1. The brand management process involves identifying brand positioning and values, planning and implementing marketing programs, and measuring brand performance.
2. Planning marketing programs involves mixing brand elements like names, logos and slogos to create strong associations. It also involves integrating activities and leveraging secondary associations.
3. Measuring performance includes brand audits, tracking studies, and measuring brand equity over time to understand the effects of programs and identify ways to improve the brand.
A brand blueprint weaves together your business strategy, marketing strategy, positioning and visual expression to help achieve your goals and shape the perceptions of your brand in the mind of your customers.
A brand blueprint weaves together your business strategy, marketing strategy, positioning and visual expression to help achieve your goals and shape the perceptions of your brand in the mind of your customers.
Fundamentals of building a successful brand strategy including; what is a brand, foundations of a brand, challenges to a successful brand, building blocks to a successful brand strategy, brand archetypes, and buyer personas.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
Content Extracted from “Strategic Brand Management” 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 (22nd March, 2014)
Anyone launching a product or service, whether on-line or off-line, will put a lot of thought into what to offer and how to go about offering it. In particular, most businesses invest a lot of time and money in creating a brand which will appeal to consumers and set its products or services apart from competitors. For this reason, a business will not want anyone else pretending to be associated with it and piggy-backing on its reputation. The brand of a business is an example of intellectual property, and can be one of the most valuable assets of the on-line business. As an example, when the infamous boo.com went into liquidation, the most sought after assets of the business were the domain name and trade marks; in other words, the boo.com brand. It is therefore important to a business to secure the rights in its brand.
Fundamentals of building a successful brand strategy including; what is a brand, foundations of a brand, challenges to a successful brand, building blocks to a successful brand strategy, brand archetypes, and buyer personas.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
Content Extracted from “Strategic Brand Management” 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 (22nd March, 2014)
Anyone launching a product or service, whether on-line or off-line, will put a lot of thought into what to offer and how to go about offering it. In particular, most businesses invest a lot of time and money in creating a brand which will appeal to consumers and set its products or services apart from competitors. For this reason, a business will not want anyone else pretending to be associated with it and piggy-backing on its reputation. The brand of a business is an example of intellectual property, and can be one of the most valuable assets of the on-line business. As an example, when the infamous boo.com went into liquidation, the most sought after assets of the business were the domain name and trade marks; in other words, the boo.com brand. It is therefore important to a business to secure the rights in its brand.
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
Effective brand strategy is crucial for any service-based business or personal brand to differentiate itself from competitors and resonate with its target audience. By building a strong brand identity, visualizing global branding differences, using data analytics to shape customer interactions, employing emotional storytelling techniques, gaining deep insights into consumer journeys, and understanding competition dynamics in the industry, businesses can develop an effective brand strategy that strengthens partnerships and aligns marketing teams around common goals.
If you’re looking to elevate your brand strategy game, contact Elly & Nora Creative today for expert guidance on crafting a unique and compelling brand story that resonates with your audience.
Download our FREE EBOOK to help you decide if now is the time to bring in the big guns (an agency) or roll up your sleeves and DIY for a bit longer: https://bit.ly/3N6CW0i
In today's competitive landscape, establishing a memorable and impactful brand is not just an option; it's a necessity. Your brand is more than just a logo or a catchy slogan; it's the essence of your business—the promise you make to your customers and the values you stand for. Crafting a strong brand requires strategic planning, creative expertise, and a deep understanding of your target audience. This is where a brand strategy agency can make all the difference.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
1. Brand Management Process
1. Identify and Establish Brand Positioning and Values
The firststepof the strategicbrand managementprocess starts with a clear and concise understanding
of what the brand is to represent and how it should be positioned with respect to competitors.
2. Brand Positioningisdefinedas“the act of designingthe company’sofferandimage so that it occupies a
distinct and valued place in the target consumer’s mind.” Philip Kotler
Brand planning uses the following three interlocking models
1. Brand positioningmodel:describeshow toguide integratedmarketingtomaximize competitive
advantages.
2. Brand resonance model:describeshow tocreate intense,activityloyaltyrelationshipswith
customers.
3. Brand value chain: meansto trace the value creationprocessforbrands,to betterunderstand
the financial impactof brandmarketingexpendituresandinvestments.
Key Concepts
Mental Map
A mental mapisa visual depictionorpoint-of-view perceptionof the variousassociationslinkedtothe
brand inthe consumer’smind.
Pointsof difference
It convincesconsumersaboutthe attributesorbenefitsthatconsumersstronglyassociate withabrand
and believe thattheycouldnotfindthe same ina competitor’sbrand.
Pointsof parity
A productoffering thatislargelysimilartothe offeringsof like competitors,leadingconsumersto
believethatbrandis“good enough”tobe includedinthe category.
Core Brand Associations
Subsetof associationsi.e.bothbenefitsandattributeswhichbestcharacterize the brand.
Brand Mantra
Brand mantra isa short, three tofive-wordphrase thatcapturesthe irrefutable essenceorspirit,of the
brand positioning.It’ssimilartothe brandessence orthe core brandpromise alsoknownasthe Brand
DNA.
Frame of reference
Identifyingthe targetmarketandthe nature of competition.
3. 2. Plan and Implement Brand Marketing Programs
Buildingbrandequityrequirescreatingabrandthat consumersare acceptable aware of and withwhich
theyhave favourable,strongandunique brandassociations.
Key Concepts
Mixingand matching of brand elements
Brand elements,alsoknownasbrandidentities,are those trademarkthatservestoidentifyand
differentiatethe brandfromitscompetitors.Differentbrandelementshereare brandnames,URLs,
logos,symbols,logos,images,packaging,slogans,etc.
Brand elementshelptofacilitatethe formationof strong,favourable,andunique brandassociations,
enhancingbrandawarenessandelicitpositive judgmentsandfeelingsaboutabrand.
Integrating brand marketing activities
Marketingprogram activitiesandproduct,price,distribution,andmarketingcommunicationstrategies
make the biggestcontributionsandcancreate strong,unique andfavourable brandassociationsina
varietyof ways.
LeveragingSecondary Associations
Marketertriesto associate a brandwithcertainsource factors suchas countries,characters,sportingor
cultural eventsinthe mindof the consumerandleveragingtheseassociationsforthe brandto improve
itsbrand equity.
Differentsource toleveragesecondarybrandassociationsbylinkingthe brandare:
1. Companies(throughbrandingstrategies)
2. Countries(throughthe identificationof productorigin)
3. Channelsof distribution(throughchannel strategy)
4. Otherbrands(throughco-branding)
5. Characters(throughlicensing)
6. Spokespersons(throughendorsements)
7. Events(throughsponsorship)
8. Otherthird-partysources(throughawardsorreviews)
3. Measure and Interpret Brand Performance
To understandthe effectsof brandmarketingprograms,itisimportanttomeasure andinterpretbrand
performance.
Key Concepts
Brand Audit
4. Brand Auditisa comprehensive examinationof the brandanduncoversitssourcesof equitytosuggest
waysto improve andleverage it.
Brand inventory(supply side):A currentcomprehensive profileof how all the productsand
servicessoldbya companyare brandedand marketed.
Brand exploratory(demandside):Providesdetailedinformationastohow consumersperceive
the brand.
Brand tracking studies
Collectinformationfromthe customeraboutbrandperformance onanumberof keydimensions
marketerscanidentifyinthe brandauditor othermeans.
Brand Value chain
A brandvalue chainis a structured approachto assessingthe sourcesand outcomesof brandequity
and the way marketingactivitiescreate brandvalue. It helpstobetterunderstandthe financial impacts
of brandmarketinginvestmentsandexpenditures.
Brand Equity MeasurementSystem
A Marketer’stoolsor setof researchproceduresdesignedtoprovide, accurate,actionable andtimely
informationtomake the bestpossibletactical decisionsinthe shortandlongrun.
Brand equitycharter:Itformalizesthe companyview of brandequityintoadocumentandprovides
general guidelinestomarketingmanagers withinthe companyaswell askeymarketingpartnersoutside
the company.
Brand equityreport:Assemblesthe resultsof the trackingsurveyandotherrelevantperformance
measures.
Brand equityresponsibilities: Seniormanagementmustbe assignedtooversee how brandequityis
treatedwithinthe organization.
4. Growing and Sustaining Brand Equity
The nextstepinvolvesgrowingandsustainingbrandequity.Maintainingandexpandingbrandequity
can be quite challenging.
Key Concepts
Definingthe brand Architecture
Capturesthe brandingrelationshipbetweenthe variousproducts/servicesofferedbythe firmusingthe
toolsof a brand-productmatrix,brandhierarchyandbrandportfolio.
5. Brand portfolioisthe setof differentbrandsthata particularfirmoffers forsale tobuyersina
particularcategory.
Brand hierarchydisplaysthe numberandnature of commonand distinctive brandcomponents
across the firm’ssetof brands.
Managing Brand Equity overtime
Marketer’sabilitytotake a long -termperspectiveas well asa short-termperspective of marketing
decisionsastheywill affectthe successof future marketingprograms.
ReinforcingBrands: Brand equityisreinforcedbymarketingactionsthatconsistentlyconveythe
meaningof the brandto consumersintermsof brandawarenessandbrandimage. Strategies:Regional
branding,Acquisition,expansion,innovationetc
RevitalizingBrands: Revitalizingabrandrequireseitherthatlostsourcesof brand equityare recaptured
or newsourcesof brand equityare identifiedandestablished. Strategies:New packaging,new
advertising, repositioningetc