First scenario: If a consumer is made to choose between a well known brand and a new one. Without blinking of an eye, the consumer will choose the well known brand.

Second scenario: The same customer will be made to choose between a new product and a well known brand that is at a higher price – the customer will still most likely choose the well known brand.

This only goes to show that in the world of business, brand identity and loyalty is of the utmost importance. This is the reason why brand promotion is an ongoing marketing strategy not only in big conglomerates but in small businesses as well.

Obviously, multi-national companies have big annual advertising budgets as well as well large marketing departments to spend the resource. They have millions available for advertising purposes and they can easily afford the big budget TV, radio, newspaper and magazine advertising campaigns.

So how can the more modest companies create brand identity? Of course, they have to use alternative marketing strategies that can convey their message to the public without making a big dent on the company pockets.

These companies can make use of their websites, flyers, and of course they can use an economical but effective marketing tool – the promotional product strategy. What is great about this advertising tactic is the fact that these promotional products are relatively economical to produce. An added bonus is that many of their suppliers are available online. Ordering can be done with just a few clicks of the mouse. Once the product is chosen, the company can electronically send their logo to the supplier so that it can be reproduced on the item.

Promotional products include pens, clocks, mugs, umbrellas, bags, key rings or just about any other product that is commonly used everyday. Once these products are imprinted with the company logo, the contact information and perhaps a marketing slogan, they can effectively reinforce the brand identity of the company. Let’s take a promotional pen as an example – a pen will be used many times during a day not only by the owner but by other people as well. Every time the pen is used, the imprinted logo will be noticed. Company brand recall therefore is generated.

Promotional products are not exclusively used by small companies. Big conglomerates use them too in addition to their tri- media advertising campaigns. They know that this effective marketing tool will ensure that their brand identity is maintained.

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