Selling the Brand and Brand Impact There would be thirty different definitions of branding and even more so when it comes to the concept of brand impact. But ‘sales’ is one such factor which doesn’t ace the list of what sells the brand a.k.a. the indicators of brand impact.
When people seldom confuse marketing and branding, they forget about the standard business practice to have separate departments for marketing, branding, and sales. The friction between the three either results in a creative conflict, or a never-ending blame game. The most important factor when it comes to brand impact can be experienced by imagining yourself as a consumer. We did a small survey with ~110 randomly chosen people and asked them what aspects they would consider before buying something as small as a bar of chocolate when they had a craving. These are the attributes, arranged from most important to least important, that people preferred in the survey 1. The type of chocolate (dark, milk, nutty, wafer, etc) 2. Past experience with the same brand 3. Size of the chocolate 4. Packaging (colors, brand mark, etc) 5. Price 6. Advertisement seen/ Recommendation from an acquaintance 7. Amount of calories It is very clear that people who think about cal...