(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts.
(2) In complex markets with many similar competitors, branding helps differentiate companies and build trust and loyalty with consumers.
(3) Successful brands create aspirational lifestyles that consumers want to associate themselves with through the brand's values and image.
In this recent article in The Licensing Journal, Pete Canalichio spells out why companies have brands, why brands choose to license and what it takes to make a brand licensing deal work to its potential.
In this recent article in The Licensing Journal, Pete Canalichio spells out why companies have brands, why brands choose to license and what it takes to make a brand licensing deal work to its potential.
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Brand Asset Valuator Model PowerPoint Presentation SlidesSlideTeam
Want to know if your brand has gained more popularity among consumers than your business rivals? Measure this by using our content-ready brand asset valuator model PowerPoint presentation slides. The analysis will give you a clear picture about how many consumers are familiar with your product, if they recognize it, and how it is better than the competitors. This brand equity PPT will guide you on brand marketing, product line, consumer segmentation, research & development, market profitability, competitor analysis and marketing analysis of your brand. Apart from these topics, other topics that are covered here includes brand stature, resonance, company awareness, equity framework and BAV methodology. These Brand Valuation Model PowerPoint diagrams have all the necessary information required for you to determine the brand strength, which is an important indicator of your brand potential and performance. Download our brand asset valuator model PowerPoint presentation to know about your growth potential. Highlight constructive ideas with our Brand Asset Valuator Model PowerPoint Presentation Slides. Acknowledge genuine attempts to improve.
Participation and Inclusion in Lifelong LearningRika Yorozu
Presented in the Training Workshop for Directors and Executives of Youth and Adult Education for Women in Saudi Arabia (Hamburg, 29 September – 10 October 2014)
Amigo lector, recibe un cordial saludo, y te presento mi nuevo ebook, en el cual te propongo una mirada a la prestigiosa e impactante condición de experto, y a la marca personal de quienes lo son. En el texto analizo conceptos, ejemplos reales y aterrizajes prácticos actualizados sobre la marca personal de los expertos; respondo muchas interrogantes y enlazo a diversos contenidos complementarios, lo que aproximadamente duplica el volumen total del material.
Este material fue publicado originalmente en mi blog matriz (https://profesorestrada.wordpress.com/2016/02/29/la-marca-personal-de-los-expertos/). Las diversas reacciones que motivó entre muchos lectores (expertos y no expertos), además de mi obvio interés en ofrecer su contenido y facilitar el acceso al mismo en otros formatos y opciones de lectura, me hicieron buscar las alternativas correspondientes, y aquí lo tienes a tu disposición de forma totalmente gratuita.
He incorporado algunos elementos que no aparecen en el post original, y efectuado otros cambios mínimos; pero en general, esta versión es más de un 90 % similar a dicho post.
Espero lo disfrutes y te sea útil. Siéntete libre de compartirlo y de interactuar sobre su contenido en tus redes y otros espacios, conmigo y con quien lo consideres necesario y oportuno.
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In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
Brand architecture is an organizing structure that specifies brand roles and the nature of relationships between brands. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called "brand architecture." It explores the needs for a company to be centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized.
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3. What is a brand ?
A traditional scenario of market
Company A Product / services
Consumer
Company B
Company C
In a traditional market scenario, the company is catering to the
consumer.
The number of competitors are small.
In these markets the companies can come with advanced
technologies and other strategies to capture more market share.
(The size and power of the players is important.)
4. What is a brand ?
Company A
Product / services
Company B Consumer
Company C
In complex markets, the differences between companies are not
much.
The companies can not differentiate much themselves from others
on the basis of quality and technology etc. factors as all the
companies are competent enough.
This scenario explains the need for the differentiation for the
companies.
5. What is a brand ?
Branding is an effort to give a unique identity to the company’s
products and create emotional associations with consumers.
It is a form of marketing.
A brand is a set of associations that are linked to a product range, a
division, or company.
These associations reside in the memory of customers.
These associations help customers understand
what the brand or company is,
why it is potentially relevant to them,
how it is different or similar to other products made by the
company,
and how it is similar or different from competitor’s
products.
6. What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.
Brand
Marketing
Company Consumer
Design
7. What is a brand ?
What a brand means to common
person ?
In 'blind' taste tests, people prefer
the taste of Pepsi over the taste of
Coke. However, if the test is not
'blind' and the tasters know which
beverage is which, they prefer the
taste of Coke over Pepsi! That is
the emotional power of a brand.
The Coca-Cola brand has the power
to actually change an individual's
taste!
Coca-cola is the no.1 brand in the
world.
The first shape that was registered is
the coca cola bottle.
8. What is a brand ?
(1) Products and services have become so alike that they fail to
distinguish themselves by their quality, efficacy, reliability, assurance
and care. Brands add emotion and trust to these products and services,
thus providing clues that simplify consumers’ choice.
(2) These added emotions and trust help create a relationship between
brands and consumers, which ensures consumers’ loyalty to the brands.
(3) Brands create aspirational lifestyles based on these consumer
relationships. Associating oneself with a brand transfers these lifestyles
onto consumers.
(4) The branded lifestyles extol values over and above the brands’
product or service category that allow the brands to be extended into
other product and service categories. Thus saving companies the
trouble and costs of developing new brands, while entering new
lucrative markets.
(5) The combination of emotions, relationships, lifestyles and values
allows brand owners to charge a price premium for their products and
services, which otherwise are barely distinguishable from generics.
9. Integrity of Brand
Product Packaging
Websites
logo
Company
Product A
Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed
by everything people see, hear, touch, taste or smell about your
business.
10. Xybernaut
Xybernaut, founded in
1990, is the leader in
wearable and mobile
computing solutions. The
company developed a new
class of products - fully
functional, Wintel-based
computers that take the
place of a host of
computing and
communication devices
A brand has to give a unique identity from each medium.
The product
The packaging
Website graphics
Etc should have a single visual language.
11. Sony
* Aesthetics – integrated family
look. All products bear some
common elements.
* Style of use – interface design
– unique way of operating a
product.
* Some functions special to the
brand
The Sony Vaio series – one voice by Sony
12.
13. Company / Service People
BRAND The market
A traditional market scenario is in market a company or service is catering to consumers
After there are plenty of players who are competing against each other, the market becomes complex
At this time companies start fighting against each other to capture a large market share with lot of
Efforts in various fields.
Like using advanced technology, giving quality products etc.
This all is possible when there is a lot of variation in sizes of the companies
But when all the companies are quite competitive this difference doest work.
Here advertising and branding comes as a major player.
Brand is associations of things in people’s mind.
14. Manufacturing
And organizing
Company
Marketing Design
Brand
Customer
15. Brand
Aesthetics –integrated family look
Style of use
Style of design ??
Some functions Design features
Interface design
May be a unique way to operate mobile phone
16. Points
What is brand?
Why is it necessary?
What makes a brand?
What are the efforts
And a lot of examples
of each and every type of branding