Brand Building is the essence of every marketer which decides on aspects like:
- Make or Break a Brand
- Position a brand among its TG
To understand Brand Building lets understand 2 very important key words linked to Brand Building:
Marketing is the process of:
- Planning & Executing
- Promoting & Distribution of ideas for a brand
The act a customer is prompted into through the marketing efforts and transpires into exchange of a product for a price can be defined as SALES.
Traditional Methodology of Brand Building:
- Above the line Activity - ATL
- Below the line Activity - BTL
Any activity that is visually appealing to a consumer & may or may not necessarily convert into a sale is termed as an ATL activity.
ATL activities are classified into the following.
- Hoardings etc
All activities that transpire into reaching out to the consumers to give a first hand experience on the product is termed as a BTL activity. BTL activities are held across various parallels depending on the product type and can be held in various places.
Launch is the most critical part of a BTL Activity. The launch is usually planned in 2 phases targeting:
- Individuals responsible for sales eg. Dealers, Retailers etc
BTL Activities can be held across subject to the nature of the product:
- Restaurants, Clubs & Lounge Bars
- Educational Institutions
- Corporate Houses
- Apartment Complexes