Brand Relationship Quality and the implications for loyalty CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Eliane Cristine Francisco Maffezzolli, PontifĂcia Universidade CatĂłlica do ParanĂĄ, Brazil
Elder Semprebom, Universidade Federal do ParanĂĄ, Brazil
Paulo Henrique Muller Prado, Universidade Federal do ParanĂĄ, Brazil
The role of product category for brand relationships CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
Brand Relationship Quality as a Formative Third-order Construct â Findings of...CBR Conference
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Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
Brand Relationship Quality and the implications for loyalty CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Eliane Cristine Francisco Maffezzolli, PontifĂcia Universidade CatĂłlica do ParanĂĄ, Brazil
Elder Semprebom, Universidade Federal do ParanĂĄ, Brazil
Paulo Henrique Muller Prado, Universidade Federal do ParanĂĄ, Brazil
The role of product category for brand relationships CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
Brand Relationship Quality as a Formative Third-order Construct â Findings of...CBR Conference
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Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
Â
The level of familiarity amongst the consumers regarding the availability and life of a product provided by a particular brand is referred to as awareness of brand. The concept of brand awareness can be referred to as the consumer being so familiar about a particular brand he or she prefers that if a particular category of a product or choosing certain brand is mentioned, then the preferable brand strikes in the mind of the consumer (Morris et al, 2009). Preferences of consumers can be defined as personal tastes of individuals that can be understood by the utility of particular goods.
Mediation of brand equity on word of mouth a study with special reference to ...Dr. V.K. Hamza
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Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
Data Science Project on Brand Health Track.
o Primary Objective: To measure the Health of Leading Fashion Brands.
o Secondary Objective: To identify the key drivers that make a difference in Consumers Brand Choice and Purchase Behavior.
o Brands: WESTSIDE, SHOPPERS STOP, LIFESTYLE, PANTALOONS, CENTRAL, FBB.
o Questionnaire Preparation and Conduct Survey to collect Primary Data for analysis. (In Progress)
o Final Outcome: Represent Brand Health Data and Key Research findings using visualization and Shiny App.
Identification and Measurement of Consumer Brand RelationshipsBlackBar Consulting
Â
We have identified the 5 Universal Brand Relationships via a rigorous statistical process across multiple product categories and brands
The Relationship metrics we have developed combine consumersâ brand perceptions and brand experiences in a way that preserves the integrity of these two different components of CBR.
The validity of the CBR constructs is demonstrated by the fact that their influence on brand financial measures, price/value perceptions and customer franchise measures is significantly greater than that of other measures of brand equity.
The BlackBar model fits the Market Value of branded businesses to three contributing variables - Brand Relationship Equity, Size of Customer Franchise, and Operating Profit.
Branding affects consumersâ evaluation (also: the sensory perception)
â Brands make decision making process easier for consumers
â High Influence of brands on Consumer Behaviour, if a company was able toâŚ
- Apply good brand strategy
- Build up a strong brand equity
â Not only positive influence, brand can also have negative influence
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
Â
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managersâ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
"An analysis of brand relationship with the the perceptive of customer based ...shafaq arif
Â
This project deals with the development of customer relationship through preferred brand. A brief discussion of brand resonance has been made by analyzing various brand related factors.
Excerpts from a detailed online (non panel based) brand health study done for an FMCG client of PixelRush Digital. Kindly contact us on 'query[at]pixelrush.in' if you require a similar or any other kind of consumer study commissioned.
The study titled, âA Study On Brand Perception In Electronics Industryâ focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company âs customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T â Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customerâs perception of the brand. Some findings about the customer demographics were also found
We explore "Universal " consumer brand relatinships and how they contribute to key marketing and business metrics in Mexico and the United states. The assessment is based on new research out of the field in May 2014.
a few key findings:
1. There are Universal Consumer Brand Relationships but there are also cultural variations
2. Differentiation is more active in Mexico and more passive in the USA.
3. Relevance is a necessary condition for CBR to help in driving acquisition in Mexico, not so in the USA.
4. The "Reinforcement" brand relationships plays a much bigger role in marketing in Mexico. The force behind "reinforcement is the notion of customers experience of the brand "valuing me" and allowing me feel "self esteem"
Please open the deck for much more insight
Relational branding â A New Paradigm for Modeling Marketplace Effects of CBRBlackBar Consulting
Â
Presented by keynote speaker Max Blackston at Susan Fournier's Consumer Brand Relationships conference on May 17,2013 at Simmons College in Boston Mass.
Corporate Branding and The Effect It Has On BusinessBryan Calabro
Â
Created for a Communication Studies capstone project.
Considering I double major in Communication Studies and Graphic Design, I thought it would be beneficial to study the relationship between corporate branding and the effect it has on business.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
Â
The level of familiarity amongst the consumers regarding the availability and life of a product provided by a particular brand is referred to as awareness of brand. The concept of brand awareness can be referred to as the consumer being so familiar about a particular brand he or she prefers that if a particular category of a product or choosing certain brand is mentioned, then the preferable brand strikes in the mind of the consumer (Morris et al, 2009). Preferences of consumers can be defined as personal tastes of individuals that can be understood by the utility of particular goods.
Mediation of brand equity on word of mouth a study with special reference to ...Dr. V.K. Hamza
Â
Brand Equity has been considered as the intervening variable among several antecedents to consequences. This study hypothesized the function of Brand Equity as a mediator between Brand Awareness, Brand Association, Brand Image, Perceived Quality and Brand Loyalty towards Word of Mouth. The results of the study stated that the Brand Equity fully mediated certain antecedents and partially mediated with others. The absence and subsistence of mediation for brand equity among the antecedents and consequences have been proved with respect to the Fashion Industry in India.
Data Science Project on Brand Health Track.
o Primary Objective: To measure the Health of Leading Fashion Brands.
o Secondary Objective: To identify the key drivers that make a difference in Consumers Brand Choice and Purchase Behavior.
o Brands: WESTSIDE, SHOPPERS STOP, LIFESTYLE, PANTALOONS, CENTRAL, FBB.
o Questionnaire Preparation and Conduct Survey to collect Primary Data for analysis. (In Progress)
o Final Outcome: Represent Brand Health Data and Key Research findings using visualization and Shiny App.
Identification and Measurement of Consumer Brand RelationshipsBlackBar Consulting
Â
We have identified the 5 Universal Brand Relationships via a rigorous statistical process across multiple product categories and brands
The Relationship metrics we have developed combine consumersâ brand perceptions and brand experiences in a way that preserves the integrity of these two different components of CBR.
The validity of the CBR constructs is demonstrated by the fact that their influence on brand financial measures, price/value perceptions and customer franchise measures is significantly greater than that of other measures of brand equity.
The BlackBar model fits the Market Value of branded businesses to three contributing variables - Brand Relationship Equity, Size of Customer Franchise, and Operating Profit.
Branding affects consumersâ evaluation (also: the sensory perception)
â Brands make decision making process easier for consumers
â High Influence of brands on Consumer Behaviour, if a company was able toâŚ
- Apply good brand strategy
- Build up a strong brand equity
â Not only positive influence, brand can also have negative influence
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
Â
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managersâ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
"An analysis of brand relationship with the the perceptive of customer based ...shafaq arif
Â
This project deals with the development of customer relationship through preferred brand. A brief discussion of brand resonance has been made by analyzing various brand related factors.
Excerpts from a detailed online (non panel based) brand health study done for an FMCG client of PixelRush Digital. Kindly contact us on 'query[at]pixelrush.in' if you require a similar or any other kind of consumer study commissioned.
The study titled, âA Study On Brand Perception In Electronics Industryâ focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company âs customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T â Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customerâs perception of the brand. Some findings about the customer demographics were also found
We explore "Universal " consumer brand relatinships and how they contribute to key marketing and business metrics in Mexico and the United states. The assessment is based on new research out of the field in May 2014.
a few key findings:
1. There are Universal Consumer Brand Relationships but there are also cultural variations
2. Differentiation is more active in Mexico and more passive in the USA.
3. Relevance is a necessary condition for CBR to help in driving acquisition in Mexico, not so in the USA.
4. The "Reinforcement" brand relationships plays a much bigger role in marketing in Mexico. The force behind "reinforcement is the notion of customers experience of the brand "valuing me" and allowing me feel "self esteem"
Please open the deck for much more insight
Relational branding â A New Paradigm for Modeling Marketplace Effects of CBRBlackBar Consulting
Â
Presented by keynote speaker Max Blackston at Susan Fournier's Consumer Brand Relationships conference on May 17,2013 at Simmons College in Boston Mass.
Corporate Branding and The Effect It Has On BusinessBryan Calabro
Â
Created for a Communication Studies capstone project.
Considering I double major in Communication Studies and Graphic Design, I thought it would be beneficial to study the relationship between corporate branding and the effect it has on business.
Measuring Sources of Brand Equity
Content Extracted from âStrategic Brand Managementâ 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (25th April 2014)
Automation is great. It has simplified our lives and enabled us to achieve so much more with the same finite resources. But at what cost? In this talk, learn how to balance the human with the machine and leverage automation without losing your authentic voice or following down the auto-pilot rabbit hole.
Presentation by Lauren Bell Isaacs, Social Media Specialist, on February 28, 2020 at the Research Triangle HubSpot User Group.
Social Consumption Theory: Are Consumer-Brand Relationships Directly Motivate...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Aaron Ahuvia
Philipp Rauschnabel
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
This is the presentation on Branding that Advokate gave at the Albany Chamber of Commerce for the Small Business Development Center of the University At Albany.
<< I apologize for the minor formatting funkiness that happened when this uploaded. >>
This Branding Presentation, part of a September 19, 2013 seminar by Kate Austin-Avon of Advokate, answers the following important questions:
1. What is Branding?
2. Why Branding is Relevant to Your Business
3. What Elements Comprise a Successful Brand
4. How Often a Brand Should be Updated
5. Where to Start
This presentation was part of the Adirondack Business Development Partnership, a collaboration between the Adirondack Regional Chamber of Commerce and the Small Business Development Corporation. It was presented at SUNY Adirondack's Regional Higher Education Center.
Contact Advokate for a worksheet to jumpstart the process of developing YOUR brand!
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net
Brand building is the very core of any brand. Build your brand by right targeting & segmentation. We also share some essential tips to keep in mind for great branding.
The Presentation explains the growing potential of social media in building brand advocates as well as strengthening customer relationships. Creating brand ambassadors depends on leveraging this social engagement tool to find new brand relationships, and then capitalize on nurturing these relationships. These 5 proven social ways are effective for dailyâdeal networking with customers and clients in the social marketing space.
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Similar to Self-Identity and Brand Choice: A Brand Relationship Perspective (20)
Brand Love is in the Heart Physiological Responding to Advertised Brands CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Maxian Xavier
Samuel D. Bradley
Wesley T. Wise
E. N. Toulouse
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement ...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
ANTĂNIO AUGUSTO SANTOS JĂNIOR
Stuck in a crisis An experimental study of the relationship between crisis re...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
abrina Hegner
Ardion Beldad
Sjarlot Kamphuis op Heghuis
Whatâs this thing called Love? Exploring the relationship between brand love,...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Ronald Voorn
Sabrina Hegner
The Effect of Viewing Posts in Online Brand CommunitiesCBR Conference
Â
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Zhimin Zhou
Ning Zhang
The process of customer engagement within hedonic and utilitarian servicesCBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Kay Naumann
Jana Bowden
Challenging Brand Preference - A Triangulation Study CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Don Schultz, Northwestern University, USA
Martin Block, Northwestern University, USA
The catalyst effect of Social Media in crisis communication management in the...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Mariana Victorino, Catholic University Portugal, Portugal
The business case for Consumer Brand RelationshipsCBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Ed Lebar, Blackbar Consulting LLC, USA
Max Blackston, Blackbar Consulting LLC, USA
Warmth and competence as drivers of alumni loyalty and giving in higher educ...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Chris Malone, Fidelum Partners, USA
Jamie Ressler, Point Loma Nazarene University, USA
The role of brands when children share snack time with peers CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Valerie Hemar-Nicolas, University of Paris Sud, France
Mathilde Gollety, Pantheon Assas University, France
Coralie Damay, ISC Business School, France
Pascale Ezan, University of Rouen and Rouen Business School, France
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Manfred Bruhn, University of Basel, Switzerland
Verena SchoenmĂźller, University of Basel, Switzerland
Daniela Schäfer, University of Basel, Switzerland
Daniel Heinrich, Technische Universität Braunschweig, Germany
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Guilherme Victorino, Universidade Nova de Lisboa, Portugal
Brand Wars: Consumer Brand Engagement as client-agency battlefield CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Rossella C. Gambetti, UniversitĂĄ Cattolica del Sacro Cuore, Italy
Silvia Biraghi, UniversitĂĄ Cattolica del Sacro Cuore, Italy
Don E. Schultz, Northwestern University, USA
Guendalina Graffigna, UniversitĂĄ Cattolica del Sacro Cuore, Italy
Low Price Guarantee: Creating Brand Trust in Retailing thought Mass Communica...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Euler Alves BrandĂŁo, Stetik Group, Brazil
Cid Gonçalves Filho, Universidade Fumec, Brazil
Reynaldo Maia Muniz, Federal University of Minas Gerais, Brazil
Market orientation, relationship marketing and brand equity. The study of ind...CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Noor Hasmini Abd Ghani, Universiti Utara Malaysia, Malaysia
Osman Mohamad, Multimedia University, Malaysia
A grounded theory approach to investigate consumer-brand relationships in India CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Sreejesh, S. IBS Hyderabad, India
Subhadip Roy, Indian Institute of Management Udaipur, India
Brand love anchors: how do brand love and product love articulate? CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Gachoucha Kretz, ISC Paris, France
The effects of contextual motivations on the Consumer-Brand Relationship CBR Conference
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Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marina Carnevale, Fordham Univeristy, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Lauren Block, Baruch College, City University of New York, USA
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
Â
In this session, Demandbaseâs Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
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Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitorâs experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Monthly Social Media News Update May 2024Andy Lambert
Â
TL;DR. These are the three themes that stood out to us over the course of last month.
1ď¸âŁ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2ď¸âŁ Instagramâs new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3ď¸âŁ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push âcollabsâ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. Youâll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. Youâll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customerâs journey. By the end of the session, youâll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
⢠Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
⢠Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
⢠Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
⢠Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Money Maker Club â von Gunnar Kessler digital.focsh890
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Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
10 Videos Any Business Can Make Right Now! - Shelly Nathan
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Self-Identity and Brand Choice: A Brand Relationship Perspective
1. Self-Identity and Brand Choice:
A Brand Relationship Perspective
Hazel H. Huang
Durham Business School, U.K.
24 April 2010
First International Colloquium on Consumer Brand Relationships
2.
3.
4. The Brand Relationship Myth
⢠Does the brand relationship metaphor
really exist?
â Yes: Fournier (1998) and many others
â No: Bengtsson (2003) and OâMalley and
Tynan (1999)
⢠How do we prove its existence if it exists?:
the theoretical grounding
â Close Relationships as Including Other in the
Self by Aron, Aron, and Nelson (1991)
5. Research Questions
1. To what extent do consumers use the
relationship metaphor to describe their
brands?
2. If the consumers are able to characterize
a brand relationship, to what extent do
consumers reflect the brand relationship
to their self-identities?
6. Research Design â RQ 1
⢠11 in-depth interviews
⢠British Caucasian undergraduate students
aged 18-21
⢠Semi-structured interview
â Talking about themselves
â Talking about brands and brand personality
â Talking about brand relationship
7. Findings â In-Depth Interview
1. Most were able to describe their relationships with their
brands.
⢠Itâs [Kelloggâs cornflakes] very temperamental. I think if we just
had a friendship, it would be a friendship of convenience, where
you would drop in and out. If you were going along fine and there
were other things to do and other people to see then you wouldnât
go there. On the other hand, if you sort of thought, oh, I would
really like to see this person again, then it would always be there to
back you up. âŚI think Primark is like a new friend. It is the kind of
friend where you would go there first and they would be able to
give you the right sort of advice. It is a very exciting and new
friendship, but itâs becoming more steady. ⌠Yes, the relationship
is settling down.
[Katie] m
8. Findings â In-Depth Interview
2. But some showed difficulties in articulating the
relationship.
Q: Would you think of your car as a person?
A: My car is a he and heâs called Bob.
Q: Why Bob?
A: Itâs just Bob. And I tend to say, hang on, whereâs Bob, to
my housemates.
Q: So, your friends know about Bob?
A: Yeah. They know I refer to it as Bob.
Q: Why did you name your car?
A: I donât know⌠I donât knowâŚ
[Robbie]
9. Findings â In-Depth Interview
3. A dramatic experience needed to trigger the relationship
metaphor.
⢠Yeah, [I found I was attached to the car] probably after it was
crashed. I loved my car when I had it, but I didnât realize I
would miss it.
[Lauren]
10. Research Design â RQ 2
⢠H1: There is a positive relationship between
consumer-brand congruence and brand
relationship quality.
⢠H2: The relationship between self-identity
reflection and brand relationship is consistent
across symbolic and utilitarian products.
Consumer-Brand
Congruence
Brand Relationship
Quality
11. Research Design â RQ 2
⢠Consumer-brand congruence = |
consumer personality â brand personality|
⢠Product pre-tests â the FCB grid
⢠Randomly assigning one product to one participant
⢠Each participant asked to rate their favourite or most-frequently-used
brands
⢠468 questionnaires returned, 90 brands evaluated
â Jeans: 112; Soft drinks: 116; Laptop computers: 114; Dish-washing
detergents: 126
Laptop Computer Jeans
Dish-washing
detergents
Soft drinks
Thinking Feeling
High
Involvement
Low
Involvement
13. Results: H2 is supported
⢠H2: The relationship between self-identity
reflection and brand relationship is
consistent across symbolic and utilitarian
products.
⢠F(3, 460) = 2.23, p >.05
15. Summary
⢠Good Brand Relationships as Including the
Brand in the Self
⢠Significant brand experience is key to identity
reflection (consumer-brand congruence), but
being able to imagine a relationship with their
brands and recognize them as favourite brands
is critical to identify a relationship with the
brands.
⢠Brand relationship does exist, but weakly.
â Methodologically:
⢠Consumersâ difficulty in articulating a brand relationship or
their lack of awareness
⢠Does the current scale capture brand relationship quality
successfully?