K Varghese Thomas,Patron, KAIA
“Branding” is the marketing practice of creating a name, symbol or design that identify and
differentiates a product from other products. An effective brand strategy gives you a major edge in an increasingly competitive market. It’s a promise to customer. It tells them what they can expect from the product / services. Outdoor advertising commonly referred as Out of Home advertising (OOH) targets consumers who are traversing to home or vice versa or for any other purposes and is a great way to reach active consumers.
Branding and OOH advertising are part of marketing. Branding is more or less a generalised process whereas OOH industry reminds or switches the product / service to a potential customers’ memory. Branding process is a costly affair compared to OOH advertising.
Branding activities help to create an awareness of the product through various mediums like visual, print and online. As a final measure, to reinforce this into the mindset of consumers, brands / services can use OOH. As Kerala is a consumer state almost all the products are to be procured from other states. Hence advertising and branding activities play a major role in making people aware of the brand. As soon as the product hits the market, the manufacturer has to begin its product /service branding / advertisements.
The cheapest and affordable mode for a marketer, working both as a branding and awareness
medium in a single format to the potential people in the market can be OOH media.