Corporate merchandise is symbolic of the particular brand they are representing. However, more than just putting forth the brand identity to the intended audience, they have variety of functions to serve. It is due to the comprehensive range of utility that promotional merchandise is highly successful than any other mode of advertising.

Let us trace out the different tasks the corporate gifts perform for a business organisation. They are as follows:-

Employee Appreciation: One of the most popular ways of appreciating the internal employees followed by business enterprises is presenting promotional gifts. Compensation by cash is out-dated today. Corporate merchandise are given as incentives or awards for the varied professional accomplishments (like highest sales scorer, full attendance, the biggest account holder and so on and so forth) made by the employees. This is a gesture of acknowledgement towards their contribution in the progress of the company. It is a pat on their shoulders, a well-done and a complement for their endeavours. This eggs up a sense of belongingness in the minds of the employees towards the company, increase their loyalty as well as enhance the quality and quantity of productivity.

Helps brand positioning: A significant job intended by the promotional merchandise is that of brand positioning. First it helps a company name to establish itself as a brand name and then promote its presence. It imparts an identity to the brand. It is through the association generated that the brand wants to connect itself with the targeted audience. This is to concentrate all the focus of the audience on the particular brand even in the midst of umpteen brand gathering. It tries to pin in a unique brand image in the memory space of the audience.

Cater to the external public: Now the class of external publics is divided into two – one is the set of business associates and the second is the category of end-users. The former section of the audience consists of clients, business partners, government personnel and media professionals to be precise. Corporate merchandise presented to them is a way of respecting them for their trust in the company and their aid in the smooth flow of business operation. On the other hand, the end-users are given promotional gifts as free give aways or teamed-up with the main products. This is a manner of thanking for their relationship with the brand, motivating to purchase more of the brand products or services.

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