Brand personality
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While brand personality was originally conceived as an analogy to human personality, different types of brands require differentiated approaches. Corporate brands with many employees have different personality considerations than product or service brands. Measuring brand personality only once per year risks missing market changes, but changing research methods makes results incomparable. The best approach is to keep existing research for a period while also adding new elements to incorporate market developments, gradually building a new model over multiple years.
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Companies that do this well also identify a desired brand identity and align their company culture to that identity.
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If your company culture is aligned and integrated with that identity, your employees are more likely to make decisions and take actions that deliver on your brand promise.
Brand types differ from brand archetypes, which classify brands according to classic storytelling character types such as the Hero, the Joker, and the Sage.
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Brand Audits – Designing Brand Tracking Studies – Brand Equity Management System – Financial Brand Equity – Brand Valuation Methods
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Regent University of Science & Technology held a meeting with Daniel Adjei to discuss brand guidelines, the creative brief, and measuring advertising effectiveness. The brand guide establishes elements like colors, fonts, tones and imagery to ensure consistency across communications. The creative brief provides key information to guide creative development, including objectives, target audience, brand positioning, and mandatory inclusions. Measuring effectiveness is important, and can be done through metrics like return on investment which evaluates cost against sales revenue from an campaign.
Power of branding
This document discusses the importance and power of branding, both for companies and individuals. It states that a brand is essentially just a name, and strong brands take their name seriously by building it up over decades through consistency. For small business owners and entrepreneurs, personal branding is important as it allows them to differentiate themselves and their business from competitors. Developing a strong personal brand involves packaging oneself to represent the brand's values and philosophy in a way that resonates with customers.
5 basic concept in marketing
Marketing is “a matching process based on goals and capabilities by which a producer provides a marketing mix that meets consumers needs within the limits of society”.
There are five competing concepts under which organizations can choose to conduct their marketing activities. These are the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.in this presentation you will get a detailed explanation on these concepts, or learn more in website at www.skyrocket.ezyro.com
12 a cb segmentation 2015
Market segmentation involves dividing the total market into distinct subgroups that have similar needs and will respond similarly to marketing efforts. There are five requirements for effective segmentation, including that the market must be heterogeneous, segments must be distinct and internally homogeneous, differences between segments should be large than within segments, segments must be profitable, and segments can be effectively targeted. Market segmentation can be done based on geographic, demographic, psychographic, and behavioral variables. For example, geographic segmentation divides the market based on location, while demographic segmentation considers factors like age, gender, and income. Psychographic segmentation examines personality and lifestyle characteristics.
Brands That Do: Building Behavior Brands
This document discusses the concept of "behavior brands" and how brands need to shift from simply communicating messages to taking meaningful actions that demonstrate their values. It provides examples of brands like I LOHAS water and Nestle that have become more engaging by focusing on behaviors that help consumers. The document also discusses how a new generation, referred to as "Gen B", values brands that act according to their stated purposes and priorities, not just talk about them. It advocates that brands develop "blueprints" focused on actions and behaviors to engage this new generation of consumers.
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Brand personality
- 1. BRAND PERSONALITIES AND CORPORATE BRANDS How human is a company?
- 2. ANALOGY IS FINE. ● Many marketeers has been lucky when in the late 90ties economics and psychology found a new link: human personality and its analogon brand personality ● Brands got understandable and – with some market research and following communication – steerable. =
- 3. AN ANALOGY IS AN ANALOGY. ● In analogy to the Big Five dimensions of humans (which are a simplification, too) brands are be dimensioned in same dimensions. ● What sort of brands? Corporate brands with hundreds of thousands of employees? Product brands at the gas station? Service marks at a counter?
- 4. „BRAND“ IS JUST A NOUN FOR SEVERAL SORTS OF MARKS. ● Personality of a trade mark is totally different from personality of a corporate brand. ● A retail brand faces totally different target groups than a small btob brand. ● An automotive brand needs different assets than a pharmacy brand. ● We all know and understand these differences. ● Brand managers and marketeers know that but they keep loving the analogy of one brand personality.
- 5. BRANDS HAS TO BE DIFFERENTIATED. Sincerity Excitement Competence Innovation Serviceorient ation Awareness Global Corporate Brand Global BtoB-Brand
- 6. ANALYSIS FIRST ● Most companies use to measure their brand personality once a year. That´s fine and well done. ● To keep the right methodology (comparability) the research contents and methods must be the same as at initial measurement. ● The problem: Target group behavior and markets change. ● These changes could make the difference if competitors react.
- 7. SOLUTION ● There isn‘t any solution which is correct in a scientific sense if there is no change in amount of research. ● If contents or methods are changed results are not comparable. ● If they same contents are kept over the years new aspects and market changes can‘t get in mind. ● Luenstroth go for the future oriented way: Keep the existing contents and methods for a period of time and add new elements. ● Find the inner relations between results of existing market research and the modified ones. Build the new model. Year by year.
- 8. THANK YOU FOR VISITING.