Promotional Gifts News

Entrepreneurs 'confused about branding'

A number of entrepreneurs are confused about the meaning of branding, using the terms 'branding', 'marketing' and 'advertising' interchangeably, it has been reported.

Writing in Business Week, Karen E Klein commented that the confusion between these terms is "unfortunate" because effective marketing and branding strategies are "essential" to a company's success.

Gail Guge, managing partner of Wilkin Gauge Marketing, told Ms Klein: "If you're spending money to advertise and market without being connected to a brand position, you might as well pile the money up and burn it."

Branding expert Rob Frankel from Los Angeles told the publication that branding needs to be addressed before any other promotion is begun.

He told Ms Klein: "First you create the brand, then you raise awareness of it."

An article on HRMbusiness.com reports that when creating a brand it is important to identify the positives of the firm and emphasise these in any promotional material that is produced.

Looking for corporate promotional gifts? Business Gifts Supplier offers a choice selection of business promotional gifts including pens, picture frames, keyrings, card cases, pewter tankards and hip flasks.

Published:10-Jun-2008

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