[...] Besides traditional uses and as a result of different finishing processes that have been applied to the cotton fiber, cotton is made into specialty materials suitable for a great variety of uses. Cotton fabrics with specialty applications include, for example, fire-proof (flame resistant) apparel, which is suitable for professional uses and provides effective protection against potential risks associated with high temperature and particularly flashover. Flame resistant cotton fabrics are treated with chemicals. Without chemical treatment, cotton would burn up releasing very strong heat, just like the major part of synthetic fibers, which melt when they are exposed to high temperatures. [...]
[...] And so they are now want to be successful in introducing a brand to their cotton Connected A strong brand is well connected to different people or groups or communities. It means having a network of employees, partners or alliances and also having good links to the entire supply chain. It all means being connected with the society in general though undertaking socially responsible activities. All these help in building successful brand image and thereby building brand loyalty which in turn extends the sales of the company. [...]
[...] So, in order to be a price-maker, it has to offer something which the consumers value and thereby charge premium for the brand based on such differentiation. Though branding a commodity such as cotton is not as easy as in case of consumer products, one can still try and get some premium and recognition for the quality. We can't really say that there are no brands in cotton at present. Usually the traders deal with cotton by mentioning the name of the seed cultivated as the basis for judging the quality. [...]
[...] The industrial revolution of eighteenth century Europe paved the way for the most far- reaching, influential transformation of cotton textile manufacturing” Major uses of cotton fibers Cotton, though unnoticeable, is a part of our daily lives right from when we dry our face with a soft cotton towel in the morning until we slip into the soft cotton sheets at night. It has variety of uses, from shoe strings and cleaning cloth to jeans. major end uses for cotton fiber include wearing apparel, home furnishings, and other industrial uses (such as medical supplies). [...]
[...] And through websites is a least preference as it is still in the stage of improving. Q11. Should the branded cotton be packed in a different way compared to non branded? Response No. of Respondents Percentage This is one important question which the company has to take care of in order attract large number of customers. There are 70% of respondents who said that the packing should be impressive in order to attract many customers. And also show the buyers that there is a difference between the branded and non branded of cotton. [...]
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