The document discusses the importance of brands and provides strategies for leveraging a brand. It defines a brand as the expectations, memories, stories and relationships that influence consumer decisions. It also outlines 5 steps to leverage a brand: define it, depict it visually, deliver it internally and to partners, disseminate it through marketing, and develop a community around the brand. The document encourages defining the brand, ensuring all visual elements communicate it, training staff and partners, marketing the brand consistently across all touchpoints, and engaging customers to develop emotional connections and loyalty over time.
The document discusses various brand leveraging strategies such as line extensions, brand extensions, stretching brands vertically, and co-branding. It provides examples of each strategy and discusses their advantages and disadvantages. Specifically, it explains that brand leveraging uses an existing brand to expand into new product categories or classes. This provides familiarity and positive brand perceptions for consumers. Line extensions add variants to an existing brand, while brand extensions use a brand name in a different product category. Co-branding combines two brands for a joint product.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
This document discusses key concepts in product and brand management including definitions of products, brands, product levels, product mix, new product adoption process, diffusion of innovation, brand architecture, and the product management process. It provides details on consumer and industrial products, the customer value hierarchy, width, length and depth of product mix, and the different types of adopters in the diffusion of innovation curve.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND IDENTITY TRAPS
Faculty Name: Vishal Desai
The document discusses brand equity and how it provides value to both customers and firms. It defines brand equity as a set of brand assets and liabilities linked to a brand's name and symbol that can add or subtract value. The five main categories of assets/liabilities that underlie brand equity are brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. Maintaining high brand equity provides strategic benefits like reduced marketing costs and increased customer loyalty.
This document discusses Apple's brand resonance and the brand resonance pyramid model. It analyzes how Apple achieves strong brand salience, meets consumer needs through its products, develops positive brand imagery, obtains high brand performance, creates strong judgments and feelings about its brand, and ultimately achieves high brand resonance through customer loyalty, attachment, community building, and engagement. The summary examines how Apple has built the most valuable brand in the world through strategically developing each level of the brand resonance pyramid.
Packaging, marking, and labeling of export goods is important to avoid excess costs and hazards during international shipment. Proper packaging protects the goods from physical damage and contamination, while clear marking and labels allow for identification and communicate important details about the contents. Exporters should consider regulations and buyer preferences to determine the appropriate packaging, packing materials, and labeling for their products.
The document discusses various brand leveraging strategies such as line extensions, brand extensions, stretching brands vertically, and co-branding. It provides examples of each strategy and discusses their advantages and disadvantages. Specifically, it explains that brand leveraging uses an existing brand to expand into new product categories or classes. This provides familiarity and positive brand perceptions for consumers. Line extensions add variants to an existing brand, while brand extensions use a brand name in a different product category. Co-branding combines two brands for a joint product.
Branding
Leveraging Secondary Brand Association
Managing Brand Over Time, Brand Reinforcement & Brand Revitalization to help the growth of customers and Manage brand equity
This document discusses key concepts in product and brand management including definitions of products, brands, product levels, product mix, new product adoption process, diffusion of innovation, brand architecture, and the product management process. It provides details on consumer and industrial products, the customer value hierarchy, width, length and depth of product mix, and the different types of adopters in the diffusion of innovation curve.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : BRAND IDENTITY TRAPS
Faculty Name: Vishal Desai
The document discusses brand equity and how it provides value to both customers and firms. It defines brand equity as a set of brand assets and liabilities linked to a brand's name and symbol that can add or subtract value. The five main categories of assets/liabilities that underlie brand equity are brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. Maintaining high brand equity provides strategic benefits like reduced marketing costs and increased customer loyalty.
This document discusses Apple's brand resonance and the brand resonance pyramid model. It analyzes how Apple achieves strong brand salience, meets consumer needs through its products, develops positive brand imagery, obtains high brand performance, creates strong judgments and feelings about its brand, and ultimately achieves high brand resonance through customer loyalty, attachment, community building, and engagement. The summary examines how Apple has built the most valuable brand in the world through strategically developing each level of the brand resonance pyramid.
Packaging, marking, and labeling of export goods is important to avoid excess costs and hazards during international shipment. Proper packaging protects the goods from physical damage and contamination, while clear marking and labels allow for identification and communicate important details about the contents. Exporters should consider regulations and buyer preferences to determine the appropriate packaging, packing materials, and labeling for their products.
This document discusses how to develop a strong brand personality to differentiate a brand from competitors. It defines brand personality as the human traits and characteristics assigned to a brand to achieve differentiation. It notes that brand personality reflects how people feel about a brand rather than what they think it is. The document recommends getting a unique voice, using emotion, being visual, creating stories, and using characters to effectively project brand personality. It also outlines five dimensions of brand personality defined by Jennifer Aaker: sincerity, excitement, competence, sophistication, and ruggedness. The importance of brand personality in building strong, loyal brands that stand out from competitors is emphasized.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
Marketers Motivation role in consumer behaviour Ashish Pandita
1) The document defines motivation as the driving force within individuals that impels them to action. It refers to the states within a person that drives behavior toward some goals.
2) It discusses different types of needs including innate needs (physiological) and acquired needs (learned from culture/environment). It also discusses Maslow's hierarchy of needs.
3) It provides an overview of different motivation theories including Maslow's theory of human motivation and incentive theories. It discusses how marketers can target different needs in Maslow's hierarchy through advertising appeals.
This document discusses brand extension, including its history, types, advantages, disadvantages, and impact on brand equity. It traces brand extension back to the 1960s and notes it involves using an established brand name to enter new product categories. Brand extensions can be classified as horizontal (line/category extensions) or vertical. The advantages include reduced costs and risk from leveraging brand recognition, while disadvantages include potential damage to the parent brand's image if poorly executed. The document analyzes how brand extensions can affect various elements of Aaker's brand equity model, including brand awareness, loyalty, and perceived quality. Managing these elements carefully is important for the success of any brand extension efforts.
This document provides an overview of problem recognition and information search in consumer decision making. It discusses that problem recognition occurs when a consumer perceives a discrepancy between their actual and ideal state. This can activate an internal search of memory or an external search of the environment for more information. The document then examines the types of internal and external searches consumers engage in, what information is retrieved from each, and limitations like confirmation bias, information overload, and the costs and benefits of acquiring more information.
This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.
Designing and implementing a branding strategy i brand architecture, brand pr...Rappi Tonmoy
The document discusses brand architecture and strategies, explaining how Premium Foods plans to develop the House of Grains brand portfolio with fortified cereal products. House of Grains will serve as an umbrella brand for individual cereal brands like Lovit, which may have variants differentiated by descriptors. The goal is for House of Grains to promote nutrition and physical well-being in Ghana through high-quality staple food products.
This document discusses the three levels of decisions that companies must make regarding their products and services: individual product decisions, product line decisions, and product mix decisions. Individual product decisions include determining product attributes, branding, packaging, labeling, and product support services. Product line decisions involve decisions about a company's various product lines, including line filling and line stretching. Product mix decisions refer to a company's entire portfolio of product lines and items, considering the width, length, depth, and consistency of the mix.
(1) Products and services have become so alike that brands add emotion and trust to differentiate them, simplify consumer choice, and create relationships between brands and loyal consumers.
(2) Brands create aspirational lifestyles that consumers can associate with, allowing brands to charge more and be extended to new categories.
(3) Effective packaging and labeling promotes products, defines their identity, provides important information to consumers, and ensures safe use while protecting the product.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.
A brand is a name, symbol, design, or combination that identifies and differentiates products or services. It provides product identification and serves to differentiate competing products or services. The legal term for a brand is a trademark. A brand strategy should answer key questions about target customers, the brand's value proposition, why customers should believe in the brand, and how to communicate and implement the branding plan. Effective brand strategy involves strategic analysis, defining the brand identity and value proposition, building relationships with customers, and implementing an identity system to position and track the brand.
The document discusses creating brand equity and building strong brands. It defines brand equity as the added value provided to products and services due to branding. Specifically, customer-based brand equity refers to how brand knowledge influences consumer response. Aaker's model views brand equity as consisting of five categories of assets and liabilities - brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets.
Logistics in India: A Transportation Perspective Karan Jaidka
The document provides an overview of logistics and transportation in India, with a focus on key players. It introduces concepts of logistics, the different types of logistics operations, and the functions of business logistics. It then discusses transportation as a key part of logistics, describing various transportation modes used in India like air, sea, road and rail. It outlines both growth drivers and challenges for each mode of transportation in India. The document concludes by profiling Container Corporation of India (CONCOR), the largest rail container operator in India, describing its services, network, assets and strategic vision.
This document discusses product and branding strategy. It covers three levels of a product - the core, actual, and augmented product. It also discusses classifying products as durable or non-durable, and consumer or industrial products. Branding provides benefits to both consumers and suppliers. Key branding decisions include selecting a brand name and positioning attributes, benefits, values, personality, and culture.
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
Brand positioning refers to differentiating a product or service from competitors by fitting it to a specific market segment based on benefits. An effective brand position is unique, credible, and sustainable in the consumer's mind. It clearly communicates the key benefit the brand provides. Developing a strong position requires relevance, clarity, distinctiveness, coherence, commitment, patience, and courage from management over time. Successful positioning strategies can target attributes like size, shape, price, quality, intended user demographic, or cultural symbols.
This document discusses secondary sources of brand knowledge, including ingredient branding, co-branding, licensing, celebrity endorsements, sponsoring events, and third-party endorsements. It provides guidelines for each secondary source. For ingredient branding, it notes that ingredients can reinforce differences or give commodities an advantage. For co-branding, both brands should have equal awareness and favorable, unique associations. Licensing guidelines warn against overexposure. Celebrity endorsements should provide a strategic fit but celebrities' actions can impact brands. Event sponsorships should create brand interactions and experiences in addition to promotions. Third parties like magazines can provide endorsements.
The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
ComfortLife Marketing Academy: Social value of communityOur Kids Media
The value of social communities is consistently debated. In this presentation, you will learn of the kind of results you can expect from building and nurturing a community, how to start, and what it takes.
This document discusses how to develop a strong brand personality to differentiate a brand from competitors. It defines brand personality as the human traits and characteristics assigned to a brand to achieve differentiation. It notes that brand personality reflects how people feel about a brand rather than what they think it is. The document recommends getting a unique voice, using emotion, being visual, creating stories, and using characters to effectively project brand personality. It also outlines five dimensions of brand personality defined by Jennifer Aaker: sincerity, excitement, competence, sophistication, and ruggedness. The importance of brand personality in building strong, loyal brands that stand out from competitors is emphasized.
This document discusses how integrated marketing communications (IMC) can be used to build brand equity. IMC uses a variety of communication channels, such as advertising, promotions, public relations, and social media, in a coordinated way to create a unified brand message and experience for customers. The goal of IMC is to move customers from their current knowledge and perceptions of a brand to the desired knowledge and perceptions defined in the brand's positioning, personality, and values. The document outlines different IMC options and provides criteria for determining the optimal mix of channels to effectively reach the target audience.
Marketers Motivation role in consumer behaviour Ashish Pandita
1) The document defines motivation as the driving force within individuals that impels them to action. It refers to the states within a person that drives behavior toward some goals.
2) It discusses different types of needs including innate needs (physiological) and acquired needs (learned from culture/environment). It also discusses Maslow's hierarchy of needs.
3) It provides an overview of different motivation theories including Maslow's theory of human motivation and incentive theories. It discusses how marketers can target different needs in Maslow's hierarchy through advertising appeals.
This document discusses brand extension, including its history, types, advantages, disadvantages, and impact on brand equity. It traces brand extension back to the 1960s and notes it involves using an established brand name to enter new product categories. Brand extensions can be classified as horizontal (line/category extensions) or vertical. The advantages include reduced costs and risk from leveraging brand recognition, while disadvantages include potential damage to the parent brand's image if poorly executed. The document analyzes how brand extensions can affect various elements of Aaker's brand equity model, including brand awareness, loyalty, and perceived quality. Managing these elements carefully is important for the success of any brand extension efforts.
This document provides an overview of problem recognition and information search in consumer decision making. It discusses that problem recognition occurs when a consumer perceives a discrepancy between their actual and ideal state. This can activate an internal search of memory or an external search of the environment for more information. The document then examines the types of internal and external searches consumers engage in, what information is retrieved from each, and limitations like confirmation bias, information overload, and the costs and benefits of acquiring more information.
This document discusses brand identity and its key components. It defines brand as the name, symbol, design or combination that identifies the maker or seller of a product. Brand identity is the visual elements like colors, design, logo, name or symbol that together identify and distinguish the brand. There are different perspectives of a brand - as a product, organization, person or symbol. Brand identity has two levels - the core identity and extended identity. The core identity represents the essence and reason for the brand's existence, while the extended identity provides more texture, details and completeness to help communicate the brand effectively.
Designing and implementing a branding strategy i brand architecture, brand pr...Rappi Tonmoy
The document discusses brand architecture and strategies, explaining how Premium Foods plans to develop the House of Grains brand portfolio with fortified cereal products. House of Grains will serve as an umbrella brand for individual cereal brands like Lovit, which may have variants differentiated by descriptors. The goal is for House of Grains to promote nutrition and physical well-being in Ghana through high-quality staple food products.
This document discusses the three levels of decisions that companies must make regarding their products and services: individual product decisions, product line decisions, and product mix decisions. Individual product decisions include determining product attributes, branding, packaging, labeling, and product support services. Product line decisions involve decisions about a company's various product lines, including line filling and line stretching. Product mix decisions refer to a company's entire portfolio of product lines and items, considering the width, length, depth, and consistency of the mix.
(1) Products and services have become so alike that brands add emotion and trust to differentiate them, simplify consumer choice, and create relationships between brands and loyal consumers.
(2) Brands create aspirational lifestyles that consumers can associate with, allowing brands to charge more and be extended to new categories.
(3) Effective packaging and labeling promotes products, defines their identity, provides important information to consumers, and ensures safe use while protecting the product.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.
A brand is a name, symbol, design, or combination that identifies and differentiates products or services. It provides product identification and serves to differentiate competing products or services. The legal term for a brand is a trademark. A brand strategy should answer key questions about target customers, the brand's value proposition, why customers should believe in the brand, and how to communicate and implement the branding plan. Effective brand strategy involves strategic analysis, defining the brand identity and value proposition, building relationships with customers, and implementing an identity system to position and track the brand.
The document discusses creating brand equity and building strong brands. It defines brand equity as the added value provided to products and services due to branding. Specifically, customer-based brand equity refers to how brand knowledge influences consumer response. Aaker's model views brand equity as consisting of five categories of assets and liabilities - brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets.
Logistics in India: A Transportation Perspective Karan Jaidka
The document provides an overview of logistics and transportation in India, with a focus on key players. It introduces concepts of logistics, the different types of logistics operations, and the functions of business logistics. It then discusses transportation as a key part of logistics, describing various transportation modes used in India like air, sea, road and rail. It outlines both growth drivers and challenges for each mode of transportation in India. The document concludes by profiling Container Corporation of India (CONCOR), the largest rail container operator in India, describing its services, network, assets and strategic vision.
This document discusses product and branding strategy. It covers three levels of a product - the core, actual, and augmented product. It also discusses classifying products as durable or non-durable, and consumer or industrial products. Branding provides benefits to both consumers and suppliers. Key branding decisions include selecting a brand name and positioning attributes, benefits, values, personality, and culture.
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
Brand positioning refers to differentiating a product or service from competitors by fitting it to a specific market segment based on benefits. An effective brand position is unique, credible, and sustainable in the consumer's mind. It clearly communicates the key benefit the brand provides. Developing a strong position requires relevance, clarity, distinctiveness, coherence, commitment, patience, and courage from management over time. Successful positioning strategies can target attributes like size, shape, price, quality, intended user demographic, or cultural symbols.
This document discusses secondary sources of brand knowledge, including ingredient branding, co-branding, licensing, celebrity endorsements, sponsoring events, and third-party endorsements. It provides guidelines for each secondary source. For ingredient branding, it notes that ingredients can reinforce differences or give commodities an advantage. For co-branding, both brands should have equal awareness and favorable, unique associations. Licensing guidelines warn against overexposure. Celebrity endorsements should provide a strategic fit but celebrities' actions can impact brands. Event sponsorships should create brand interactions and experiences in addition to promotions. Third parties like magazines can provide endorsements.
The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
ComfortLife Marketing Academy: Social value of communityOur Kids Media
The value of social communities is consistently debated. In this presentation, you will learn of the kind of results you can expect from building and nurturing a community, how to start, and what it takes.
The value of social communities is consistently debated. In this presentation, you will learn of the kind of results you can expect from building and nurturing a community, how to start, and what it takes.
Increase the media coverage—newspaper, magazine, online, radio and TV—for your school, camp or small business with these key tools that have proven to make media pay attention. Learn how to write a press release, contact reporters, connect via social media and build your free promotions. Presented by Carly Maga, Our Kids Media.
Advertising & Marketing Trends 2014 | Marketing Retirement Communities and Se...Our Kids Media
Marketing tips and marketing trends for retirement communities, retirement homes and senior care. Marketing to Canadian boomers and seniors. [Comfort Life Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]
Increasing Engagement in Email Marketing and Social Media | Marketing Retirem...Our Kids Media
Tips to Increase engagement and improve performance of your social media marketing and email marketing campaigns. Improve your open rates and click through rates.
Designed for marketing retirement homes, retirement communities and senior care. Will help you market to seniors and boomers in Canada. [Comfort Life Marketing Academy, Lunch & Learn, November 2013, Presented by Kim Fowler]
Inbound Content Marketing for Retirement Living: What, Why, How?Our Kids Media
Content has become one of the most important tools that marketers have for generating leads and driving sales. But many companies struggle with understanding what it really is, and how to use it effectively in their sales cycle. Join us for this webinar and learn tips for creating great content from scratch. People make decisions based on research and emotion, and great content will fuel your sales cycle, propelling leads from initial contact to move-in. Register now! Offered in partnership with BCSLA.
Facebook is the most valuable place to begin your private school's social media marketing campaign.
From Our Kids Media's Social Media Manager Travis Allison.
Social media tools for marketing retirement communitiesOur Kids Media
Social media has forever changed the way we communicate, and the way in which we expect to be communicated to. Agnes Stawicki of Comfort Life and comfortlife.ca discusses the multitude of social media platforms & tools available and the opportunities they offer retirement homes and senior care providers as communication and marketing tools.
This webinar includes
- stats about Canadian seniors online
- how seniors use social media
- an overview of Facebook, Twitter, Pinterest, LinkedIn and YouTube.
- Three case studies to show you how Canadian retirement homes are using social media in their marketing and communication plans
Watch and listen to the webinar recording at http://www.ourkidsmedia.com/marketing/retirement-living/webinars/social-media-for-retirement-living-industry-the-right-tools-for-the-right-impact-2015-11
Антон Волнухин. Микроблоги и новое в социальных сетях: что в этом такогоДоп.Реальность
В последнее время много говорят о феномене микроблогов и твиттера, а также о новом этапе развития социальных сетей.
Антон Волнухин расскажет о том, как мы будем узнавать о важных новостях в ближайшем будущем и о том, почему для понимания происходящего в интернете (в том числе для поиска) всё более важными становятся микроблоги и соц. сети.
И о том, как и какими способами многое из этого можно видеть уже сейчас.
This document provides guidance for schools and summer camps on using social media. It suggests engaging students by having a presence on popular platforms and sharing fun content to attract their interest. Proper monitoring is also advised to ensure interactions remain appropriate and rules are followed.
The document discusses how different marketing teams within a company, including field marketing, product marketing, and corporate marketing, need to work together effectively to generate qualified leads for sales. It recommends that each team focus on their specific roles, with field marketing understanding customer needs, product marketing focusing on product expertise, and corporate marketing analyzing trends. The document also provides a five-step methodology for content generation that involves segmenting audiences, mapping the customer buying cycle, creating a content asset map, repurposing content across different formats, and tracking the effectiveness of content.
How retirement homes can use social media to aid in marketing and communicationsOur Kids Media
Not many retirement homes, nursing homes or senior care providers are using social media and communities to interact with and build their reputation online. There is a HUGE opportunity out there. This presentation outlines the value of online networks, how to build an online communications strategy and features two important case studies from top retirement homes using social media.
Originally presented by Eden Spodek for the Comfort Life Marketing Academy Lunch & Learn in Toronto, April 8, 2014.
Retirement home marketing: shifts in the online advertisingOur Kids Media
The document discusses shifts in digital marketing for retirement living and care providers. It summarizes that Google is prioritizing mobile-friendly and high-quality content in its search algorithm. Marketers are advised to make websites mobile-friendly and optimize content for different devices to remain competitive. The document also notes trends in different digital marketing approaches, including increased use of content marketing, native advertising, visual media, and data collection across devices and online/offline channels.
Google Analytics : Overview & CustomizationOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you. We will cover some basic customization including using segments and creating custom dashboards.
Ольга Стерник. Измерения в социальных медиа: как, что, зачем?Доп.Реальность
Презентация к выступлению Ольги Стерник в рамках образовательной серии «Доп.Реальность» в Лофт Проекте ЭТАЖИ. http://dopreality.ru/archive/social-media-olga-sternik/
Бренды и малые бизнесы, НКО и вузы, музыкальные группы и клубы по интересам — все пришли говорить со своей аудиторией или своим потребителем в социальные сети, в блогосферу, в твиттер. Потратили время, усилия или деньги. Пора оценить эффект. Как поставить цели себе или исполнителям? Тысяча участников группы вконтакте – это хорошо или плохо? И достаточный ли показатель – количество участников?
Utian Ayuba provides information about integrating Ceph block device storage and OpenStack. He discusses Ceph architecture including OSD, monitor, and metadata server nodes. Ceph uses placement groups to store and replicate data across nodes. Ceph supports block, object, and file storage interfaces that can be used by OpenStack services like Glance (images), Cinder (volumes), and Nova (instance disks). Utian then outlines three labs for installing OpenStack on openSUSE, deploying a Ceph cluster, and integrating Ceph block storage with OpenStack. Topologies are provided for the single-node OpenStack and Ceph cluster deployments, as well as the integrated OpenStack and Ceph architecture.
This document provides an agenda and overview for a Mobile Monday event on Android. It includes:
1. Introduction and highlights of the Google I/O 2011 conference
2. A discussion on Android UX design
3. An Android developer quickstart
The document then covers various topics related to Android development including an introduction to Android devices, how to set up the Android SDK and Eclipse plugin, how to create an Android project, the folder structure of an Android project, AndroidManifest.xml, basic UI elements like buttons and text views, resources, internationalization, logging, and an overview of UI selection widgets.
Максим Спиридонов. Практика развития веб-проектов: путь от идеи к сайту с мас...Доп.Реальность
Доп. Реальность — ведущие деятели Рунета в Лофт Проекте ЭТАЖИ.
http://dopreality.ru
http://twitter.com/dopreality
Разбор механики построения успешного, посещаемого сайта на базе практических примеров, созданных автором мастер-класса веб-проектов. В фокусе внимания ресурсы, имеющие посещаемость до 100 тысяч человек в сутки – познавательный журнал «ШколаЖизни.ру», сайт социальных закладок «Memori.ru», интернет-энциклопедия «Calend.ru», сервис «БобрДобр», подкаст-терминал «PodFM.ru». Рассказ о зарождения идеи, предпосылках возникновения и истории развития каждого из проектов.
Вместе с вопросами производства и технологий рассматриваются пути просчета бизнес-перспектив сайта, подводные камни веб-коммерции и в целом – состояние Рунета, как места для ведения бизнеса.
Максим Спиридонов
Основатель и руководитель продюсерского центра «Ройбер», занимающегося созданием веб-сервисов и интернет-СМИ. Как идеолог, продюсер и руководитель участвовал в создании более чем 10 крупных веб-проектов, наиболее известные из которых, – познавательный журнал «ШколаЖизни.ру», сайт социальных закладок «Memori.ru», интернет-энциклопедия «Calend.ru», сервис «БобрДобр », подкаст-терминал «PodFM».
The document discusses the concept of brands and what they represent. It states that brands go beyond just products and services, and are about understanding and satisfying consumer needs in a profitable way. A brand represents a set of associations in the memory of customers that help differentiate a company's products from its competitors.
The document discusses the importance of brands, especially in a down economy. It emphasizes that brands should be thought of as networks rather than linear systems, with both companies and consumers contributing to the brand experience. It recommends that companies focus on building emotional connections with consumers by better understanding them, engaging them in product development and marketing, and telling stories that create emotional responses. Companies should leverage current economic uncertainty as an opportunity to think differently and partner with consumers rather than rely on traditional top-down approaches.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
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.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
A brand is like a positive prejudice people have towards your product or organization. It helps your business build preference, loyalty and recommendation. But a brand is also a management tool, helping your organization to speak with one voice across the many touchpoints. And finally, a brand is the purpose that unites your employees around a common cause beneficial for customers. This presentation shows what what is needed to become a great brand, create a solid brand strategy, and a branded customer experience.
The document discusses various aspects of branding including:
1. It defines what a brand is in terms of the mental associations and perceptions that consumers have regarding a product or service.
2. Brands provide value to both customers and firms. For customers, brands reduce risk and enhance satisfaction. For firms, brands improve marketing effectiveness and allow higher prices.
3. While products come and go, brands endure over time. A brand is the memory of the products and is harder to change than the products themselves.
4. Leading brands are not always the products with the best quality, but are often those that have established a superior image and alternately innovate and capitalize on their brand image over
This presentation will explain what a brand is, and is not, and what a brand image means to the consumer, and why they prefer strong brands with defined meaning. In addition, the concept of integrated marketing at it pertains to building a strong brand is discussed.
A brand is more than just a product - it is a combination of emotions, relationships, and values that allows companies to charge more for products that are otherwise indistinguishable from competitors. Branding adds trust and simplifies consumer choice by differentiating products based on qualities like reliability and care. Strong brands create loyal relationships with consumers and aspirational lifestyles that increase brand preference and willingness to pay premium prices. Building brand value involves marketing, ambassadorship, and focusing on positive customer experiences.
Questions that every Entrepreneur has about his business?
- Who are the key competitors, what can you learn from them, what will it take to outperform them?
- What is the value that you promise to deliver to the customer?
- Why will your target market believe your promise?
- What does the consumer desire and how will you uniquely fulfill that desire?
- What is the fundamental purpose behind your business – that inspires all in the organisation?
- How will the business evolve over time?
- What is your backbone – what is negotiable and what is not?
- How do you present yourself
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
* Team 2:
Đinh Ngọc Gia Bảo
Võ Đình Đình
Bùi Ngọc Thanh Ngân
Bùi Thị Kim Oanh
Đặng Trang Đan Phương
------------------------------------
What is brand?
What is marketing?
What are the roles of marketing and brand in business? (At least 2 examples of specific brands)
What are the roles of marketing and brand in personal life? (Each student gives example)
---------------------------------------
> Homework for Week 1 <
LT7058 Events Marketing lecture Week 9 Thomas Lunt
- The document discusses branding and brand experiences in the context of events marketing. It covers definitions of branding, the components of an effective brand, and how experiential marketing can help deliver memorable brand experiences. Key aspects covered include developing a brand strategy, creating brand personality and emotional connections, and integrating experiential strategies like service, theatre, games and interactive technology. The importance of measurement and using brand ambassadors is also highlighted.
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.
Kate Austin-Avon of Advokate, LLC, delivered this presentation on Developing Your Brand on Thursday, October 22, 2015, at SUNY Adirondack for the Adirondack Business Development Partnership and the Adirondack Regional Chamber of Commerce.
The document discusses branding and defines it as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. An effective brand connects emotionally with its target audience through consistent messaging across all customer touchpoints to build trust and loyalty. The author emphasizes that branding is not just visuals but also reflected in things like staff, customer service, pricing and online presence. She provides questions to help businesses understand their brand identity and ensure consistency in representing it.
The document defines various marketing and advertising terms, concepts, and frameworks. It distinguishes between strategy and tactics, insight and observation, and differentiates among product propositions, campaign platforms, and creative ideas. It also defines brands and branding, brand identity versus look and feel, and types of creative vehicles. Finally, it outlines the differences between segmentation and targeting, provides examples of types of each, and includes a glossary of common media terminology.
The document discusses branding and defines it as a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It states that a brand is a promise that represents quality, performance and other values that set a business apart. An effective brand delivers a clear message, confirms credibility, connects emotionally to targets, and motivates action to create loyalty. The document provides examples of well-known brands and advises that every business interaction should be considered through the lens of brand intention in order to engage customers and remain in control of how the brand is perceived.
Similar to Brand Management - 5 Steps to Effectively Leverage Your Brand (20)
Digital marketing from a human perspective: For schools and campsOur Kids Media
Consumer behaviour has forever changed and the digital world continues to be an evolving landscape. Families will research you online, and you need to be where they are. The role of the sales person is now to support everything you do online.
This presentation provides a strategy for determine where to go and be in the digital space that will be most effective for your schools or camps marketing goals.
Email marketing for private schools, summer camps and kids programsOur Kids Media
Email marketing can produce the highest return on investment for your business. But how do you do it well. This presentation will show you how to build your email list with highly qualified leads for your camp, school or kids program, and more importantly, how to convert those leads into calls, tours and registrations.
Originally presented at the Our Kids Marketing Academy Lunch & Learn, November 2016.
Google Analytics : Overview & Basic Customization for Retirement CommunitiesOur Kids Media
One of the biggest skills gaps today is data analytics - the ability to not merely look at reports but to make recommendations and take action based on the data. Google Analytics is a powerful, free, decision support tool that is essential to understanding and improving your online marketing efforts.
Anneline Breetzke will cover the basics of the tool, the key metrics and four main reports and will then turn to customization. How to set up a custom dashboard and a custom report.
Google Analytics: Overview & Key Metrics for Schools and CampsOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you.
Google Analytics: Overview & Key Metrics for Retirement CommunitiesOur Kids Media
A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you.
How to maximize senior living leads from online sources and directoriesOur Kids Media
This document provides tips on how to maximize senior living leads from online sources. It recommends developing a well-planned, disciplined marketing strategy focused on relationship building and addressing customer needs. Key aspects to focus on include understanding the market and competitors; ensuring your solution matches customer wants and needs; defining a clear target audience; crafting a consistent, value-based message; choosing platforms aligned with your audience; analyzing results and making adjustments; fostering a customer-centric culture; and creating a long-term customer engagement plan through word-of-mouth. The goal is to attract new customers and deepen relationships with existing ones through quality leads and high customer satisfaction over the long run.
Social media for retirement homes: Calculating return on investment (ROI) Our Kids Media
Social media can be one of the most challenging platforms for retirement homes to measure return on investment (ROI). But it's an area you can't afford to ignore. Agnes Stawicki of Comfort Life Guide to Retirement Homes (comfortlife.ca) provides practical advice for developing a goal-based approach to measuring your social media marketing return on investment (ROI).
What you'll learn:
- Measurement tools for tracking your social media efforts
- How to set up goals
- How are Canadian retirement communities and senior care providers using social media (case studies)
- A goal-based approach to measuring ROI
Offered by Comfort Life Marketing Academy (ourkidsmedia.com/marketing/retirement-living/), a division of Comfort Life (comfortlife.ca), Canada's #1 guide and online resource to the best retirement homes and senior care options.
Creating Killer Ad Creative For Private Schools & Summer CampsOur Kids Media
How do you differentiate your private school or summer camp from all the 'others'? Regardless of if you advertise or not, parents will build a perception of your school brand.
What type of creative ads work best at connecting with your target audience and getting them to take action? This presentation features private school ad campaigns that have proven to generate excellent results. From gathering insights to determining strategy to developing compelling, unique and relevant materials, this presentation has everything you need to know about creative advertising.
Originally presented at the Our Kids Marketing Academy Lunch & Learn by Gayle Akler of SparkPlug Marketing & Communications. More presentations and on demand webinars available at http://www.ourkidsmedia.com/marketing
2015's Biggest Digital Marketing Trends | Private School & Summer Camp MarketingOur Kids Media
Marketing and advertising private schools and summer camps has gone digital. Every parent considering a program for their kids will turn to Google to do their research, looking for reviews and trusted sources as third party referrals or testimonials. Not only can online advertising generate quality leads for your camp or private school, marketing kids programs in the right online spaces can support your brand message and move a prospect down the ‘consideration funnel’ so they feel confident they are making the right choice.
This presentation provides an overview of how Google is changing their mobile search algorithm in April 2015, and the significant impact it can have on your online visibility in google search. Plus, it includes a list of the best digital marketing trends for private schools and summer camps in 2015.
Google is the king of online marketing, and when they make changes, we need to listen or we’ll be left behind. Originally presented at the Our Kids Marketing Academy Seminar by Agnes Stawicki. More presentations and on demand webinars available at http://www.ourkidsmedia.com/marketing
How to Maximize your Retirement Community Sales FunnelOur Kids Media
FOR: Retirement community owners, marketers and sales teams.
Marketing a retirement community or senior care services gets your brand in front of the right people if done well, will deliver quality leads to you. How you handle those leads or prospects will make all the difference in filling your suites and growing your community. All too often, we focus all of our marketing budget on 'advertising' and forget about the 'sales' required to fill retirement suites. This presentation gives you everything you need to know about fine tuning your retirement community sales funnel and closing more deals.
From the first phone call or email through to the retirement home tour and follow-up, we give you all of the best sales tips for retirement communities so you can improve your lead-to-move in conversion rate without increasing your advertising budget.
Presented at the Comfort Life Marketing Academy Seminar by Heather Green of Greenhouse Marketing & Communications. More presentations and on demand webinars available at http://www.ourkidsmedia.com/marketing/retirement-living/
Marketing Retirement Homes & Senior Care - Integrated Multichannel MarketingOur Kids Media
Marketing retirement communities and senior care is complex and requires multichannel marketing, the ability to interact with parents and seniors on various platforms and during each of their consideration stages.
This presentation showcases how online search behavior has changed over the years with case studies from Google, Starbucks and Comfortlife.ca
Where do retirement homes invest advertising dollars and marketing budgets? Have a look at this Marketing Retirement Homes and Senior Care presentation for the right insight.
Modified presetation of Our Kids Marketing Academy Seminar by Mark Morin, president of Strategies Relationship Marketing. Presented at Comfort Life Marketing Academy Seminar.
Marketing schools, camps and kids programs is complex and requires multichannel marketing, the ability to interact with parents on various platforms and during each of their consideration stages.
This presentation showcases how online search behavior has changed over the years with case studies from Google, Starbucks and Ourkids.net.
Where do schools and camps invest advertising dollars and marketing budgets? Have a look at this Marketing Private Schools & Summer Camps presentation for some insight.
Modified presetation of Our Kids Marketing Academy Seminar by Mark Morin, president of Strategies Relationship Marketing.
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsOur Kids Media
How can you use new media such as blogs, facebook and twitter to engage with moms and kids and market your programs, schools or summer camps? This presentation shows you how you can engage with parents during the various stages of their consideration funnel, and how to track your results with Google Analytics and social media tracking tools.
Be the best at private school marketing, summer camp marketing or kids program marketing and selling to moms in Canada.
Originally presented by wink11 founders Nadia Duriavig and Daniela Duriavig at the OUR KIDS Marketing Academy Lunch & Learn in Toronto on October 28th, 2014. More tools and resources available at http://www.ourkidsmedia.com/marketing
Using & Tracking New Media - Marketing Retirement Homes & Senior CareOur Kids Media
The document discusses using new media and social media to optimize marketing strategies. It outlines how prospects move through an awareness and decision-making funnel, from initial awareness to advocacy. It then provides recommendations on leveraging different parts of the funnel, such as using social media to increase awareness, online tools to aid research, and capturing leads. The document also recommends quantifying results through analytics to measure engagement, acquisition and optimize strategies.
Recruitment Retention & Referrals | For Private Schools & Summer CampsOur Kids Media
Marketing private schools and marketing summer camps is our specialty. These tips will help you improve your sales, get new students and kids into your programs, and keep existing families happy and raving about your camp or private school. Review the top tips to help you recruit and retain students and kids for your summer camp or private school program.
Originally presented by Agnes Stawicki for Our Kids Media at the Our Kids Marketing Academy Lunch & Learn in Toronto on April 29th, 2014. Visit www.ourkidsmedia.com/marketing for more free marketing tools and resources.
Marketing Retirement Homes: What do Seniors Really Want and Search For? [SEMI...Our Kids Media
When you look at any retirement home marketing and communications material, you see the words Beautiful, Elegant, Amenities, Services... But what is it that families looking for a retirement community REALLY want? We analyzed thousands of questions and inquiries received from families using www.comfortlife.ca (Canada's guide and directory to the best retirement homes) to give you an insiders look into the needs and wants of Canadian seniors. Start marketing your retirement community and care services with this important research and insight.
Originally presented by Agnes Stawicki or Our Kids Media at the Comfort Life Marketing Academy Lunch & Learn in Toronto on April 8, 2014.
Social Media Marketing and Advertising for Summer CampsOur Kids Media
How summer camp can use social media marketing to improve communication and registrations every year. Social media stats, tips for facebook, twitter, linkedin and instagram. [Christian Camping International (CCI) Canada Mini-Conference, March 2014, Presented by Agnes Stawicki]
The internet has changed how students and families search for and choose a school. Now more than ever, a strong online brand is crucial to your private school marketing plan – and that includes your web site, social media, advertising and tracking. A savvy online presence not only increases your school's exposure, it gives you more return on investment. This presentation will tell you where to start, what to include, and how to make your online marketing campaign successful. [The Association of Boarding Schools TABS Conference, December 2013, Presented by Agnes Stawicki, Our Kids Media]
Increasing Engagement in Email Marketing and Social Media | Marketing Private...Our Kids Media
This document provides tips and strategies for improving engagement through email marketing and social media. It discusses using content strategies like push and pull content to engage customers. Case studies of the University of California, Claremont and Camp White Pine demonstrate how they improved engagement on platforms like Facebook, Twitter, YouTube and Pinterest. The key is providing a "wow" experience for consumers and inspiring them to take action through meaningful content on email and social channels.
A Visual Guide to 1 Samuel | A Tale of Two HeartsSteve Thomason
These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
Andreas Schleicher presents PISA 2022 Volume III - Creative Thinking - 18 Jun...EduSkills OECD
Andreas Schleicher, Director of Education and Skills at the OECD presents at the launch of PISA 2022 Volume III - Creative Minds, Creative Schools on 18 June 2024.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
THE SACRIFICE HOW PRO-PALESTINE PROTESTS STUDENTS ARE SACRIFICING TO CHANGE T...indexPub
The recent surge in pro-Palestine student activism has prompted significant responses from universities, ranging from negotiations and divestment commitments to increased transparency about investments in companies supporting the war on Gaza. This activism has led to the cessation of student encampments but also highlighted the substantial sacrifices made by students, including academic disruptions and personal risks. The primary drivers of these protests are poor university administration, lack of transparency, and inadequate communication between officials and students. This study examines the profound emotional, psychological, and professional impacts on students engaged in pro-Palestine protests, focusing on Generation Z's (Gen-Z) activism dynamics. This paper explores the significant sacrifices made by these students and even the professors supporting the pro-Palestine movement, with a focus on recent global movements. Through an in-depth analysis of printed and electronic media, the study examines the impacts of these sacrifices on the academic and personal lives of those involved. The paper highlights examples from various universities, demonstrating student activism's long-term and short-term effects, including disciplinary actions, social backlash, and career implications. The researchers also explore the broader implications of student sacrifices. The findings reveal that these sacrifices are driven by a profound commitment to justice and human rights, and are influenced by the increasing availability of information, peer interactions, and personal convictions. The study also discusses the broader implications of this activism, comparing it to historical precedents and assessing its potential to influence policy and public opinion. The emotional and psychological toll on student activists is significant, but their sense of purpose and community support mitigates some of these challenges. However, the researchers call for acknowledging the broader Impact of these sacrifices on the future global movement of FreePalestine.
How Barcodes Can Be Leveraged Within Odoo 17Celine George
In this presentation, we will explore how barcodes can be leveraged within Odoo 17 to streamline our manufacturing processes. We will cover the configuration steps, how to utilize barcodes in different manufacturing scenarios, and the overall benefits of implementing this technology.
🔥🔥🔥🔥🔥🔥🔥🔥🔥
إضغ بين إيديكم من أقوى الملازم التي صممتها
ملزمة تشريح الجهاز الهيكلي (نظري 3)
💀💀💀💀💀💀💀💀💀💀
تتميز هذهِ الملزمة بعِدة مُميزات :
1- مُترجمة ترجمة تُناسب جميع المستويات
2- تحتوي على 78 رسم توضيحي لكل كلمة موجودة بالملزمة (لكل كلمة !!!!)
#فهم_ماكو_درخ
3- دقة الكتابة والصور عالية جداً جداً جداً
4- هُنالك بعض المعلومات تم توضيحها بشكل تفصيلي جداً (تُعتبر لدى الطالب أو الطالبة بإنها معلومات مُبهمة ومع ذلك تم توضيح هذهِ المعلومات المُبهمة بشكل تفصيلي جداً
5- الملزمة تشرح نفسها ب نفسها بس تكلك تعال اقراني
6- تحتوي الملزمة في اول سلايد على خارطة تتضمن جميع تفرُعات معلومات الجهاز الهيكلي المذكورة في هذهِ الملزمة
واخيراً هذهِ الملزمة حلالٌ عليكم وإتمنى منكم إن تدعولي بالخير والصحة والعافية فقط
كل التوفيق زملائي وزميلاتي ، زميلكم محمد الذهبي 💊💊
🔥🔥🔥🔥🔥🔥🔥🔥🔥
How to Download & Install Module From the Odoo App Store in Odoo 17Celine George
Custom modules offer the flexibility to extend Odoo's capabilities, address unique requirements, and optimize workflows to align seamlessly with your organization's processes. By leveraging custom modules, businesses can unlock greater efficiency, productivity, and innovation, empowering them to stay competitive in today's dynamic market landscape. In this tutorial, we'll guide you step by step on how to easily download and install modules from the Odoo App Store.
2. Content
Introduction
Brand Power - What is a Brand and why is it essential
Brands for Schools/Camps
5 Steps to Leverage your Brand
Top 5 things I can do right now
Questions
6. A - Timmies B – Starbucks
Which coffee shop would you
choose to get your cuppa?
7. Visual - logo, colours, fonts, grounds, building…
Expectations - quality, taste, consistency, value
Stories - same message across all touchpoints, word-of-mouth
Experience - service, loyalty (Star rewards), roll-up-the-rim
Memories - over time (consistency) – proven
Relationships - emotional connection eg. ‘Timmies’
What is it that makes these two stand out as preferred choices?
Our decision to buy is
influenced by…
9. What is a ‘Brand’
“A brand is the set of expectations,
memories, stories and relationships that
trigger a consumer's decision to choose
one product or service over another.”
- Seth Godin
10. What is a ‘Brand’
Branding is the process of actively shaping
and influencing the way your brand is
perceived in order to increase awareness,
emotional connection and sales.
11. What is a ‘Brand’
“The biggest misconception in branding
strategies is the belief that branding is
about market share, when it is really about
‘mind and emotions share’.”
- Marc Gobé, Author: Emotional Branding
17. Today’s consumers make their decisions in a circular motion as
opposed to the traditional purchase funnel.
- McKinsey & Company
Decision Journey
Traditional
Awareness
Consideration
Decision
Buy
Initial Consider
Active Evaluation
Purchase
Postpurchase Experience
Loyalty Loop
Trigger
Today
18. Brand Power
“Consumers of high-road brands tend to be
loyal and willing to pay premium prices.”
- Harvard Business Review
21% of the population identifies as being brand loyal.
19. Elevates you above the crowd (your voice is heard)
Sets you apart from the competitors
Allows you to control the attitude towards your school/camp
Simplifies purchase decisions
Premium pricing
Momentum
Brand Power
21. The role of brand for private/ independent
schools and camps, is to transform and
shape attitudes towards the products and
services offered.
Brand for Schools/Camps
23. What is a ‘Brand’
“A brand is the set of expectations,
memories, stories and relationships that
trigger a consumer's decision to choose
one product or service over another.”
- Seth Godin
24. Visual - logo, colours, fonts, grounds, building, uniform/image…
Expectations - quality, consistency, value, superior education, programs
Stories - same message across all touchpoints, word-of-mouth
Experience - staff, students, deliver on expectations?
Memories - carry a reputation? Engage alumni.
Relationships - emotional connection
What expectations, memories…do you want people to have of your
school/camp so that they choose yours over another and stay loyal?
Influence purchase decision…
26. Define – who, what, why, how
Depict – visual (design elements, place, uniforms etc)
Deliver your brand to your staff, partners & ambassadors.
Disseminate (market) – to your target audience
Marketing Mix
Across Touchpoints / Integrative Marketing
Develop a community (engagement & consistency over time)
Leverage your brand
27. Leverage your brand : Define
What do you want to be known for? (Ongoing, future, longevity)
How would you describe your brand? Why do you exist?
How are you different from your competitors?
How are you perceived by the public/consumers/alumni?
How is your consumer/student transformed by you?
How do you want them to perceive and experience you?
What is the emotional connection you want your brand to elicit?
A clear, defined brand will be the benchmark against
which everything is measured and determined.
28. Leverage your brand : Depict
Colours & Typefaces
Logo & Tagline
Photos/Images/Video
Tone & Language
Tangibles: uniform, grounds etc
Make sure each element communicates your brand. Then establish criteria
that keeps the use consistent across all channels.
All identity elements must communicate your brand.
29. Leverage your brand : Deliver
Deliver your brand to your people and partners.
To all the staff - the entire team
To your fans - brand ambassadors
To your alumni/ex-campers
(Don McCreesh)
To your partners
Get ‘buy in’ from everyone.
Allow for a sense of ownership.
30. Importance of internal branding
Employees
Company
culture
Perception
Community
(internal &
external)
Experience
(collective)
31. Leverage your brand : Disseminate
Message
Stories
Target Audience
Marketing Mix
Integrative Marketing (all the touchpoints)
Advertising Channels
Market your brand consistently across all channels and at every touchpoint –
staying true to your brand.
Disseminate: ‘spread or disperse widely’
32. Advertising channels
Traditional channels:
Newspapers
Radio
Television
Direct mail
Non-traditional channels:
Billboard
Internet
Direct email
33. Leverage your brand : Develop
Develop a community – emotional, personal, relational
A brand is more than a thing or a
personality, it must be a part of
community.
A brand can also become its own
community!
34. Leverage your brand : Develop
Engagement
Tell stories, share stories, inspire stories, create stories
Relational Marketing (Know, Like & Trust)
Listening and responding (not a monologue/broadcast)
Authenticity
"Authenticity is what makes a brand relevant to consumer needs - yet
unique in its appeal." Angela Ahrendts, CEO of Burberry, 2007
Consistency (TREND)
Brand management cycle
Purchase journey (loyalty loop)
Develop a community – emotional, personal, relational
35. Today’s consumers make their decisions in a circular motion as
opposed to the traditional purchase funnel.
- McKinsey & Company
Decision Journey
Traditional
Awareness
Consideration
Decision
Buy
Initial Consider
Active Evaluation
Purchase
Postpurchase Experience
Loyalty Loop
Trigger
Today
36. Top 5 things I can do right now
1. Bring your team together to review and define your
brand.
2. Review your visual elements to see if they are reflect
your brand.
3. Speak to your broader team (ambassadors, partners)
about your brand.
4. Review your brand’s consistency on social, websites,
advertising, experience...
5. How are you consistently providing value to your
customers post-purchase?
37. If they go on to Facebook, they see your brand… on a billboard they
see your brand… a student in uniform they see your brand… they see
an advert in the magazine they see your brand… they read a review
and it speaks of your brand… they phone your school they feel your
brand… they watch a video and it shows your brand… they go to your
open house and experience your brand… they see a leaderboard ad
online and recognize your brand… BRAND BRAND BRAND!
About the time you’re sick of hearing about your brand is when
your audience is only starting to tune in to it!
Brand, brand, everywhere!
Welcome to Our Kids’ Marketing Academy. This is our first webinar in the Marketing Academy (though many have previously been offered).
Working with Camps since 1998.
We recognize – as I’m sure you do – that the marketing landscape has changed.
Traditional marketing is threatened by digital channels. Consumers have been given platforms where they own the messages & they freely share experiences.
Brands are looking for ways to stay connected, stay relevant and ensure ROI.
The Marketing Academy is meant to provide you with: tips, tools, insights and recommendations to help you navigate this new marketing world. You’ll be able to walk away with ideas you can implement right away. We to connect you to each other, to experts in the field and to us as we share the conversation.
Today, we’re going to walk through HIGH LEVEL marketing & media trends. Some stats, as well as what experts are seeing in terms of main changes in a variety of marketing channels. At any point, feel free to jump in with questions & join us on twitter @mktgacademy or follow the hashtag: #mktgacademy.
In today’s webinar – Marketing & Media trends, we’ll look at trends, and discuss: (read content list)
(click)
Have you heard of Tim Hortons? Ian’s?
Ian’s is a block away, Timmies is 2 blocks away… which would you choose?
Timmies is 80c more expensive than Ian’s… which would you choose?
Visual
Social Proof
Experience
Memories
Expectations / Quality
Price
Awareness
Emotional connection (Timmies vs Tim Hortons)
What if they served the exact same coffee….
Poll
Both of them:
Well known
Great visual
Good coffee
Experience
Price DIFFERENCE
Emotional connection? Timmies/Stars??
WHAT IS IT THAT MAKES THESE TWO STAND OUT AS THE PREFERRED CHOICE?
- cow farmers branding emblem (initialy logo, colours and fonts)
- ex executive vp of mktg at yahoo - Seth Godin
“A brand is the set of expectations, memories, stories and relationships that trigger a consumer's decision to choose one product or service over another.”
Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are it’s offerings.
Emotional Branding: The New Paradigm for Connecting Brands to People
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people.
The opportunity that exists in understanding how we feel about a brand determines how much we want to buy.
Starbucks
Quality, 66% premium vs timmies
Timmies – Tagline? Always Fresh
Canadian pride
Fun (roll up the rim)
Robin’s Coffee Shops in Canada…. Know of them?
Apple – Think Different, Open-minded, Progressive
Emotional Connection
Quality, Packaging…
Merceded Benz
Status, Expensive
Nike – What is the tag line “Just Do It”
Love the outdoors, active
Top Canadian Brand Ranking 2016 - 4. Tim Hortons
It’s clear now that Marc Caira knew he was about to sell Tim’s from under us when the CEO posed for his close-up as winner of last year’s Best Brands ranking. But as this brand has proven before, it’s not what changes at the top that matters, it’s what changes at the counter. So far, comfortingly, that’s been almost nothing. The longer we love Tim Hortons, it seems, the more we love Tim Hortons. The new owners should keep the recipe.
McKinsey : Consumer Decision Journey / LOYALTY LOOP
Consumer considers an initial set of brands, based on brand perceptions and exposure to recent touchpoints: social, ad in magazine, cups, tv, building, word-of-mouth, status
Consumers add or subtract brands as they evaluate what they want: whittling it down to 2 brands, bye to Ian’s, now what about taste preference
Ultimately, the consumer selects a brand at the moment of purchase: eg Starbucks
After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey: customer service, the quality of the coffee AND its packaging, the loyalty rewards (give back), ‘belonging’…eg When I was in Hong Kong… Sai Kung Starbucks… building : couches etc
LOYALTY LOOP – Premium Price
* 21% of the population identifies as being brand loyal. (change geographical location, be inconvenienced... bec they believe it will deliver on their expectations/memories of that service/product)
* brands with a stronger market of brand loyal customers commands a 5% price premium (conservative estimate) over other brands in the same industry.
* strong brand examples (TD, Starbucks, Target, Coke....) Done by interbrand. http://interbrand.com/best-brands/
* emotional reaction to those brands
When a brand leads the market in a premium category, we call it a high-road brand
Premium brands—brands that sell for 25% to 30% more than private-label brands
Brands simplify consumers purchase decision. Over a period of time, consumers discover the brands which satisfy their need. If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product. Consumers remain committed and loyal to a brand as long as they believe and have an implicit understanding that the brand will continue meeting their expectations and perform in the desired manner consistently. As long as the consumers get benefits and satisfaction from consumption of the product, they will more likely continue to buy that brand. Brands also play a crucial role in signifying certain product features to consumers.
A brand, in short, can be defined as a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors.
McKinsey : Consumer Decision Journey
1. Awareness: The consumer is aware of the product or service.
2. Consider: They begin to think about a purchase.
3. Evaluate: They form a short-list or make a provisional decision and being to test it, asking friends, looking for reviews etc.
4. Buy…
5. Bond: If they have positive experiences of the thing they have purchased, including any support with problems and after-care, they begin to bond with it…
5. Advocate: If they have bonded with the brand and trust it they will recommend to it their friends. At this point, if they decide to make a repeat purchase or a similar item or service they are likely not to go back out to look for alternatives.
Shaping attitude through understanding, quality performance and consistency…through branding. As an individual entity but also as an industry.
Can I afford private/independent schooling?
How are private/independent school programs different?
What are the benefits of choosing your school?
Why should I send my child to camp?
Shaping attitude through understanding, quality performance and consistency…through branding. As an individual entity but also as an industry.
Can I afford private/independent schooling?
How are private/independent school programs different?
What are the benefits of choosing your school?
Why should I send my child to camp?
What expectations, memories…do you want people to have of your school so that they choose yours over another and stay loyal?
What expectations, memories…do you want people to have of your school so that they choose yours over another and stay loyal?
1. Define
* bring everyone together in your school (different reps from all the areas). HOW is the school perceived?
- think like a consumer (How do consumers view your brand?)
- work with associations & groups
- define industry & sub-segments (then you can establish in that where YOUR brand fits! and then work with those associations and groups to strengthen that view of you)
- identify WHY you are in business (your community is an education one - NOT to make money - but for students to thrive and succeed)
- In particular, this mission statement is intended to anticipate the future and describe an ongoing role for the organization's product, service or expertise. For example, the mission of an airline might be to provide continuing innovation in global transportation. A hospital could state a mission to take the lead in improving public health and education.
- how is your consumer transformed by you? Why are our students leading better lives and having more impact from being with us? (becomes the reason why people will pay 5% price premium - enforces memories and story of your school)
2. Deliver
- work with your teams
- front line - they are the experience (brand development comes from meeting PEOPLE, not just your building, awards in display cases etc)
- they DELIVER the brand (when they deviate, your brand stumbles, access to social - puts negative experience into social space for everyone to see)
- know your competitors, work with your partners
- engage your ambassadors. nurture your communities. Students? Alumni? How can you engage them to share your brand? 98% of people trust word of mouth marketing, over traditional marketing.
Don McCreesh came as a camper, and he left as a leader
Don McCreesh is a prominent voice in camping in Canada, having provided regional, national, and international leadership.
Now that we know that people trust each other’s recommendations more than traditional advertising, but need advertising for legitimacy…
Now that we see that people want to engage & connect with new communities…
And, now that we recognize the power of our own voices…
It is critical to see that branding STARTS with the employees & company culture. Think about Starbucks, Zappos, WestJet… Many perceptions that people talk about stem from an experience with a team member who reflected the brand.
Your camp culture IS your brand!
Consider this chain of events:
Your employees are hired for their skills. They are brought into a culture of sharing, openness, support. They are encouraged to help each other. They treat their campers the same way (and their parents too!). The consumers become part of this culture… The culture grows. Everyone is involved, is bought in, and shares the experience.
(click)
It’s also important to note that each of the potential advertising channels have different purposes. For example: in our experience, radio works really well to promote events where print has power for call-to-action, registration and television is great for branding… but these are not the only channels to use.
Ad on OK website or newsletters
Exhibiting at expos
CPanel
(click)
- authenticity is not built in one ad/tweet - but over time. Have they met expectations etc? CONSISTENCY
know, like & trust
i understand what it stands for, genuine, fits in my values and can see how you are going to make a positive impact on my life/child's life
Elements of Brand Consistency
As you strive to build brand value and trust, assess how consistency works across all aspects of your identity, including messaging, tone, imagery and delivery. These elements are the basic building blocks of a consistent brand, and most brand managers should be familar with how they impact your brand.
Message
A consistent brand message should clearly define your positioning and align with your core behaviors. If your actions consistently align with your message, customers begin to trust and delight in your service. If your brand promise is inauthentic or unable to be delivered, customers may feel disappointed or deceived.
Tone
Tone is an element that companies tend to forget as they develop their brand. Conflicting tones, however, lead to mixed messages. Is the spirit of your brand an aggressive go-getter who gets things done? A friend who is willing to lend a helping hand? If your tone switches often, customers may develop differing expectations about your product or service, making it more difficult to satisfy each customer each time they interact with you.
Design
Imagery is perhaps the most obvious element in your brand consistency toolkit. Using brand elements thoughtfully and strategically helps build visibility and increases customer recognition and association. Consistency also builds increased legal protection for your brand should another company attempt to copy or imitate it.
Delivery
Beyond these fundamental elements, the delivery of your brand through timing and across channels significantly contributes to the consistency of experience. The channels you choose, as well as the frequency of contact, create a rhythm of communication. This becomes increasingly effective as your company conducts research to better understand the types and amount of contact that your customers prefer.
McKinsey : Consumer Decision Journey / LOYALTY LOOP
Consumer considers an initial set of brands, based on brand perceptions and exposure to recent touchpoints: social, ad in magazine, cups, tv, building, word-of-mouth, status
Consumers add or subtract brands as they evaluate what they want: whittling it down to 2 brands, bye to Ian’s, now what about taste preference
Ultimately, the consumer selects a brand at the moment of purchase: eg Starbucks
After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey: customer service, the quality of the coffee AND its packaging, the loyalty rewards (give back), ‘belonging’…eg When I was in Hong Kong… Sai Kung Starbucks… building : couches etc
LOYALTY LOOP – Premium Price
Define – who, what, why, how
Depict – visual (design elements, place, uniforms etc)
Deliver your brand to your staff, partners & ambassadors.
Disseminate (market) – to your target audience
Marketing Mix
Across Touchpoints / Integrative Marketing
Develop a community (engagement & consistency over time)
Get a great logo. Place it everywhere.
Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.
Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can't do this, your attempts at establishing a brand will fail.
Define – who, what, why, how
Depict – visual (design elements, place, uniforms etc)
Deliver your brand to your staff, partners & ambassadors.
Disseminate (market) – to your target audience
Marketing Mix
Across Touchpoints / Integrative Marketing
Develop a community (engagement & consistency over time)