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?
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
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.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
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.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
How to Do A Competitive Analysis for Digital Marketing – Pro Guide.pdfNadir Khan
In digital marketing, if you are ready to launch your marketing campaigns in the vast digital universe but no comprehensive competitive analysis is done, then success is not possible. Competitive analysis is like your personal spy mission, gathering intelligence about your competitors and discovering their strengths, weaknesses, and everything in between.
Here, we will explore the step-by-step process of conducting a competitive analysis for digital marketing. You’ll learn the tools, strategies, and insider information to gain a competitive edge in online marketing.
What Is Competitive Analysis?
Competitive analysis is like putting on your detective hat and delving into the world of your business rivals. It’s all about gathering valuable intel on what your competitors are up to, understanding their strategies, and uncovering their strengths and weaknesses. By examining their products or services, target audience, marketing tactics, pricing, and overall business performance, you gain a deeper understanding of the competitive landscape in your industry. This knowledge empowers you to make informed decisions and develop effective strategies that will give you a fighting chance in the market.
When you conduct a competitive analysis, you gain a bird’s-eye view of your industry. It’s like having a secret map revealing trends, opportunities, and pitfalls. With this knowledge, you can make smart choices about product development, marketing campaigns, and overall business growth.
By analyzing your competitors, you uncover their strengths and weaknesses. It’s like peering through a magnifying glass and discovering their secret sauce. This insight allows you to capitalize on their weaknesses and carve out your unique position in the market. You can fine-tune your value proposition and communicate it effectively to your target audience, setting yourself apart from the pack.
Competitive analysis lets you gauge your performance compared to your rivals. It’s like running a race and checking your progress. By comparing metrics such as market share, sales growth, customer satisfaction, and brand reputation, you can identify areas where you shine and areas that need a bit of polish. Armed with this information, you can set realistic goals and develop strategies that will leave your competitors eating your dust.
When you keep a watchful eye on your competitors, you become a savvy opportunist. You can spot potential gold mines and lurking dangers in the market. If a competitor branches into a new segment or launches an innovative product, that could be your cue to jump on a similar opportunity. Conversely, if a rival is gaining ground or implementing a new marketing strategy, it’s a red flag that you need to address to keep your business safe.
Conducting a comprehensive competitive analysis for digital marketing is a valuable practice for any business aiming to succeed in the online landscape.
The New Commerce Conference: The Omni-channel ImperativeCatalyst
Presentation:
The Age of Omni-Commerce & What It Means for Marketing Strategies
Welcome to the age of omni-commerce. From Google to Amazon, and from Instagram to Instacart, commerce is happening all around us. It is ubiquitous and omni-present. What does this mean for brands?
It means that omni-channel strategies are more critical than ever. Join this presentation as we size up the omni-channel opportunity and share tips for planning and activating an effective omni-channel program.
You’ll discover how to capitalize on commerce opportunities across search, social, retail media, and emerging programmatic channels like connected TV, audio, digital out-of-home, and more.
Panel:
Less Silos, More Symbiosis: Omni-Channel Strategies to Drive In-Store & Ecomm Sales
Many marketers take separate and siloed approaches to in-store and ecommerce marketing. It’s time to rethink this approach. As the digital ecosystem continues to drive purchase behavior across in-store and ecommerce, brands must identify and capitalize on synergies across online and in-store.
Join our panel discussion to learn how to get started. You’ll hear from commerce experts as they discuss their omni-channel journeys and share how they’ve broken down silos to drive better performance both online and in-store.
Learn why your in-store experience is your secret weapon for competing with/beating online retail. How do you continually surprise and delight your customers and still leave them anticipating more? Learn how every touchpoint – before, during, and after the purchase – impacts your customers’ perception of your business, and how to connect your brand’s online personality with your in-store experience.
Social Media Strategy For a Bicycle DealerArun Chandra
This is a social media strategy, I had created for a Bicycle wholesale dealer 'Sangam International' to increase brand awareness and increase sales proceeds.
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Le ricerche e le analisi di mercato per un’azienda sono essenziali. Capire le necessità e le volontà del proprio target di mercato e monitorare i propri competitor può fare la differenza tra il successo e il fallimento.
How to Conduct Comp Shop for Black FridayJoan Braatz
A merchant's guide to spending time in competitors to assess promotional strategies for Black Friday. Leverage consistent comp shop best practices to highlight disruptive signing, traffic driving discounts, and limited edition free standing product displays. Utilize all findings as foundational assortment planning for Black Friday next year.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
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
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.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
[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
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.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
2. www.relevantinsights.com
1. What is brand and brand equity?
2. What brand metrics should be
tracked?
3. How often should a brand be
tracked?
4. Who should be included in a brand
tracking study?
5. How to interpret brand tracking
metrics?
AgendaAgenda
2www.relevantinsights.com
3. www.relevantinsights.com
“a name, term, sign, symbol or design, or combination of
them intended to identify the goods and services of one
seller or group of sellers and differentiate them from those of
the competition”
What Is A Brand?What Is A Brand?
American Marketing Association
3
Where do brands exist?
4. www.relevantinsights.com
What Is Brand Equity?What Is Brand Equity?
Source: Kevin L. Keller “Strategic Brand Management”
Customer-Based Brand Equity
Customer response
Differential effect
Brand knowledge
4
5. www.relevantinsights.com
Brand Research MethodsBrand Research Methods
Brand Tracking, Comparative methods for brands and
marketing activities, trade-off analysis (conjoint)
Projective techniques, Story-telling, Role playing, Focus
groups, Ethnography, Online qualitative techniques, etc.
Quantitative Research
5
Qualitative Research
Sentiment monitoring, Content Analysis, Trends
Social Media Research (Can be qualitative or
quantitative)
6. www.relevantinsights.com
Why Brand Tracking?Why Brand Tracking?
Monitor the health of the brand to allow for
proper adjustments.
Provide information to facilitate marketers’
day-to-day decision making
Provide insights into the effects of many
marketing actions on brand equity
6
7. www.relevantinsights.com
What To Track?What To Track?
7
Recall Brands purchased
Favorability
Brand Experience
& Usage
Brand Awareness Brand Image
Customer satisfaction &
loyalty
Brand Change likelihood
Future purchase intent
Total spending
Purchase frequency
and amount
Recognition
Brand Attributes
Brand Benefits
Uniqueness
Strength
Brand Attitudes
8. www.relevantinsights.com 8
What To Track?What To Track?
Brand Recall
Depends on strength and
organization of memories
and their accessibility
Brand Recognition
Depends on content of
memories
What retailer brands come to mind when you think of
clothing?
When you think of retailers where you can buy jeans,
which brands come to mind?
Which of the following retailer brands sell sport wear?
How familiar are you with the following retailer brands
of sport wear? Scale from “Never heard of” to “I have
purchased sport wear at this retailer”
Brand Awareness
9. www.relevantinsights.com 9
Customer
Service
Product
Advertising
Store
experience
Website
experience
PricePromotions
Brands purchased
Purchase frequency
Brand Change
likelihood
Total spending
Customer
Behavior
Purchase amount
Customer
satisfaction
Future purchase
intent
Product Performance
Customer Service
Shopping experience
Price as a barrier
Brand loyalty
Brand Experience & Usage
What To Track?What To Track?
Experience with
competing
brands
Own and Competing Brands
Social
media/
WOM
11. www.relevantinsights.com 11
How Often To Track?How Often To Track?
Continuous Tracking
“Smooth Out” the short-term
effect of unusual marketing
activities
Can be analyzed with other
continuous data (sales,
advertising spending, market
share, etc.)
More expensive
Better for monitoring
competitive landscape without
influence of media schedule
Pulse Tracking
Could be biased if a negative
or positive marketing event
occurs close in time to a wave
of interviews
Data gaps between
measurement waves
Can provide precise
before-after
measurements of specific
media events
Less expensive
12. www.relevantinsights.com 12
How Often To Track?How Often To Track?
Criteria To Consider
Stability of brand associations
Frequency of product purchase
Marketing activity in the product category
Level of competition in product category
Marketing activity plan for the brand
14. www.relevantinsights.com 14
How To Interpret?How To Interpret?
Brand Recall
Brand Awareness
When Is The Purchase Decision Made?
Brand Recognition
15. www.relevantinsights.com 15
Among flavored
alcoholic beverages
Among flavored
alcoholic beverages
for a party with
friends?
Recall
Recall
Factors Affecting Recall
Interference of other product
information
Time since last exposure
The number and type of
external retrieval cues
Recall = Strength Indicator
Brand Awareness
How To Interpret?How To Interpret?
17. www.relevantinsights.com 17
How To Interpret?How To Interpret?
Brand
Experience &
Usage
Brand Image
Rejecter
Devoted &
Engaged
Satisfied but
Indifferent
Ambivalent
18. www.relevantinsights.com 18
Assess
How To Interpret?How To Interpret?
Are the metrics reflecting the underlying sources
of brand equity or are they not sensitive enough?
What are the appropriate cutoffs?
Correlate
Which are the sources of brand equity?
Which sources are the value drivers for a brand?
Which marketing activities are most effective?