How can brands build their consumption?

If brands are transparent then consumers will trust that brand more and this transparency will be discussed online as well. Total brand experience starts from advertising, continues when the consumer sees the product on shelf, to when he feels/smells it and finally when he consumes the product.

Good topic Meena,

You asked how brand can build their consumption. Company has to adopt 360 degree approach to increase the consumption, one factor can't influence the consumption pattern.

The parameters which may matters to increase the consumption are:

a) Distribution network. Where all your products are available

b) Brand image of the product. How your product is perceived by consumers, they see it as value for money / premium product.

c) Awareness about your product. How much advertising support does product have?

d) Quality of your product. If the product is as per consumer expectation, repeat purchase will be done.

There may be more factors like that. Thus it is not one factor which will help increasing sales for company,

Himanshu

A Brand can only prosper(increase consumption) by giving more value to its customers than its competitors. A common example could be the presence of Private labels in super marts as the most renowned brands have not been able to deliver Value to Their immediate customers that is super-marts....

If you want your brand to be consumed more than others, then you have to have these:

Accessibility: Brand should be accessible with ease.

Afordability: Consumer should not feel that to consume your brand an extra budget is required.

Adoptability: How adoptable is your brrand with consumer.

Branding is more than just a business buzzword. It has become the crux of selling in the new economy. If the old marketing mantra was, " Nothing happens until somebody sells something" the new philosophy could be " nothing happens until somebody brands something "

Brand is the name attached to a product or service. A brand represents many more intangible aspects of a product or service: a collection of feelings and perception about quality, image, life style, and status. It creates in the minds of customers and prospects the perception that there is no product or service in the market that is quiet like yours.

Unless you build a powerful brand and create brand identity, and if you cannot convince the customers that your product is worthy of purchasing, no amount of advertising, fancy packing, or public relation will help you achieve your sales goals.

Therefore successful branding program begins with superior products and services, backed by excellent customer service that permeates an entire organization.

Then comes the remaining things like distribution, availability, and pricing etc.,

Hence in my opinion the successful branding/creating identity will create & develop loyal customer base which will only make brand consumption again and again.

1. Thanks for the referral Ms.Meena Deshgupta  

It is easily said that transperency will lead to consumption but to add on to the consumption and keep on building to it , the consumer or customer who consumes it should derive full satisfaction at evey point of the units consumed .

All the arguments fail to realise or understand that a chunk of Indian population reside in the rural area,s , wherein the real consumption story lie, hence my argument on core services and value added services for full consumer statisfaction.

The Brand drivers may create the brand saliency or recall but in order to build consumption its important that Brand managers/ Marketiers focus on the Core services and the Value added services so as ensure continuous availability of the product to the consumer/customer , also reinforce the salient aspect of the brand communication to the targetted group for maximising the competitive advantage which will in turn build the real consumption levels for the brand. 

Dear All be it in sense of growing demand in any said sector or product brands can grow only when if all the parameters meet the requirement of the consumer i.e satisfaction of customers, competition, present brand value at that time.

Or be it Ethical Standards all areas will have to be taken into consideration critically.