What are the effects of branding?

We hear the word “branding” a lot these days, but what does it mean in the first place?
What are the positive effects of working on branding?
Branding refers to a series of activities undertaken by a company to enhance the value of the company, its products and services, and to differentiate itself from its competitors.
In fact, branding is necessary for any company, from individual stores to major corporations.
Successful branding can have a variety of benefits, including the ability to sell products with fewer advertising costs.
Then we need to get to work on branding ASAP!
First, I need to understand what branding means and how it works.

What are the effects of branding?

Branding is one of the most important things a company can do to enhance its brand and product value. In this article, we will explain what branding is, what makes branding successful, and how it works.

What is Branding?

Branding is a series of corporate activities to create, enhance, and promote the image of a brand, product, or service to consumers and business partners.

By working on branding, a company can improve the value of its company, products, and services and establish its position in the market by making society as a whole aware of the philosophy it wishes to convey to society and its strengths, and by clearly differentiating itself from its competitors.

Branding can be considered as one of the marketing methods because it improves the brand image and leads to sales promotion.

For more information on branding, please see the Trademark Guide content below.

Branding Effectiveness

With a well-developed strategy, branding efforts can produce long-term results with a small advertising budget.
Below are some of the benefits that can be expected from a branding effort.

Benefit 1: Breaking free from price competition (competitive advantage)
Consumers tend to choose familiar brands over unfamiliar brands when purchasing products. This is because consumers are more comfortable with the quality of products from familiar brands.

Therefore, as branding increases brand awareness, it establishes market positioning and eliminates the need to compete with other companies on price.

Benefit 2: Securing talented human resources
When a brand is recognized through branding, it is more likely to gain the trust of society. A company that has gained the trust of society is more likely to attract excellent human resources in the same industry. In addition, it will attract people who share the same corporate philosophy and vision, thereby preventing mismatches during the hiring process.

Benefit 3: Creating Fans
If customers become fans of your products and services by focusing on branding, they will continue to purchase your products and services, and you can expect to secure stable sales over the long term.
In addition, customers who become fans will promote your products on SNS and introduce your products by word of mouth, which will lead to attracting more customers. Fans are growing your brand together.

Benefit 4: Profit Increase
As a result of breaking away from price competition and gaining a large number of fans, the company can expect to increase its profit margin in the long run, as it can secure stable sales even with fewer advertising expenses.

Key to Successful Branding

Outer Branding and Inner Branding
While branding efforts aimed at consumers and customers are called outer branding, efforts aimed at the company’s employees to share the company’s management philosophy and vision and to help them understand the company’s values are called inner branding. Inner branding is done to increase the motivation of people working in the organization. By addressing both of these issues, it is possible to convey a consistent image without blurring.

Determine the Brand Direction
Before you begin branding, it is important to determine the direction of your brand and clarify what products and services you are offering, to what target audience, and how you want that target audience to perceive your brand to be of highest value.

Establishing Brand Identity
Brand identity is the personality and appeal of a brand. Brand identity clearly differentiates the brand from other brands and is a concept established and held by the brand creator.

It will also be essential to ensure that the brand identity is recognized not only by customers, but also internally as an organization, so that there is no blurring of direction as the branding process moves forward.

Branding Methods

Consumers and customers perceive images from products and services, information and messages from the brand, and all points of contact with the brand. The images that consumers and customers have are accumulated to build the brand image.

Therefore, implementing branding at all points of contact with consumers and customers will lead to success.

Branding Methods
-Brand name, logo design and mark
-Store exterior and interior design
-Office design
-Staff uniforms
-Product packaging and design
-Catch copy
-Advertisements, SNS, video sites, web, etc.
-Books and pamphlets
-Recruitment information site

In the past few years, websites have become an important part of branding, with many cases of commercials and websites being linked together. In addition, SNS is a place where companies and consumers can communicate in very close proximity. Specifically, tweets on a company’s official Twitter feed have become a topic of conversation, attracting new customers and fans, increasing awareness, and spawning the creation of popular products.

The store’s exterior and interior design can also greatly affect the impression consumers receive. Time spent in a clean and relaxing store will add value to the consumer, making even expensive products more likely to be chosen.

I understand that branding is about creating a brand image and improving the value of a brand.
I now understand the various effects of branding.
Many of the branding methods you mentioned can be registered as trademarks.


We hope you have learned about branding and its benefits. We hope you now understand that branding can provide many benefits.

Brand names, logo designs, catch copy, store exteriors, and product designs used as branding methods can be protected from imitation by other companies and maintain differentiation by obtaining rights to them as trademarks. On the other hand, if you do not obtain trademark rights, your product design or name will soon be imitated by other companies and lose its value and credibility.

We support our clients in obtaining rights to and utilizing their important brand logos, product packaging, and other intellectual property.

Amazing DX makes it easy to conduct a trademark search (search for prior trademarks) to registration with the assistance of AI. Try our free trademark search first.

For your branding, a trademark application is very important.

Let’s sign up and search for the trademark which would be obtained safely.

Supervisor for the article:
Osaka Legal Strategy Department General Manager Akinori HACHIYA
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