A good brand recall is always a valuable asset for the company and its services.
Glowsign boards popularly known as GSBs play a very important role in making prospective customers to use your services.
It actually plays the role of an active sales person without any human intervention.
This is only possible if and if the GSB communicates the branding value which the customers aspires for.
Say premium brand with a shoddy and dirty GSB deters consumers..at least this is true in case of first time consumers.
In India many of the branded GSBs are not maintained at all by the retailers or the company it belongs to.
As a result the image of the company is belittled in the eyes of the consumers.
In many retail outlets the GSBs are not visible due to illmaintanence or not present there at all.Because of this scenario it has been observed these type of outlets hardly get any new customers and steadily the total walk ins reduces and the consumers are being continuously being enticed by the new ones.
The American Marketing Association defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
If brand plays such an important role in consumer connect why do many of the marketing treat them as "costs".
Do we realize that GSBs which play an important and frontline role in branding is given such a step motherly treatment?
When will the marketers treat GSB like an "Investment" instead of "Cost"?
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