This is just a sum of the knowledge i have learned for a couple of years. i hope you guys all find this useful. Please do give any thoughts, feedback or comments. Thank you.
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
1) The document discusses the "Seven P Formula" for evaluating marketing activities which includes the 7 Ps: product, price, promotion, place, packaging, positioning, and people.
2) For each P, the document provides examples of questions to consider and ways to continually reevaluate and improve upon each element of the marketing mix.
3) The key is to regularly reassess each P using an outside perspective to ensure the marketing strategy still fits the current market realities and is achieving maximum results.
A brand is more than just a product or service name - it encompasses everything a company is, does, and says. A brand represents a company's values and personality and influences how consumers perceive it. Strong branding positively shapes this consumer perception and creates a mental image that encourages customers to choose one company over others when needing problems solved. Effective branding through elements like logo, advertising, website, and customer experiences is important for connecting with potential buyers and selling more products or services in today's competitive marketplaces.
This document provides guidance on creating a brand identity blueprint. It discusses establishing a brand positioning statement, defining the brand vision and values, crafting a value proposition, and outlining the brand personality. The blueprint also involves identifying how the brand differentiates itself and establishes its language. Conducting a situational analysis through PESTLE, SWOT, and consumer insights allows the brand to determine its key issues and objectives. Finally, the document outlines guidelines for building a brand through consistent delivery of its promise across all touchpoints and creating a competitive advantage.
Young Marketers Elite 3 – Assignment Zero.1- Khánh Thy - Đức Hiệp - Hồng PhongPhong Lê
This document provides an overview of key concepts related to brand strategy and communication. It defines what a brand is as a promise that a company makes to consumers. It also discusses the importance of branding, brand positioning, brand keys, brand essence, and brand communication. Brand communication is defined as the relationship between a brand and its target customers. The document outlines several ways to develop brand communication ideas and campaigns, and provides tools for evaluating creative ideas. It also discusses the concept of brand innovation and different types of innovation.
United Way Ground Floor Marketing Workshop: Brand Positioning for Social Ente...Aassia Haq
A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.
The workshop helped them to demystify marketing science and measurably impact their brand messaging.
6th Alex Marketing Club (Brand Positioning) by.Dr.Amany SabryMahmoud Bahgat
This document discusses brand positioning. It begins by defining what a brand is - a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand identity, image and positioning are explained as how a brand is intended, received and positioned relative to others.
It emphasizes that the customer should be at the center of branding. Brand image is the impression formed in a customer's mind. Why branding is important for companies is discussed. Brand positioning represents a brand's "place" in a market segment based on attributes customers value. Various positioning techniques are covered like umbrella positioning and product repositioning. Criteria for evaluating positioning strategy are provided.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and taking consistent action to support your brand over time. Some key points made are that customers buy based on emotion and branding must create value for the customer, a strong brand develops through consistent demonstration of a company's values and beliefs over many years, and ultimately the customer's perception of a brand is what matters most.
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
1) The document discusses the "Seven P Formula" for evaluating marketing activities which includes the 7 Ps: product, price, promotion, place, packaging, positioning, and people.
2) For each P, the document provides examples of questions to consider and ways to continually reevaluate and improve upon each element of the marketing mix.
3) The key is to regularly reassess each P using an outside perspective to ensure the marketing strategy still fits the current market realities and is achieving maximum results.
A brand is more than just a product or service name - it encompasses everything a company is, does, and says. A brand represents a company's values and personality and influences how consumers perceive it. Strong branding positively shapes this consumer perception and creates a mental image that encourages customers to choose one company over others when needing problems solved. Effective branding through elements like logo, advertising, website, and customer experiences is important for connecting with potential buyers and selling more products or services in today's competitive marketplaces.
This document provides guidance on creating a brand identity blueprint. It discusses establishing a brand positioning statement, defining the brand vision and values, crafting a value proposition, and outlining the brand personality. The blueprint also involves identifying how the brand differentiates itself and establishes its language. Conducting a situational analysis through PESTLE, SWOT, and consumer insights allows the brand to determine its key issues and objectives. Finally, the document outlines guidelines for building a brand through consistent delivery of its promise across all touchpoints and creating a competitive advantage.
Young Marketers Elite 3 – Assignment Zero.1- Khánh Thy - Đức Hiệp - Hồng PhongPhong Lê
This document provides an overview of key concepts related to brand strategy and communication. It defines what a brand is as a promise that a company makes to consumers. It also discusses the importance of branding, brand positioning, brand keys, brand essence, and brand communication. Brand communication is defined as the relationship between a brand and its target customers. The document outlines several ways to develop brand communication ideas and campaigns, and provides tools for evaluating creative ideas. It also discusses the concept of brand innovation and different types of innovation.
United Way Ground Floor Marketing Workshop: Brand Positioning for Social Ente...Aassia Haq
A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.
The workshop helped them to demystify marketing science and measurably impact their brand messaging.
6th Alex Marketing Club (Brand Positioning) by.Dr.Amany SabryMahmoud Bahgat
This document discusses brand positioning. It begins by defining what a brand is - a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand identity, image and positioning are explained as how a brand is intended, received and positioned relative to others.
It emphasizes that the customer should be at the center of branding. Brand image is the impression formed in a customer's mind. Why branding is important for companies is discussed. Brand positioning represents a brand's "place" in a market segment based on attributes customers value. Various positioning techniques are covered like umbrella positioning and product repositioning. Criteria for evaluating positioning strategy are provided.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and taking consistent action to support your brand over time. Some key points made are that customers buy based on emotion and branding must create value for the customer, a strong brand develops through consistent demonstration of a company's values and beliefs over many years, and ultimately the customer's perception of a brand is what matters most.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and being consistent in your branding actions over time. Some key points made are that customers buy based on emotion and branding must create an emotional connection, your brand encompasses organizational elements like your logo but is more than just these tangible aspects, and your brand strategy should come from understanding customer and competitive insights. The document provides guidance on assessing elements like your brand personality and promise to appeal to your target audience.
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
Your brand is not tangible elements like your logo or tagline. It is the perception of you held in the minds of your audience based on who you are, what you stand for, why you exist, and how you are different. Brand development defines this image while branding implementation communicates it. It is important to develop an authentic brand through understanding your origins and customers, then strategically mapping your brand foundation to goals. This ensures your brand remains true while preference, awareness, and loyalty are built over time.
The document describes a one-day workshop hosted by The Brand Lodge that aims to enhance marketing skills. The workshop will (1) teach methods for deconstructing brands to develop strategic and creative solutions, (2) highlight how agencies can build credibility through engaging campaigns across channels, and (3) make strategists more creative and creatives more strategic to improve collaboration. Attendees will participate in exercises to practice the brand profiling process and develop an integrated campaign for a product category. The workshop is led by experts with experience in marketing and creative roles who developed a unique model for defining brand differentiation.
The document discusses what makes a brand remarkable. It emphasizes that a remarkable brand has a clear vision, mission, and values that are consistently communicated internally to employees and externally to customers. It stresses the importance of creating a unique culture and customer experience that are aligned with the brand promise. The lessons highlight that remarkable brands focus on long-term goals over short-term profits, empower employees, cultivate customer loyalty, and measure success based on customer and employee satisfaction rather than just financial metrics.
What visual methods are employed by UK supermarkets to influence product choi...Ryan Oldfield Design
This document provides an overview of visual methods employed by UK supermarkets to influence product choice. It begins with an introduction stating the objective is to examine how supermarkets use visual design and layout techniques to encourage purchases. It then provides a literature review of sources used for research, including books, articles, and case studies. The document outlines the methodology used and defines supermarkets. It provides a history of UK supermarkets and profiles the top four supermarket chains: Morrisons, Waitrose, Tesco, and Sainsbury's. It discusses supermarket layout and product placement techniques used to guide customers.
Branding and communications workshop 2012Anna Quintero
The document provides an agenda for a branding and communications workshop held by Androidzoom on April 20th, 2012. The workshop covers topics such as marketing fundamentals, branding, positioning, and developing a communications plan. It includes 3 exercises for participants to apply the concepts discussed. The purpose is to provide theoretical communications concepts to help the content team enhance Androidzoom's growth. The expected outcomes are to review Androidzoom's brand positioning and create 2 communications plans for strategic customer segments. Success will be achieved if the team leaves with new tools to immediately apply in their communications work.
The document discusses how brands can shape their meaning by clarifying their core purpose and defining brand acts that embody that purpose. It states that a brand's core purpose is why the company is in business beyond making money, while brand acts are ideas, gestures, activities, or experiences that express the purpose and change behavior. The combination of a clear purpose and well-defined acts is said to be integral to brand success, as it allows a company to express itself. Several examples of consumer brands are analyzed in terms of their potential purposes and acts. The document emphasizes that to stand out in today's cluttered marketplace, brands need "radical differentiation" through acts that are really different.
This document provides an overview of a marketing workshop covering topics such as defining marketing, branding a business, effective print advertising techniques, and calculating return on investment from advertising. The workshop included tips on how to effectively market a business through branding, advertising, and determining appropriate budgets. Attendees were encouraged to apply techniques discussed like focusing ads on customer benefits and testing promotions to continue growing their business.
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
Brand positioning involves designing a brand's offering and image to occupy a distinctive place in a target market's mind. It is about manipulating what is already in the consumer's mind rather than creating something new. Fair & Lovely initially positioned itself as a fairness cream to help young women attract husbands but later focused on empowering women's self-confidence and careers. Cello positioned itself as a high-quality, affordable pen brand for people of all ages from students to professionals. Vicks Vaporub positioned itself around a mother's love and touch therapy to become the top cold relief brand.
This document discusses key concepts in marketing including definitions of marketing, the 4 P's of marketing (product, price, place, promotion), the marketing concept, and changes in the modern marketplace. Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. Successful marketing requires being profitable, offensive, integrated, strategic and effective. The modern marketplace faces challenges from globalization, technology, and deregulation.
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Marketing 101 Powerpoint North Denver Lds Groupseikotran
This document provides an overview of marketing strategies and tips for small businesses. It includes:
- Definitions of marketing and discusses how marketing has changed over time.
- Nine tips for effectively marketing a business, such as enhancing perceived value, limiting decision making, and demonstrating low product costs.
- Information on branding a business, including developing a memorable logo and understanding a brand's strengths.
- Tips for dealing with rejection when advertising and ensuring marketing messages are clear.
- Keys to successful print ads, such as focusing on visual elements and the target market.
- Discussion of calculating return on investment from advertising and finding value through branding collaborations.
- Next steps for evaluating past
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
Market research involves gathering information about target markets through surveys, focus groups, and interviews. This helps companies understand customer wants/needs and determine where to advertise. A market analysis presents research findings and identifies gaps. Marketing strategy sets objectives and outlines the product, price, place, and promotion plan. Advertising is important for raising brand awareness and shaping perceptions of products. Positive publicity generates goodwill while damage limitation aims to minimize harm to reputation from negative events. Lobbying seeks to influence legislation by advocating for special interests to politicians and parties.
This document discusses various marketing concepts and techniques, including:
- The importance of understanding clients and their requirements.
- Using techniques like questionnaires and SWOT analyses to understand the target market.
- Defining audience profiling and the types of demographic information included.
- Explaining the four elements of the marketing mix: product, price, promotion, and place.
- Providing examples of how companies like Coca-Cola use different marketing materials and strategies.
Designing a Business Communication PlanRicardo Leiva
The document provides tips for effective business communication, including planning, writing, and revising documents. It emphasizes analyzing the audience, gathering relevant information, and organizing content. It also stresses the importance of revision, including evaluating the document against goals and feedback. Additional tips include maintaining a positive tone, focusing on reader benefits, and using an honest but diplomatic style when conveying negative information.
Communication problem & prospect of sonali bank limited Mahmudul hasan
sonali bank is th one of the most popular bank of Bangladesh. it is government bank of Bangladesh.the bank is very helpful for us..approximately 700 of sonali bank in Bangladesh. this bank is transaction is very fast.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and being consistent in your branding actions over time. Some key points made are that customers buy based on emotion and branding must create an emotional connection, your brand encompasses organizational elements like your logo but is more than just these tangible aspects, and your brand strategy should come from understanding customer and competitive insights. The document provides guidance on assessing elements like your brand personality and promise to appeal to your target audience.
Storytelling is an essential part of Content Marketing. It creates a strong bond between brand and consumers, because... emotions sell. Storytelling creates multiple opportunities in the e-commerce market.
"PEOPLE DON'T BUY WHAT YOU DO, THEY BUY HOW YOU MAKE THEM FEEL" Bernadette Jiwa, "The story of telling"
Your brand is not tangible elements like your logo or tagline. It is the perception of you held in the minds of your audience based on who you are, what you stand for, why you exist, and how you are different. Brand development defines this image while branding implementation communicates it. It is important to develop an authentic brand through understanding your origins and customers, then strategically mapping your brand foundation to goals. This ensures your brand remains true while preference, awareness, and loyalty are built over time.
The document describes a one-day workshop hosted by The Brand Lodge that aims to enhance marketing skills. The workshop will (1) teach methods for deconstructing brands to develop strategic and creative solutions, (2) highlight how agencies can build credibility through engaging campaigns across channels, and (3) make strategists more creative and creatives more strategic to improve collaboration. Attendees will participate in exercises to practice the brand profiling process and develop an integrated campaign for a product category. The workshop is led by experts with experience in marketing and creative roles who developed a unique model for defining brand differentiation.
The document discusses what makes a brand remarkable. It emphasizes that a remarkable brand has a clear vision, mission, and values that are consistently communicated internally to employees and externally to customers. It stresses the importance of creating a unique culture and customer experience that are aligned with the brand promise. The lessons highlight that remarkable brands focus on long-term goals over short-term profits, empower employees, cultivate customer loyalty, and measure success based on customer and employee satisfaction rather than just financial metrics.
What visual methods are employed by UK supermarkets to influence product choi...Ryan Oldfield Design
This document provides an overview of visual methods employed by UK supermarkets to influence product choice. It begins with an introduction stating the objective is to examine how supermarkets use visual design and layout techniques to encourage purchases. It then provides a literature review of sources used for research, including books, articles, and case studies. The document outlines the methodology used and defines supermarkets. It provides a history of UK supermarkets and profiles the top four supermarket chains: Morrisons, Waitrose, Tesco, and Sainsbury's. It discusses supermarket layout and product placement techniques used to guide customers.
Branding and communications workshop 2012Anna Quintero
The document provides an agenda for a branding and communications workshop held by Androidzoom on April 20th, 2012. The workshop covers topics such as marketing fundamentals, branding, positioning, and developing a communications plan. It includes 3 exercises for participants to apply the concepts discussed. The purpose is to provide theoretical communications concepts to help the content team enhance Androidzoom's growth. The expected outcomes are to review Androidzoom's brand positioning and create 2 communications plans for strategic customer segments. Success will be achieved if the team leaves with new tools to immediately apply in their communications work.
The document discusses how brands can shape their meaning by clarifying their core purpose and defining brand acts that embody that purpose. It states that a brand's core purpose is why the company is in business beyond making money, while brand acts are ideas, gestures, activities, or experiences that express the purpose and change behavior. The combination of a clear purpose and well-defined acts is said to be integral to brand success, as it allows a company to express itself. Several examples of consumer brands are analyzed in terms of their potential purposes and acts. The document emphasizes that to stand out in today's cluttered marketplace, brands need "radical differentiation" through acts that are really different.
This document provides an overview of a marketing workshop covering topics such as defining marketing, branding a business, effective print advertising techniques, and calculating return on investment from advertising. The workshop included tips on how to effectively market a business through branding, advertising, and determining appropriate budgets. Attendees were encouraged to apply techniques discussed like focusing ads on customer benefits and testing promotions to continue growing their business.
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
Brand positioning involves designing a brand's offering and image to occupy a distinctive place in a target market's mind. It is about manipulating what is already in the consumer's mind rather than creating something new. Fair & Lovely initially positioned itself as a fairness cream to help young women attract husbands but later focused on empowering women's self-confidence and careers. Cello positioned itself as a high-quality, affordable pen brand for people of all ages from students to professionals. Vicks Vaporub positioned itself around a mother's love and touch therapy to become the top cold relief brand.
This document discusses key concepts in marketing including definitions of marketing, the 4 P's of marketing (product, price, place, promotion), the marketing concept, and changes in the modern marketplace. Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. Successful marketing requires being profitable, offensive, integrated, strategic and effective. The modern marketplace faces challenges from globalization, technology, and deregulation.
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Marketing 101 Powerpoint North Denver Lds Groupseikotran
This document provides an overview of marketing strategies and tips for small businesses. It includes:
- Definitions of marketing and discusses how marketing has changed over time.
- Nine tips for effectively marketing a business, such as enhancing perceived value, limiting decision making, and demonstrating low product costs.
- Information on branding a business, including developing a memorable logo and understanding a brand's strengths.
- Tips for dealing with rejection when advertising and ensuring marketing messages are clear.
- Keys to successful print ads, such as focusing on visual elements and the target market.
- Discussion of calculating return on investment from advertising and finding value through branding collaborations.
- Next steps for evaluating past
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
Market research involves gathering information about target markets through surveys, focus groups, and interviews. This helps companies understand customer wants/needs and determine where to advertise. A market analysis presents research findings and identifies gaps. Marketing strategy sets objectives and outlines the product, price, place, and promotion plan. Advertising is important for raising brand awareness and shaping perceptions of products. Positive publicity generates goodwill while damage limitation aims to minimize harm to reputation from negative events. Lobbying seeks to influence legislation by advocating for special interests to politicians and parties.
This document discusses various marketing concepts and techniques, including:
- The importance of understanding clients and their requirements.
- Using techniques like questionnaires and SWOT analyses to understand the target market.
- Defining audience profiling and the types of demographic information included.
- Explaining the four elements of the marketing mix: product, price, promotion, and place.
- Providing examples of how companies like Coca-Cola use different marketing materials and strategies.
Designing a Business Communication PlanRicardo Leiva
The document provides tips for effective business communication, including planning, writing, and revising documents. It emphasizes analyzing the audience, gathering relevant information, and organizing content. It also stresses the importance of revision, including evaluating the document against goals and feedback. Additional tips include maintaining a positive tone, focusing on reader benefits, and using an honest but diplomatic style when conveying negative information.
Communication problem & prospect of sonali bank limited Mahmudul hasan
sonali bank is th one of the most popular bank of Bangladesh. it is government bank of Bangladesh.the bank is very helpful for us..approximately 700 of sonali bank in Bangladesh. this bank is transaction is very fast.
The document provides details about a group project conducted by six students on communication at Bashundhara Group. It includes an introduction outlining the importance of business communication. It then lists the group members and provides a letter of transmittal. The rest of the document includes a table of contents, company overview of Bashundhara Group, research questions, methodology, hypothesis, literature review and other typical project sections. The group aims to understand causes of miscommunication, impact of favoritism, recruitment process, and potential discrimination or issues with informal networks at the company.
1) The document discusses training and development programs for employees of Sonali Bank Limited, a state-owned commercial bank in Bangladesh.
2) It outlines the bank's training needs analysis process, types of training including on-the-job and off-the-job, and its training institute which provides programs in areas like credit management, IT, and Islamic banking.
3) A SWOT analysis of the bank finds strengths in its large network and customer trust, but also weaknesses in lack of technology use and unmotivated workers, as well as opportunities and threats in the competitive market.
This document discusses hypotheses, including:
1. A hypothesis is a prediction about possible outcomes of a study used to direct research. An example hypothesis predicts staff trained in change management will cope better with organizational changes.
2. Hypotheses should explain facts, direct relevant data collection, and prevent blind searches. They clarify research goals.
3. For a hypothesis to be good, it must be clear, testable, consistent with facts, and better than alternative hypotheses.
Big Data, We Have a Communication Problem
by Daniel Tunkelang
Presented on April 30, 2013 at the TTI/Vanguard Conference on Ginormous Systems
http://www.ttivanguard.com/conference/2013/ginormous.html
It's a cliché that we live in a world of Big Data. But the bottleneck in understanding data is not computational. Rather, the biggest challenge is designing technical solutions that effectively leverage human cognitive ability. Data analysis systems should augment people's capabilities rather than replace them. This argument is as old as computer science itself: in 1962, Doug Engelbart said that the goal of technology is “the enhancement of human intellect by increasing the capability of a human to approach a complex problem situation.” Algorithms extract signal from raw data, but people fill in the gaps, creating models and evaluating analyses.
Empowering people to understand data is not just a surface problem of building better interfaces and visualizations. We need to interact with data not only after performing computational analysis, but throughout the analysis process in order to improve our models and algorithms. In order to do so, we need tools and processes specifically designed to offer people transparency, guidance, and control.
Human-computer information retrieval has been revolutionizing our approach to information seeking -- no modern search engine limits users to black-box relevance ranking and ten blue links. We need to take similar steps in our analysis of big data, making people the center of the analysis process and developing the technical innovations that enable people to fulfill this role.
This document provides an overview of a study on customer perception of beverages with reference to Pearl Bottling Pvt Ltd in Visakhapatnam. It includes an introduction describing the soft drink industry and need for the study. The objectives are to analyze Pearl Bottling's market share and brand performance, evaluate product potential, and provide suggestions. It also provides background on Pearl Bottling's origin, products, organizational structure, and awards. The methodology involves primary data collection through retailer questionnaires and secondary data collection from company records and publications. The study is limited to three areas and does not consider consumer perception or seasonal fluctuations.
Explains what troubleshooting is, what skills are involved, and clears up some common misconceptions. Originally designed with IT Helpdesks in mind, but it could apply to any kind of troubleshooting.
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Wrote this a VERY long time ago! I always meant to revisit/revamp it, but never quite got round to it. But people seem to get value from it, so I'll leave it up :)
The document discusses the importance of understanding human psychology and emotions in marketing. It argues that traditional marketing focuses too much on product benefits and not enough on how brands can resonate with consumers on emotional levels. Successful marketing requires understanding how brands can educate, entertain, advise and connect with consumers in order to build trust and influence purchase decisions.
This document provides an overview and guidance on branding toolkit for developing a brand identity. It discusses key aspects of branding including brand positioning, values, personality, tone of voice, visualizing the brand, briefing designers, naming the brand, and summarizing the brand. The toolkit aims to help users make informed decisions to create their brand and clarify the identity, idea and value of their organization. It emphasizes that branding is an ongoing process, not something that can be achieved overnight, and success is often measured over decades.
Do you know what makes a brand strong? And if you had to make yours stronger, would you know how to do it?
Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively or work out how to turn a struggling brand into a successful one.
UNSTUCK: Use the Brand-As-Business Management Approach to Troubleshoot Your Business is a short guide that introduces six prevalent business issues and the solutions offered by the brand-as-business approach.
This document provides a 4-step process for building an effective brand for a company:
1. Determine the target audience by defining demographics, consulting sales data, studying competitors, and talking to potential customers.
2. Position the product and business by researching competition and developing a unique selling proposition.
3. Define the company's personality through creative brainstorming and associating the brand with descriptive words and images.
4. Choose a logo and slogan that visually represent the brand and help customers remember the company. Developing a strong brand informs company culture and marketing.
This document provides an overview of key marketing concepts including the marketing mix, also known as the four P's of marketing. It defines marketing as placing the right product in the right place, at the right price and at the right time. The four P's are described as product, place, price, and promotion. For each P, details are given about how it is defined and considered from an entrepreneurial perspective in developing a marketing strategy. The document concludes with instructing readers to divide into groups and apply the four P's to create marketing strategies for sample products.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
Empowerment through Enterprise - sales and marketing, the engine and the energycaniceconsulting
This document provides guidance on branding and marketing for small businesses. It discusses developing a brand story and defining the target market. Key aspects of branding covered include coming up with a name, choosing colors, building credibility, and creating consistent branding across all marketing materials. The document also distinguishes between marketing and sales, emphasizing that marketing is long-term relationship building while sales focuses on individual transactions. It provides tips on digital marketing tools like websites, social media, and email marketing to promote small businesses.
Apollo Munich Health Insurance Company Ltd. is a private health insurance company in India established in 2007 through a joint venture between Apollo Hospitals Group and Munich Health. Originally launched as Apollo DKV Insurance Company Ltd. in partnership with DKV AG, it was later renamed to Apollo Munich Health Insurance in 2009 when Munich Health replaced DKV AG as the international partner. Apollo Munich Health Insurance offers a variety of individual and family health insurance, travel, and personal accident plans in India.
MBA CREATIVE INDUSTRIES MANAGEMENT SUMMER PROJECT BRAND VISIBILITY Jade Coles
This document discusses what makes a brand stand out and how to maintain brand visibility. It emphasizes the importance of consistency in branding across marketing materials and business operations. A strong brand establishes core values that are reflected throughout the company from product design to customer service. This builds trust with consumers and loyalty over time. However, brands must continue innovating to stay relevant as markets and cultures change. Dove is highlighted as a market leader that strengthened its brand through a pioneering "Real Beauty" campaign featuring real women of all types.
Understanding clients and their requirements is important in marketing to produce work they will be pleased with. Communication must be kept open during production and clients should review progress to ensure the work matches their vision. Market research techniques like market segmentation help understand a market's consumers and competition to identify opportunities. A SWOT analysis examines a company's strengths, weaknesses, opportunities, and threats to plan improvements. Audience profiling provides demographic and behavioral information about typical clients to tailor marketing. Press releases aim to communicate newsworthy information to media organizations and should contain the who, what, when, where, why and how of an announcement.
This document discusses creativity in advertising and its relationship to sales. It defines creativity as divergent thinking that leads to unusual solutions. Five dimensions of creative advertising are described: originality, flexibility, elaboration, synthesis, and artistic value. Research found that elaboration is most effective at influencing purchases, while flexibility and synthesis are less effective. Pairing originality with elaboration produced nearly double the sales impact of average ads. The effectiveness of creativity varies by product category. While more creativity may not always lead to more sales, tailored creative ads can improve predicting which ads will be most effective.
Whether you are launching a new product or service, or need to re-energise an existing one, these exercises can help steer your thinking and challenge your brand development.
This document discusses marketing and related concepts. It begins by defining marketing and listing key marketing activities. It then discusses five marketing philosophies companies use to guide their efforts: production, product, selling, marketing, and societal marketing concepts. Next, it covers the topics of market segmentation, market research, and consumer marketing research. It emphasizes that market segmentation allows companies to better target customer groups. Finally, it discusses five business functions impacted by marketing: customers, finance, human resources, production, and competition.
Through this ebook, you can learn how to strengthen your brand, build the best website for your business, and optimize your site to make it easier for people to discover on Google.
The document discusses several marketing concepts including the marketing concept, production concept, product concept, selling concept, and societal marketing concept. It explains that the marketing concept focuses on satisfying customer needs to increase sales and profits. It also discusses the 4Ps of the marketing mix: product, price, place, and promotion. The marketing mix framework involves determining the right product, price, distribution channels, and promotional strategies to satisfy customers.
Htet Htet Ei Hlaing-Marketing Assignment.docxSanSoe2
The document discusses the important role of marketing in organizations. Marketing establishes relationships between customers and organizations, and shapes how people view an organization's products or services. It gives customers confidence to try new products. Marketing is critical for both profit and non-profit organizations, as it is unlikely organizations can survive without strong marketing efforts. The document then discusses various marketing management functions including information management, distribution, packaging, pricing, promotion, selling, financing, and customer support.
Explore the key differences between silicone sponge rubber and foam rubber in this comprehensive presentation. Learn about their unique properties, manufacturing processes, and applications across various industries. Discover how each material performs in terms of temperature resistance, chemical resistance, and cost-effectiveness. Gain insights from real-world case studies and make informed decisions for your projects.
2. Startup is (usually) a newly established business that values creative problem solving, open
communication and a flat hierarchy. In a corporate culture, core values are typically informed
by the identity of the company, including its mission statement, products and customer
service.
5. 1
Creating a startup, or managing any business, is all about problem solving. Entrepreneurs who are great problem solvers in
any business are the ones that are best prepared to solve their customers’ needs effectively. In fact, every business is
about providing solutions to customer problems – no problems, no business. Problems are an everyday part of every
business and personal environment. Businesses don't grow just to grow. They don't last just to last. They thrive when the
world needs them. When they are committed to solving a problem that matters, then there is reason for them to
continue your work, to grow, to thrive.
10. Which way do you choose to start with? What problem that your business can solve?
11. 2
After you understand the problems, you should take it down deeper, take a look at
the specific issue and what cause them. By doing this, you need to examine and
identify who owns that kind of problems. By narrowing it, you might understand the
problem deeper, know the consumer better, then giving the best advantages for
your business. Plus, the message will be strong, compelling and clear.
Having a clear vision of your expected customer base will increase your business'
chances of success
12. 2
What you need to do is SEGMENTING & TARGETING based on . . .
13. You can divide your market by this following demographical aspect, each aspect would affect your
marketing efforts.
you could understand the culture of your consumer or
simply choose the best spot to place your marketing
activity
depict you the power of their budget also
their behavior and social habits
giving you clear understanding on how they make
decisions based on their buying power
giving you clear understanding on their behavior,
thinking process and psychological traits
giving you deep understanding on how will they
react, rules, beliefs and behavior
this might give you an insight on how this specific
age group behaves, and their social habits
14. giving you clear understanding on their lifestyle
who might affect their decision making process.
giving you clear understanding on their interest
and hobbies that may affect their decision making
process
giving you clear understanding on how they would
feel, act and think
15. giving you clear understanding on what consumer
status that you will targeted. New consumer? One-
timer consumer? Or Loyal consumer?.
giving you clear understanding on what consumer
seeking as their benefit? Economical, emotional, quality
or service benefit?
giving you clear understanding of how is your
consumer consumption habits
16. Who is your target market? What is their behavior? Lifestyle? Culture?
What are they after?
What are they beliefs?
What are their expectations?
17. 3
In a market place cluttered with lots of products and brands offering similar benefits, a good positioning
makes a brand or product stand out from the rest. Positioning helps establish your product's or service's
identity within the eyes of the consumer that differ you from your competitors. It is about how do you
want to be seen by your consumer?
18.
19. “ Apple doesn’t just think about what people
need now. They think about what people will
need later and other industries help Apple to
meet that need ” – Mary V. Davids
20.
21.
22.
23. How do you want to be seen by your target market?
24. 4
A marketing effort that showcases the differences between products.
Differentiation looks to make a product more attractive by contrasting
its unique qualities with other competing The objective of differentiation
is to strengthen your positioning through distinct product or brand
attributes. Differentiation is the implementation of positioning in tangible
form.
25. 4
5 types of differentiation by Philip Kotler. . .
Product Service People Channel Image
27. Only one button No CPUTo strengthen their positioning to be a brand that think beyond
and differently create innovations, they develop series of products
that integrated as their differentiation which make their
consumer life easier
30. 5
Any efforts, both tangible and intangible--that when come in contact with the consumers--enable them to
identify and differentiate your product from other products. It includes symbol, logo, design, but not
limited only to visual things. The objective of branding is to strengthen the differentiation offering and
the positioning that have been set.
31. Mind identity is your brand essence. What does your brand stand for? Then translate it to a
unique experience that communicates your essence as your behavior identity. Finally, create visual
identities that communicate the same essence.
32. Coca-Cola positions itself as a refreshing and thirst-
quenching soft drink that brings joy in your everyday life.
Coca-Cola has a differentiation in its image. It has built
an image of fun and happy life when you drink it
34. They created a unique experience as their behavior identity, by establishing a vending machine called
happiness machine. It gave the buyer surprises to give joy in their life; to let them feel the happiness.
-- Behavior Identity --
35. Coca-cola also communicates the essence of joy and happiness through their
visual identities. For example, through their packaging.
36. What is your brand essence? How will you translate your brand essence to behavior and visual identity?
37. 6
a combination of elements that can be controlled by a company to influence
consumers to purchase its products. It is a tool that you can use to guide
you in putting the right product, in the right place, with the right price,
and with the right way. So to make it all right, all the factors should be
aligned with your target market, your positioning, differentiation and your
branding efforts.
39. Product is something that you want to sell. Product is the heart of whole marketing mix. If the product is not attractive
to the customers, no amount of sales promotion, appropriate channel selection or price reduction will help to achieve the
marketing target. Because product play as the customer solution of a particular problem.
But great product will be less powerful without supports from the other Ps (Price, Place and Promotion)
PRODUCT
40. Price is the valuation of the product mentioned by the seller on the product. Or in other words, how much money a
consumer should spend to have your product. Market price of a product needs to be reviewed and adjusted periodically.
The price charged should be high enough to give adequate profit to the company but low enough to motivate consumers
to purchase product. Price plays role as the consumer cost.
PRODUCT
PRICE
41. Place is a channel (offline or online or both) where you deliver the product to the consumer. You have to select a place
which is convenient, economical, suitable, and align with the brand to distribute your product. Place itself plays role as the
consumer convenient
PRODUCT
PLACE
PRICE
42. Promotion is the persuasive communication about the product offered . The trickiest part about promotion is making sure
that the money that you spend is in form of an investment, not a cost. You should understand that a promotion investment
could have two possible purpose, it is between image building (to make your brand more attractive in the eye of your
target market) or to spur sales (creating the first transaction by your target market, thus creating a possible second
transaction). Promotion plays role as the consumer communication.
PRODUCT
PROMOTION
PLACE
PRICE
43. Her name is Olin. She wanted to create a t-shirt start up. . .
So she determined her target market, which is. . .
Then she created a start up called. . .
With the 4Ps as follow. . .
Positioning: T-shirt that goes beyond looking good with
creative artwork that manifest the human life
Differentiation: High Quality Fashion & Quirky Artworks
Branding: Western, young image & quirky, high quality fashion
45. Rp. 199.000 – Rp 499.000
Monstore’s “price” is also aligned with its positioning and branding, because
it communicates that Monstore is a high quality fashion. On the other side,
the price is still affordable among its target market
46. Heymonstore.com The Goods Dept Monstore Embrio
Monstore’s “place” is also aligned with its positioning, branding, differentiation,
and its target market. Its distribution channels / touch points, both online
and offline, are designed as quirky as possible and are very attractive to
young segment.
47. The main purpose is to strengthen brand image. Because sponsorship-type
promotion will strengthen the association between the brand and the
event. So that Monstore image will be effected by DWP image which is
young and wild. But that is actually good because it is align with
Monstore’s brand essence.
48. The main purpose is to drive sales. As the cost of obtaining
Monstore’s t-shirts is decreasing, this price-cutting effort
will encourage people to buy more. Also, fast.
49. As you can see, the product, price, place, and promotion of Monstore
match its target market behavior and lifestyle, differentiation, branding
and positioning. That is why Monstore is awarded as one of the local
brands that has strong startup concept, as well as a top clothing brand
in Indonesia among youth segment.
50. Do your product, price, place and promotion in line with your target market behavior and lifestyle?
Do your product, price, place and promotion in line with your positioning, differentiation, and branding?
51. “If you are not embarrassed by the first version of your product,
you’ve launched too late.”
–Reid Hoffman, LinkedIn Co-Founder and Venture Capitalist