This document discusses developing, enhancing, and sustaining a brand in the market. It provides tips for brand development including discovering a company's brand identity, understanding target customers, and training employees to represent the brand. It also gives 11 tips for improving brand communication strategies such as being authentic, providing relevant content, and leveraging user-generated content. Finally, it outlines 10 steps for building customer loyalty and sustaining a brand long-term, which include analyzing weaknesses, listening to customers, using customer data, and providing excellent customer service.
Creating Brand Awareness at a trade show is highly important. This presentation explores the three levels of brand awareness and how to achieve those levels with your presence at a trade show.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
Creating Brand Awareness at a trade show is highly important. This presentation explores the three levels of brand awareness and how to achieve those levels with your presence at a trade show.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
Raising brand awareness and how to make the most of your communicationsIntelligentInk
Get some tangible tips for improving your organisation's profile and for creating engaging communications that will impress those who already support you, and attract those who you would like to support you - even if your budget is smaller than you would like!
Particularly great for not for profit organisations, this slideshow can benefit any business or organisation that need a helping hand when it comes to marketing, PR, and communications.
A short three part guide to developing a brand.
Part 1: Marketing Research & Defining your audience
Part 2: Developing your brand DNA and vision
Part 3: Brand name development
Do you know what makes a brand strong? And if you had to make yours stronger, would you know how to do it?
Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively or work out how to turn a struggling brand into a successful one.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
Raising brand awareness and how to make the most of your communicationsIntelligentInk
Get some tangible tips for improving your organisation's profile and for creating engaging communications that will impress those who already support you, and attract those who you would like to support you - even if your budget is smaller than you would like!
Particularly great for not for profit organisations, this slideshow can benefit any business or organisation that need a helping hand when it comes to marketing, PR, and communications.
A short three part guide to developing a brand.
Part 1: Marketing Research & Defining your audience
Part 2: Developing your brand DNA and vision
Part 3: Brand name development
Do you know what makes a brand strong? And if you had to make yours stronger, would you know how to do it?
Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively or work out how to turn a struggling brand into a successful one.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
3 KEY ELEMENTS TO MAKE A BRAND STRATEGY SUCCESSFULBrand Wand
A brand is the most treasured asset of an organization, which a company can not afford to lose because it is important to create a stronger brand.
Read More@ https://bit.ly/2V76wZg
Advertising Campaign Management Part 3Jennifer Sundstrom-F.docxSALU18
Advertising Campaign Management
Part 3
Jennifer Sundstrom-Fitzgerald
1
Learning Objectives
Analyze advertising campaign parameters
Identify how a creative brief facilitates effective advertising
Describe the implications of advertising management in the global arena
2
Advertising Campaign Parameters
Advertising goals
Media selection
Tagline
Consistency
Positioning
Campaign duration
Effective advertising campaigns require careful planning and attention to specific parameters including Advertising goals, media selection, tagline, consistency, positioning and campaign duration. We will review each parameter beginning with goals.
3
Advertising Goals
A primary goal of advertising is to build brand awareness among existing and new customers. The creative should inform and persuade them to make purchases and build brand loyalty.
4
Build brand awareness
Inform, persuade, support marketing efforts
Encourage purchase decisions
Building Brand Awareness
Successful brands possess two characteristics. Top-of-mind are brands a consumer mentions first when asked about brands in a particular product category – these are brands in our Evoked Set. Top choice is the brand within a product category that consumers prefer the most. So top choice requires top-of-mind. Brand equity, which is the level of brand strength perceived by consumers, leads to top-of-mind and top choice brands.
This is also applicable on the B2B side when business people are faced with modified rebuy situations. A common dilemma I had was for every Fox Graduation Ceremony, there are three per year, and the need for graduation program booklets. There was a printer who I always wanted to hire because I enjoyed working with them, they always had fair prices and delivered high-quality programs in a timely manner. However, due to non-profit regulations, I had to bid the job to at least three vendors. So my top-of-mind, first choice brand was always included but I had to add two other vendors as well. Tell story about Bill DeVece and misspelled student names and how wonderful he was in fixing these issues.
5
Brand image begins with awareness
Consumers recognize the brand
Brand equity leads to top-of-mind and top choice
B2B important in modified rebuy situations
Building Brand Awareness
Successful brands possess:
Top-of-mind
Top choice
The 10 Most Valuable Brands in the World per 2018 study
Coca Cola brand is a good example of a brand with these characteristics. Here is a recent list of a top 10 most valuable and recognized list of global brands. (click link)
6
Goal to Persuade
Dare to be Devoted Campaign
Every Kiss Begins with Kay Campaign
Another common goal of advertising is to persuade consumers that a particular brand is superior to others and should be their top choice. Both of these brands, owned by the same parent company (Signet), do extensive advertising, but only Kay Jewelers has successfully used the same slogan, “Every Kiss Begins w.
Corantor is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the corantor brand name, the like hood was that he would say yes. However, he might not have known what Corantor provides in the way of its total product range, and might have associated the brand name and company with traditional technology.
The "Let's Make Things Better" global brand campaign has raised the corantor profile, and provided it with a more focused and distinctive personality.
From your point of view, what did corantor do to build its strong Brand and be well known by every one?
Not every product is a Brand. And your company has a lot of products to sell. Tell a success story from inside your company about turning, building, re-launching a brand what are the steps that were used towards this brand, or launch a new brand in to the market. And mention from your point of view and with understanding of the branding cycle what is/are the thing(s) that your company were missing that made this brand failing in the market, and what was the problem, and how did your company do to re-brand or re-launch it and made it a successful brand and be able to compete successfully in the market.
The debate about which to brand first the company or its brands, from your point of view supported by examples which comes first and why.
Also, tell us about your company and its Brands.
What did your company do to brand itself and what did it do to brand its products, and what are the positive things and negative things for branding itself first and if branding its products first.
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
As marketing is becoming increasingly dependent on technology it is important that you are prepared to embrace the next wave of digital innovation. Brands that will emerge as leaders in the next wave will be the ones that bring together digital technologies and traditional marketing.
Brand recall is a subset of brand awareness that refers to how much of an impression your logo, messaging, and other branding materials may make on your customers' minds.
Today we are sharing the ten effective Brand Recall Strategies that you can apply to make your brand memorable-
1. Create Your Strong Brand Profile
2. Define the Purpose of Your Brand
3. Define Your Brand's Value Proposition
4. Create a Powerful Brand Story
5. Conduct a Brand Audit
6. Monitor Your Competitors
7. Humanize Your Brand
8. Identify and Eliminate Reputational Threats
9. Maintain Consistency in Your Brand Strategy
10. Interact with Target Audience
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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Set off and carry forward of losses and assessment of individuals.pptx
Brand management
1. THE BUSINESS SCHOOL
UNIVERSITY OF JAMMU
REPORT ON - “DEVELOPING, ENHANCING & SUSTAINING A
BRAND IN THE MARKET”
SUBMITTED BY:
RADHIKA GUPTA
ROLL NO – 32- Mba -14
2. DEVELOPING, ENHANCING & SUSTAINING A BRAND IN THE MARKET:
Abstract
The main contributions of this article : discovering and implementing your company's brand
identity, brand development model including awareness, attitude, image, preference and
satisfaction, how to enhance a brand in the market by giving 11 tips to help improve your brand's
communication strategy & how to sustain a brand in the market by focusing on what is in under
the control of the supplier, and mating that to the true needs of their customers
Keywords:
Brand, brand’s communication, customers
DEVELOPING A BRAND IN THE MARKET:
DISCOVERING AND IMPLEMENTING YOUR COMPANY'S BRAND IDENTITY:
Branding is not a difficult thing to do if you know who you are and how you want to be
perceived by others.
Know What Your Brand Means
The first step if you want to hit a single in building your brand is to actually know what your
brand equals or what you want it to equal. The adjectives and characteristics that make up your
brand should differentiate you from your competitors and provide a clear understanding of what
your business is not only capable of doing, but also what it is known for. It should also assist you
in how you positively move consumers to favor your products and services. These three swings
below will lead you to getting a Brand Single.
Three important things:
1. Understand the business niche you are in and how you differ from competitors.
2. Know your target audience to the core.
3. Fully grasp how your product and services hit the sweet spot of your audience’s needs.
Every small business believes it serves a need for a particular audience. The problem is knowing
if that potential customer base is large enough to build a business. To build a strong brand you
want to make sure you have a viable business that will lend itself to building that solid brand and
assist the business’s growth.
Make Your Employees Brand Ambassadors
To build your brand, make sure your employees know what the brand stands for and are true to
the brand in everything they do. Often the owner and management know what the brand equals,
3. but the people actually interacting with customers do not fully grasp the brand and its intent. . If
your business focuses on these three simple steps, that goal is very obtainable.
Three important things:
1. Fully capture what your brand equals in an easily digestible format.
2. Train your employees to embody the brand and what it equals.
3. Have systems and protocols in place to aid employees in keeping the core of the brand top of
mind.
The key is keeping your employees engaged, informed and empowered. Capture the brand so
they understand it and know what you want to convey.
Communicate Your Brand to the Public
This step takes knowing and living the brand as a company, as well as communicating what you
equal to others. Communicating your brand positioning is not just about the adjectives you
choose to support what the brand equals. It also involves the methods and manner in which you
are communicating the brand to the general public and, more importantly, to your target
consumers.
Three important things:
1. Devise the manner in which employees should interact with customers.
2. Put together a check and balance system to ensure employee-to-customer messaging stays on
brand.
3. Carefully consider the first and last impression you want to make when communicating the
brand with the public.
You have to not just know what the brand stands for but also how to properly communicate in
order to not cause brand confusion. Also make sure there is a set opening and exit when
communicating to punctuate the brand and its positioning so the first and last impressions are
always on brand.
Get Target Customers to Amplify Your Brand
Finally, when your target consumers understand the nuances of your brand and can distinguish
how your brand differs from the competition, you have absolutely hit a Brand Home Run. Brand
Home Runs are harder to achieve because you lose a bit of control of the message through its
4. interpretation by consumers; however, if you have solid techniques in place to keep the message
on-brand, straying from what the brand equals will be minimized.
Three important things:
1. Make sure all communications, individual or mass, are consistent and in line with brand
positioning.
2. Have one person/group review all outside messaging and any brand associations.
3. Reward loyal customers and fans with perks and special treatment to show your appreciation.
You should have a brand filter or a systematic questionnaire to ensure all communications and
associations are consistent with the brand. This filter needs to have questions that help you
determine whether or not your brand is being properly communicated and represented. . Also
remember, it’s always best when one person or group is in charge of determining the relevance
of the association, to keep the interpretation of the brand filter more consistent.
A Brand Development Model is a diagnostic tool that integrates many proven metrics into a
framework that guides strategy. Marketers need to consider six stages of development for a
brand, each equating to a different marketing priority, starting with creating basic awareness and
concluding with building customer loyalty.
The following identifies these stages, recommended metrics, and strategy implications for brand
management.
5. Stage 1: A Brand should be Recognizable
Half the battle in building trust is for buyers to recognize the brand, or say "Yah, I've heard of
them". The standard measure for this stage is aided awareness. A weakness in this stage implies
a need to get the name out, and can be addressed through advertising and publicity to boost name
recognition.
Stage 2: A Brand should be Memorable
Once a brand has recognition, the next logical step is to become salient or "top of mind", so that
buyers may consider it as part of their evoked set of purchase options.
Stage 3: A Brand should be Viewed with Favor
In addition to awareness, a brand should be viewed as meeting the needs of potential buyers and
be respected by influencers. This includes a basic trust of the brand as well as belief in its value
proposition.
Stage 4: A Brand should be Distinctive
When prospective buyers are ready to act, they will choose a brand that fulfills a promise they
desire, but this credibility is not sufficient alone to drive choice. The brand promise must be
distinctive and unique, or the brand identity will be vague and the brand will become
commoditized.
Stage 5: A Brand should be Preferred
Deep awareness and a clear and distinct value proposition should translate into preference among
prospective buyers. Many solid metrics can be used, but two key ones are preference from a set
of choices and a measure of behavioral intent qualified with a time frame or context (if you were
to buy one today...).
If preference is low even if consumers believe in a unique value proposition, the logical strategy
is to encourage trial in order to shift purchase inclinations. Many products and services involve
habitual buying patterns - for example, a traveler may like one hotel brand but routinely book a
competitor, so a special promotion may disrupt the pattern and change preference.
Stage 6: The Market should be Consuming the Brand and be Satisfied
It should be obvious that the best communications strategy can not overcome the fact that a
product is inferior or service is poor, while an excellent product may build its own momentum
through referrals.
The short term outcome of low satisfaction is that repeat purchasing will drop and the brand will
have detractors. The long term impact of satisfaction is that the reality of the product or service
will drive the perception. Thus, brand equity measurement is not complete without questions
6. about consumption, satisfaction, and willingness to recommend. If the brand suffers in this area,
don't blame the agency. Work needs to be done to improve product or service quality.
To sum it up, there are many facets to brand equity, including awareness, attitude, image,
preference and satisfaction. All of these areas need to be considered in order to craft the
appropriate marketing strategy for developing a brand. Some brands may merely need to raise
awareness of their name, others may need to work on building confidence, while still others may
need to work on differentiating themselves from competition.
ENHANCING A BRAND IN THE MARKET:
11 Tips to Help Improve Your Brand's Communication Strategy
As marketers, we strive to communicate with consumers in the ways that they prefer. In fact,
marketing is becoming increasingly consumer-driven. For example, with the rise of social media
marketing, brands can communicate directly with their customers to develop products that sell,
and consumers essentially become product “co-creators.” Today, 80% of online content is user-
generated, and content will increasingly come from a customer’s peers. Marketers need
advocates buzzing about their products as people increasingly receive information about brands
from their social connections.
Here are 11 key tips to help improve the way your brand communicates with consumers.
1) Be Authentic
People want authentic communication. Maintain an authentic tone when posting and interacting
with consumers – one that doesn’t seem forced.. Communicate directly with fans and followers
and be flexible and spontaneous. Instead of solely tracking and analyzing, you can spend time
planning and perfecting your brand voice.
2) Have a Conversation
Remember that voice and tone matter; they humanize your brand and let you take part in
conversations naturally. Take the time to have genuine, real-time dialogue with customers and
prospects to better position your brand in a world of evolving and increasingly niche markets.
Define and uphold a strong social media marketing voice and others will start doing your
marketing for you.
3) Create Buyer Personas
Creating buyer personas, or fictional, generalized characters that build a picture of your ideal and
largest markets, helps you better understand your core customer groups. In order to organize
your research, you can start by conducting interviews and surveys, then organize and format your
persona research, finalize specific buyer personas, and lastly, use your buyer personas for
segmentation, content mapping, and lead nurturing. When you truly know your ideal customer,
you will create more compelling content that they’ll respond positively to.
7. 4) Show Your Personality
Cultivate a voice that delights your customers.Delighted customers talk positively about your
brand, essentially driving new content creation. This content then reaches other customers and
prospects, delivering your message naturally. Put a face on your brand and let a real personality
shine through. Cater to your buyer personas and post the kind of content they enjoy. Let readers
know that your brand is professional, of course, but also fun and relatable. People often prefer a
connection over information.
5) Provide Relevant Content
Great content is only great as long as it resonates with your target audience. Take the time to
really understand your readers. Research their challenges and publish content that speaks directly
to them, where and when they prefer. In doing this, you’ll enhance your reach.
6) Be Helpful
Create a presence in social communities by helping people. Spend time crafting genuinely
helpful replies rather than just dropping links all over the place. Building those relationships will
carry your business forward at a rapid pace. It is critical that you are helping people rather than
focusing only on driving traffic and metrics.
7) Focus on Quality Engagement Over Quantity
Quality of the engagement with a message must be factored in – more so than the quantity of
engagements. Thoughtful comments and replies or posts that answer your audience’s common
questions give your brand an edge while building trust. And, speaking directly to your customers
gives you a much better idea of how to market to them than merely analyzing data. Traffic is
nice, but truly engaging with the reader means more. A glorified RSS feed is actually a waste of
time.
8) Be Open
Transparency and openness can be a huge asset as you are generating your social media
marketing voice. This type of marketing is unique. Few companies share the intimate details of
their journey, and doing so can help you stand out from your competition. Writing with openness
and transparency also helps you communicate with confidence; nothing is off the table to
discuss.
9) Post About Things Other Than Your Own Brand
Make sure your posts aren't all just about your company or industry – although those are
important, too. When you venture outside of your usual topics once in a while, it makes people
feel comfortable being themselves because you're being yourself, too. Share great posts by other
industry leaders and touch upon relevant news. It’s always beneficial to keep content interesting
so as not to lose people’s interest. Keep your audience coming back for more.
8. 10) Throw in Content for Pure Consumer Enjoyment
Post things that you think your audience would just plain enjoy sometimes, with no link to your
blog, lead-capture form, or transaction attached. This will make people more than like your posts
– they’ll look forward to them. This also enhances trust because readers will see that you aren’t
just on a mission to promote; you’re there to delight and serve your audience. If you come across
a funny YouTube video that would speak to your buyer personas, share it! Don’t be afraid to try
new things.
11) Leverage Consumer-Generated Content
IBM’s Global CEO Study found that 88% of CEOs said "getting closer to customers" was the
top priority for their business over the next five years. This can be done, largely, by leveraging
user-generated content. Brands should work to improve their products and messaging as
consumers continue to influence and take co-ownership of their favorite brands. Share
consumers’ content and tweak your offerings in order to give your audience exactly what they
like to see and experience.
With the rise of collaborative marketing, marketers must shift from marketing "at" consumers to
marketing "with" consumers. We have reached a point where companies that simply view social
as a mass communication channel for blasting out messages to a mass audience are penalized.
Barriers between companies and their consumers will continue to fall in this collaborative age.
SUSTAINING A BRAND IN THE MARKET:
By focusing on what is in under the control of the supplier, and mating that to the true needs of
their customers, brands can meaningfully improve customer loyalty in the marketplace.
10 critical steps for building long-term customers relationships and inspiring customer loyalty:
1. Analyze Weaknesses
Every brand works hard to please its customers. But that doesn't mean there isn't room for
improvement. Brands must make it a priority to diagnose and understand the causes for low
loyalty rates. Among common problems:
Lack of end-to-end ownership for the sales through product delivery experience
Revenue-managed variable pricing systems that leave consumers feeling that they did not
get the best price
Pricing models that punish consumers for even trivial use of services
2. Listen to the Customers
9. Identify key customer needs for product and communication.Brands must determine what
customers want to buy from them and how they want to hear about it, both prior to purchase and
during the consumption window.
3. Data, Data, and More Data
Data is the key for brands that are hoping to understand their customers. Brands must capture
and apply data about who their customers are and what they are doing, both within their
businesses and in the wider Internet ecosystem.
Brands must tailor their offers to customer interests and needs. And brands must be sure to
address in-market customers with content and pricing that is specific to the customer's need at
hand.
4. The Right Information at the Right Time
Integrate real-time, dated price and inventory technologies into the marketing channels. Indeed,
the marketer should be deeply suspicious of any retargeting or cross-sell process that is overly
reliant on batch processes, which tend to exacerbate the occurrence of customer-facing price
fluctuations that are inherent in a revenue-managed environment.
5. Keep the Customer in the Loop
Everyone knows that travel plans are subject to unexpected changes, but nobody likes surprises.
Travel brands must be prepared to keep the customer in the loop on any changes to their
itinerary. They must enable real-time data instrumentation that allows for communication to the
customer based on events as they occur.
6. Get With the Times
Brands must embrace emerging channels that customers are demanding: mobile-optimized
websites, mobile applications, social marketing channels (particularly Facebook and Twitter),
and display ad retargeting.
7. Tie-in Complimentary Services and Useful Information
When people travel, they often appreciate consolidating the booking of things like airport
shuttles, tours, or rental cars in one place. But they also appreciate recommendations on
compelling events, venues, restaurants, hikes, beaches, etc.
Brands must market to specific customer needs and interests during the "golden selling window"
from initial product search to the completion of the travel event.
8. Customer Service Is King
10. Recognize and support customer needs during the window. Even though the sale was made
weeks previously, the period approaching the actual consumption is the most important time to
the consumer. And that's when brands have the opportunity to impress the customer with
excellent service and customer support, including making amends with customers when things
don't go according to the plan.
9. Be Creative
The loyalty programs of many brands look alike. Many also require multiple purchases before
the customer receives any rewards.
Travel brands need to get creative to surprise and delight customers. Brands must do things such
as offering unexpected rewards and amenities, remembering customers' birthdays, and running
sweepstakes for free flights or accommodations.
10. Solicit Feedback
When the trip is complete, close the loop and follow up with the customer: "How did we do?" or
"Is there anything else we should have done or can do for you?" Such messages show interest in
the consumer that eclipses interest in the suppliers' bottom line.
CONCLUSION:
Branding is not a difficult thing to do if you know who you are and how you want to be
perceived by others. With the rise of collaborative marketing, marketers must shift from
marketing "at" consumers to marketing "with" consumers. By focusing on what is in under the
control of the supplier, and mating that to the true needs of their customers, brands can
meaningfully improve customer loyalty in the marketplace.
REFERENCES:
1)Charles Colby, (2010). A Brand Development Model: How to Define and Measure Brand
Equity
2) Lou Imbriano CEO, TrinityOne, Inc(2014). Branding 101: The Small-Business Guide to
Building a Killer Brand Identity
3)Meaghan Moraes (2015). 11 Tips to Help Improve Your Brand's Communication Strategy