This document discusses the concept of Brand Relationship Management (BRM) as a new approach to brand management focused on developing long-term relationships with customers. BRM involves gaining in-depth insights into customer preferences, segmenting customers based on these insights, developing value propositions tailored to each segment, and measuring the return on investment of the BRM strategy. Successful brands in the future will rethink their strategies and processes to enhance customer relationships, develop brand loyalty, and make their brand the preferred choice for customers.
Get Loyalty Smart - Sectors of Opportunityemmersons1
Brands are starting to rethink what loyalty means for their customers, and this week, we look at a the range of strategies that different sectors are adopting.
Brand Tracking - Taking The Pulse On Your BrandMichaela Mora
Branding has been around since the beginning of times as a means to differentiate products. Did you know that the term “brand” is derived from the old Norse word “brandr” which means “to burn” and used in the context of marking livestock to identify the owners. Branding in the marketing context occurs in the consumer minds and the “marks” not always come out as marketers intended, hence the need to implement brand tracking studies.
Questions addressed:
1. What brand metrics should be tracked?
2. How often should a brand be tracked?
3. Who should be included in a brand tracking study?
4. How to interpret brand tracking metrics?
Get Loyalty Smart - Sectors of Opportunityemmersons1
Brands are starting to rethink what loyalty means for their customers, and this week, we look at a the range of strategies that different sectors are adopting.
Brand Tracking - Taking The Pulse On Your BrandMichaela Mora
Branding has been around since the beginning of times as a means to differentiate products. Did you know that the term “brand” is derived from the old Norse word “brandr” which means “to burn” and used in the context of marking livestock to identify the owners. Branding in the marketing context occurs in the consumer minds and the “marks” not always come out as marketers intended, hence the need to implement brand tracking studies.
Questions addressed:
1. What brand metrics should be tracked?
2. How often should a brand be tracked?
3. Who should be included in a brand tracking study?
4. How to interpret brand tracking metrics?
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
9 Reasons why manufacturers should sell online and how to avoid channel conflictOlaf Jonsek
This 18 slides presentation provides insight why manufacturers should not rely only on distribution channels for sales. Read about 9 reasons why they should engage in direct-to-consumer E-Commerce and how to avoid channel conflict with existing sales channels.
Connect with me on Linkedin: www.linkedin.com/in/olafjonsek/
[Article] How is Experiential Marketing shaping Customer Interaction and the ...Biswadeep Ghosh Hazra
The article describes the impact of experiential marketing on product usage and branding. Experiential Marketing may be defined as a marketing strategy that aims to engage customers into participating in the primary brand experience. Experiential Marketing aims to directly involve customers into active co-creation rather than just being passive respondents. A glaring example of this would be Apple retail stores.
“Marketing is no longer about the stuff you make; but about the stories you tell.” -Seth Godin
Chap 5, designing marketing programme to build brand equityRajesh Kumar
In current time making marketing strategy is as important to put it on branding platform. This slides will give details view about marketing strategy for branding
Regards
Rajesh
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
9 Reasons why manufacturers should sell online and how to avoid channel conflictOlaf Jonsek
This 18 slides presentation provides insight why manufacturers should not rely only on distribution channels for sales. Read about 9 reasons why they should engage in direct-to-consumer E-Commerce and how to avoid channel conflict with existing sales channels.
Connect with me on Linkedin: www.linkedin.com/in/olafjonsek/
[Article] How is Experiential Marketing shaping Customer Interaction and the ...Biswadeep Ghosh Hazra
The article describes the impact of experiential marketing on product usage and branding. Experiential Marketing may be defined as a marketing strategy that aims to engage customers into participating in the primary brand experience. Experiential Marketing aims to directly involve customers into active co-creation rather than just being passive respondents. A glaring example of this would be Apple retail stores.
“Marketing is no longer about the stuff you make; but about the stories you tell.” -Seth Godin
Chap 5, designing marketing programme to build brand equityRajesh Kumar
In current time making marketing strategy is as important to put it on branding platform. This slides will give details view about marketing strategy for branding
Regards
Rajesh
Bridging the divide between brand and shopper marketingTNS
A new approach to mapping the shopper journey can drive more meaningful integration between brand and shopper marketing, and ensure brand equity translates into sales more effectively. We reveal the four principles that can connect your marketing strategy to what really drives buying decisions.
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
Note :If you are interested to buy a copy ,its available @ Pothi Books. Thank you for all the support and continued patronage
http://pothi.com/pothi/book/ebook-dinesh-chandrasekar-dc-everyday-cx-champion-0
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Hearty Welcome to Customer Champions & Master Minds
I believe "Successful CRM or Customer Experience (CX)” is about competing in the relationship dimension, not as an alternative to having a competitive product or reasonable price- but as a differentiator. If your competitors are doing the same thing you are (as they generally are), product and price won't give you a long-term, sustainable competitive advantage. But if you can get an edge based on how customers feel about your company, it's a much stickier sustainable relationship over the long haul.
This book is a compilation of my blog articles from dineshknowledgeplanet.blogspot.com .The reason to publish this as a book is to share the knowledge and experience derived from my 15+ years of service as a CRM/CX Professional. This is no way to say all the content is my own thoughts; in fact I reproduced the content from numerous research articles, blogs and CRM portals. The idea is to guide the young budding CX professionals and also to serve as reference guide to many organizations which are in need for the right direction when making their CX investment decisions.
The book covers a variety of topics on CRM, BI, MDM, Cloud, Predictive Analytics, Industry CX solutions and some great motivational articles. There is no sequence as such to read this book but you may choose to read what would benefit you in the respective career role.
Your Partner & Companion,
Dinesh Chandrasekar DC*
Estimation of a brand’s value and its contribution to business has always been considered the main challenge in measuring intangible assets. But what are those brands that make the highest contribution to business value? What brands achieve greater financial result? The stronger the brand, the higher the company’s stock price.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains statements made by Adolfo Fernández, Director for Customer Services at Millward Brown, Madrid; Javier Mancebo, Intelligence Director at Havas Sport & Entertainment; and José Carlos Villalvilla, General Director for Eco-Efficiency and Power Services at Iberdrola during a discussion titled New Measurement Frontiers: from Reputation to Customer Value organized by Anuncios magazine jointly with Conento and Millward Brown in Madrid, on October 18, 2012.
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White paper - Customer Experience TransformationPablo Junco
This white paper highlights the business value of customer experience as a differentiator and explores three critical enablers to guide organizations embarking on the transformation journey.
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.
Please send your resume to parimala.rekha@pactera.com & Dinesh.Chandrasekar@Pactera.com
Pactera is a global company offering consulting, digital, technology and operations services to the world’s leading enterprises. From our roots in engineering to the latest in digital transformation, we give customers a competitive edge. The Data Services team within Pactera is looking for a Senior SQL Architect who can drive the technology transformations with our clients
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
[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
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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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.
1. Brand Relationship Management (BRM) in the New Decade
Dears,
Brand Relationship Management is not simply a single idea or process. Rather, it is a completely new
approach to brand management that extends traditional revenue management into the realm of customercentric revenue management, and then across both product and customer lifecycles. The successful brands
of the Third Millennium must rethink their strategies and processes and ultimately enhance the value of
their relationships with customers.
In a fiercely competitive and dynamic global marketplace, brands more than ever are facing new challenges and
threats to their expansion and even survival. As markets become more and more commoditized, brand managers
struggle to create differentiated value for consumers and ultimately for shareholders. The penalty for failing to
create this differentiated value has been both harsh and immediate. In some markets, generic or distributor house
brands have captured an 80 percent share of sales volumes.
Rising Customer Expectations
Customer expectations have risen steadily over the last three decades. Customers continue to become more
sophisticated and more interested in innovative products and customized services. At the same time, they are
becoming more unpredictable in their tastes and needs. Customers continue to expect and demand more "value"
from brands. Without this perceived value, they are unwilling to pay a premium price. Customers who receive
exceptional service from one supplier (regardless of industry) will tend to be dissatisfied with lower levels of
service from other suppliers. Examples of brands that successfully deliver extra value and service include:
o
o
o
Dell, with individually specified computers delivered to customers in two days.
Toyota, with individually specified cars delivered to customers in 10 days.
Standard Life Bank, which guarantees mortgage acceptance within nine minutes.
Heightened competition has given customers tremendous freedom of choice — a freedom they have been
increasingly willing to exercise.
Brand Relationship Management Is the Next Evolution of Brand Management
Earlier decades of brand management focused on generating trial and high share of requirements (i.e., the product's
market share for a specific consumer). This concept was known as brand loyalty. If a brand had a high share of
requirements, then its brand equity was high. It is important to recognize that high share of requirements (often
mistaken for loyalty) is transient. If the sole focus of a brand is on high share of requirements, the brand is highly
vulnerable.
The relationship a brand develops with its customers clearly represents great value. Figure illustrates the effect
of the Brand Relationship Program on the perception, attitude and declared behavior of 4,000 consumers towards
their regular dairy brands. The survey has revealed that even consumers showing a high share of requirements
could enhance their already very positive perception of that brand through an effective brand relationship
program. Consider that 74 percent of consumers felt such a program represented a good means of gathering
objective and reliable information about the brand.
It is important to recognize that "real" loyalty is a more complex concept than share of requirements. Both
preference and attitudes must be factored in.
2. Not all customers of a brand are likely to develop a relationship with that brand. Research conducted by majors
across different product categories has shown that a certain level of affinity with a brand is required before a
customer may be willing to enter an intimate relationship with that specific brand. And the level of affinity a
consumer is likely to develop is highly correlated to category involvement and brand sensitivity.
Amazon.com is an example of a company that has increased its affinity with each customer by providing greater,
value-added services. Amazon introduced sophisticated information technology (i.e., collaborative filtering) to
expand its service offerings to include CDs, DVDs and other lower ticket consumer durables. The company is
now adding auction services and broadening its scope. Amazon understands that its relationship to the customer
is critical in developing its brand.
Brand Relationship Management: Linking the Brand and the Customer Together
The relationship between a customer and a brand is an exchange relationship. Consumers enter into a relationship
on the basis of expected equity and the desire to increase the predictability of exchange outcomes .The length and
strength of the customer relationship is a result of the relative value the customer perceives in the brand; in other
words, the implied utility associated with the product features, the tangible value of these features, and the
intangible value the consumer assigns to the brand name. The utility is a function of the capacity of the brand to
consistently deliver an experience in alignment with the customer's expected equity. Consequently, it reflects the
convergences of the customer's perceptions and expectations.
Brand Relationship Management's Journey
BRM is a journey, not a destination. It requires a long-term focus to create and manage a relationship with the
customer in which the joint exchange is profitable to both the customer and the firm. The steps to manage this
journey are outlined below:
Step 1: Actionable Insight
Provide in-depth actionable insight of customer preferences, behaviors and value drivers, and continuously
capture, maintain, and apply this insight across the entire customer relationship cycle.
o
o
Identify the key value drivers that contribute to brand preference.
Measure the utility that consumers attach to the brand.
Analyze the customer's buying patterns and identify the factors that influence brand switching
o
o
o
Analyze the way actual choices reflect consumer preferences and situational constraints.
Develop predictive scoring engines.
Develop for each customer a market response profile, measuring the propensity to respond to various
marketing stimuli (e.g., TV, direct mail).
Step 2: Actionable Segments
Group target customers into actionable segments based on profitability, usage characteristics, and/or common
needs.
Step 3: Value Propositions
Define offers and corresponding value propositions that meet the identified needs. Reconcile the value of the
customer to the value of the brand, and understand tradeoffs in revenue management versus customer relationship
management.
Step 4: Develop a Relationship
Develop a relationship with the customer. Create mechanisms that can generate positive interactions between the
3. customer and the firm. These mechanisms should strive for customer satisfaction, loyalty growth, consumer
demand increase and lifetime customer ownership.
Step 5: Measure the ROI
Measure the ROI of the implementation of a BRM strategy:
o
o
o
Define the economic framework.
Develop a spending allocation model based upon the Life Time Value of a customer.
Elaborate upon different investment scenarios (based on internal and external resources).
The successful brands of the Third Millennium are working hard to rethink their strategies and processes to
enhance the value of their relationships with their customers and, therefore, become the brand of preference.
These brands are striving to develop brand loyalty by targeting customers who:
o
o
o
Perceive the differentiating and discriminating added value of the brand.
Make their choices by preference.
Are ready to reward the brand for providing unique value to them by paying a premium and/or by
investing time in the relationship.
Some industries display incredible ingenuity to give their brands the definitive ownership of the relationship with
their customers. Consider domestic appliance brands that are developing on-line-controlled appliances a washing
machine's wash cycles can now be downloaded from the Internet and a digital cooker can receive instructions by
mobile phone. What does it mean for a food brand when the freezer has online links with supermarkets and
automatically places orders when food supplies run out? In the next few years, BRM will become a discipline
driving fundamental change at leading organizations. Developing a long-term relationship with customers is not
only a question of marketing, but it is also a question of vision, strategy, major process change and technology. It
is a question of business transformation that will be the key to stability in an increasingly dynamic market.
Relationship brands are working hard to understand smaller and smaller groups of customers in greater detail
and, with the help of technology, will soon make the "market of one" concept a reality.
Loving P&C
DC*