What is branding: a strategy for creating a strong image

1. Mission and values <TAG1> what the brand is for and what it brings to people.
2. Positioning <TAG1> how does the company differ from competitors.
3. Identity – brand visual shell (logo, colors, style).
4. Tone of voice <TAG1> as a brand communicates with its audience.
5. Customer experience <TAG1> the path that the consumer goes through in interaction with the brand.
6. Marketing and Communication <TAG1> advertising, PR, social networks, collaborations.

• Highlighting – in the market helps to be visible among competitors.
• Building trust – consumers choose well-known and understandable brands.
• Customer loyalty – people are returning to brands they feel connected to.
• Added value – strong brand allows you to sell more expensively.

• Nike <TAG1> brand is associated with victory, strength and motivation.
• LEGO <TAG1> symbol of creativity, play and imagination development for children and adults.
• Starbucks <TAG1> is not just coffee, but a "third place" experience and atmosphere.

In the case of Starbucks, the concept «third place» (Third Place) means the space between home (first place) and by work (second place). It is a concept popularized by sociologist Ray Oldenburg, describing places for informal communication and social connections.

Research shows that trust is one of the key factors in consumer choice: about 59% of buyers prefer the brands they trust. That's why big companies invest millions of dollars every year to support and develop their — brand, from advertising campaigns to creating a unique customer experience. These costs are fully justified, because strong branding can increase the value of the company several times, even without significant changes in the product itself. Thus, the brand becomes not only a marketing tool, but also an important asset that directly affects business success.