Promotional Clothing Q&A

Recently Coca-Cola launched their "Share a Coke" campaign in the United States. has sold more than 1 million personalized bottles since launching in 2015. Now branching out into apparel, the site is eager to engage fans in ways that reflect their personal connections to the brand. People love to express themselves through their apparel, and personalized "Share a Coke" t-shirts are a great combination of brand love and individual touch. People were buying customizable "Share a Coke" t-shirts which are sold with Coca-Cola brand badges and wearing them, but more than anything, they were ambassadors for Coke’s marketing. Thanks to the campaign, the company saw a 2.5% increase in total sales. Apart from "Share a Coke" campaign, Coca-Cola been selling logoed apparel in the past. Logoed apparel & promotional clothing was always part of their brand promotion and you can't deny that it isn't a part of their brand promotion success.

What is brand promotion?

Brand promotion is a common marketing strategy intended to increase product awareness, customer loyalty, competitiveness, sales and overall company value. Businesses use it not only to show what is different or good about themselves and what's for sale, but also to keep that image alive for consumers. It usually focuses on elements that can stand the test of time, although businesses do adjust promotions based on what is happening in the market. The efforts required to be effective with these techniques require that marketers be passionate about what they're doing.

What is main objectives of brand promotion?

a) To Increase Reputation - Refers to how a particular brand (whether for an individual or a company) is viewed by others. A favorable brand reputation means consumers trust your company, and feel good about purchasing your goods or services. A positive brand reputation builds loyalty and increases customer confidence in your brand and product, ultimately driving sales and bottom-line growth.

b) To Build Image - Brand promotion is also aimed at creating a positive image of the company offering its brands in the market. A company can build its prestige and goodwill by offering quality brands at reasonable prices and through satisfactory after-sale service.

c) To Differentiate the Product - Another main objective of brand promotion is 'brand differentiation' which means convincing the customers about the unmatchable features or merits of the particular brand. For example, Pepsi differentiates its brand by using the slogan "The choice of a new generation". Such differentiation helps to create 'Brand Loyalty' which means consumers are faithful to and continue to prefer a particular brand.

d) To Build Brand Equity - Brand equity means the power and value that a brand adds to a product. The utility of the brand is emphasized. Status oriented advertisements highlight the value of the brand and pride in its ownership. For example, utility of owning a Bentley car or Apple MacBook laptop. The brand value of a product justifies its higher price in the market.

e) To Increase Demand - Brand promotion efforts aim at stimulating demand for a product. They persuade customers to buy more and more of the product so as to increase its sales and market share.

f) To Stabilize Sales - Seasonal, cyclical and other fluctuations in demand affect sales. Brand promotion efforts seek to stabilize sales by minimizing the impact of such fluctuations. For example, Nescafe promoted its new brand of 'Iced Coffee' to increase sales during summer.

g) To Offset Competitors' Marketing Efforts - In a highly competitive market, even a well-established brand has to be promoted to retain market share. For example, Coca Cola and Pepsi keep on repeating their advertisements for their own brands of soft drinks so as to offset each other's efforts.

How my brand can benefit from promotional clothing?

Thoughtful promotional apparel selection is likely to be worn repeatedly by strong brand advocates. This means more impressions for your brand from a trustworthy source. Word of mouth marketing helps others learn about your brand and begin to trust you because they trust the brand advocates. Consider who your prospective clients are and match their needs and interests to personalized clothing that fits them and your brand.

How my brand can benefit from logoed apparel?

Logoed apparel, first and foremost, helps establish your company’s image and brand. Impressions are what counts, and with logo embroidered apparel the opportunities are endless. Your type of business will determine they type of custom apparel that best suits your business. Those in the service industry may provide employees with an embroidered baseball cap and uniform, while a restaurant may use logo embroidered golf shirts, aprons and chef coats. Logoed apparel also helps establish your company’s brand identity, and sets the tone for your company’s image and other advertising efforts. For many businesses, branding or re-branding begins with your employees, then spreads outward into other marketing areas. The benefits of wearing and providing employees with custom embroidered polo shirts, hats, jackets, and uniforms offer numerous positive residual effects for your business. Logoed apparel is generally a low-cost way to boost your company’s image, your employee morale, and the recall rate for your business.

What about using logoed hoodie or t-shirt as part of uniform?

The hoodie and ironic t-shirt look tech entrepreneurs like Mark Zuckerberg have made iconic. In a Town Hall meeting this month, Zuckerberg defended his daily uniform, saying that it comes from "decision fatigue" more than anything else, or the desire to eliminate small-scale decision throughout the day in an effort to improve his ability to focus on bigger decisions. But Zuckerberg's particular hoodie, which is always black or very dark grey, also works at a more subtle level, according to at least one corporate image consultant. He's dealing in "subliminal message colors" that convey power. The darker the colors are, the more credible you seem. The benefit of black hoodie and grey T-shirt is that they help to draw attention to eyes, which in turn brings the focus back to a message. It's all about getting those deeper tones up near the face, citing the effectiveness of blacks, greys, and French blues. Lighter colors, by contrast, "are a wash out," with browns and beiges taking away from your clout. Logoed hoodies or t-shirts can be a proud statement of self-reliance and innovation of your brand.