Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani
•Download as PPTX, PDF•
5 likes•21,264 views
While owning a trademark protects a brand name, it does not guarantee exclusivity of use of that name. Many companies own similar brand names, called "brand twins", even if they operate in different product categories. This can cause confusion for consumers and difficulties for companies in positioning themselves. Examples given include Domino's Pizza and Domino Sugar, Amul dairy and Amul Macho clothing, Apple electronics and Apple Records, and Finlandia vodka and Finlandia cheese. When similar brand names exist for different products and companies, it creates ambiguity for customers and can negatively impact brand loyalty, recall, and identification. It may also make it harder for companies to gain or maintain their market share.
Report
Share
Report
Share
Recommended
Brand Personality
Brand personality is defined as the set of human characteristics associated with a brand. Examples show that brands can have traits like safety and reliability (Volvo), being athletic (Nike), or dependable and authentic (Levi's). Products and brands are also associated with gender personas, like coffee and toothpaste being seen as masculine and soap and shampoo being seen as feminine. Colors can also influence brand personality traits, with different colors like blue, yellow, and red being linked to traits like respect, warmth, and excitement.
Ponds Age Miracle - Advertising Strategy
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
This document discusses how brands can leverage secondary brand associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Leveraging these secondary associations can increase brand awareness and transfer positive attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting reviews from third-party sources. The benefits and challenges of each tactic are also reviewed.
Product brand matrix
This document discusses branding strategies and the brand-product matrix. It explains that the brand-product matrix and brand hierarchy help define relationships between brands and products to formulate branding strategies. The matrix maps brands against product lines to determine how brand elements are applied. This clarifies brand awareness, improves consumer understanding of similarities and differences, and motivates brand image to maximize equity transfer between brands and products. The document provides an example matrix and discusses brand extension and portfolio strategies to maximize market coverage while minimizing brand overlap.
Integrated marketing communication campaign
This document discusses integrated marketing communication campaigns and current trends in marketing. It provides an overview of how integrated marketing offers a holistic approach, increases impact for each dollar spent by creating experiences for users, and allows more control over how consumers engage with the brand across channels. Key trends that brands are capitalizing on include using mobile and social media, geo-location data, group buying, and barcode scanning. An example is provided of how Starbucks uses various social media platforms as part of its integrated marketing plan to engage customers. The conclusion emphasizes setting clear goals, consistency of messaging, and using technology to communicate internally and with customers.
Pestle analysis
This document provides a PESTLE analysis for McDonald's and Coca-Cola. For McDonald's, it analyzes the political, economic, socio-cultural, technological, environmental, and legal factors affecting the company. It finds that McDonald's should establish good relationships with governments, conduct market research, understand local cultures, and comply with regulations. For Coca-Cola, it discusses the company's mission, history, and macroenvironment. The PESTLE analysis examines the political regulations Coca-Cola faces and how changes in laws and business environment could impact the company's results.
Coca cola brand audit
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
Servicescape
This document discusses the impact of physical evidence and servicescapes on customer perceptions. It defines servicescapes as the environment where a service is delivered and customers interact with employees. Servicescapes can include facility exteriors and interiors, signage, equipment, and other tangible elements. The document explores how servicescape design influences customer and employee behaviors and different types of servicescapes for various services. Physical evidence and ambient conditions like temperature, lighting, and music can communicate a firm's image and affect customer moods and evaluations.
Recommended
Brand Personality
Brand personality is defined as the set of human characteristics associated with a brand. Examples show that brands can have traits like safety and reliability (Volvo), being athletic (Nike), or dependable and authentic (Levi's). Products and brands are also associated with gender personas, like coffee and toothpaste being seen as masculine and soap and shampoo being seen as feminine. Colors can also influence brand personality traits, with different colors like blue, yellow, and red being linked to traits like respect, warmth, and excitement.
Ponds Age Miracle - Advertising Strategy
The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
This document discusses how brands can leverage secondary brand associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Leveraging these secondary associations can increase brand awareness and transfer positive attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting reviews from third-party sources. The benefits and challenges of each tactic are also reviewed.
Product brand matrix
This document discusses branding strategies and the brand-product matrix. It explains that the brand-product matrix and brand hierarchy help define relationships between brands and products to formulate branding strategies. The matrix maps brands against product lines to determine how brand elements are applied. This clarifies brand awareness, improves consumer understanding of similarities and differences, and motivates brand image to maximize equity transfer between brands and products. The document provides an example matrix and discusses brand extension and portfolio strategies to maximize market coverage while minimizing brand overlap.
Integrated marketing communication campaign
This document discusses integrated marketing communication campaigns and current trends in marketing. It provides an overview of how integrated marketing offers a holistic approach, increases impact for each dollar spent by creating experiences for users, and allows more control over how consumers engage with the brand across channels. Key trends that brands are capitalizing on include using mobile and social media, geo-location data, group buying, and barcode scanning. An example is provided of how Starbucks uses various social media platforms as part of its integrated marketing plan to engage customers. The conclusion emphasizes setting clear goals, consistency of messaging, and using technology to communicate internally and with customers.
Pestle analysis
This document provides a PESTLE analysis for McDonald's and Coca-Cola. For McDonald's, it analyzes the political, economic, socio-cultural, technological, environmental, and legal factors affecting the company. It finds that McDonald's should establish good relationships with governments, conduct market research, understand local cultures, and comply with regulations. For Coca-Cola, it discusses the company's mission, history, and macroenvironment. The PESTLE analysis examines the political regulations Coca-Cola faces and how changes in laws and business environment could impact the company's results.
Coca cola brand audit
The document provides a brand audit report for Coca-Cola from 2012. The report includes:
1) An inventory of Coca-Cola's brand elements, market segmentation strategies, supported marketing programs, points of difference/parity, brand mantra, portfolio, and organizational culture.
2) An exploratory analysis of Coca-Cola's brand attributes, brand knowledge, associations, promise, pricing, promotion strategies, social CRM strategy, and competitor (Pepsi) analysis.
3) A Customer-Based Brand Equity (CBBE) pyramid for Coca-Cola analyzing brand awareness, image, attributes, consumer judgments/feelings, and brand resonance.
Servicescape
This document discusses the impact of physical evidence and servicescapes on customer perceptions. It defines servicescapes as the environment where a service is delivered and customers interact with employees. Servicescapes can include facility exteriors and interiors, signage, equipment, and other tangible elements. The document explores how servicescape design influences customer and employee behaviors and different types of servicescapes for various services. Physical evidence and ambient conditions like temperature, lighting, and music can communicate a firm's image and affect customer moods and evaluations.
HUL- (Kan khajura-tesan IMC Campaign)
Hindustan Unilever Ltd. launched a unique mobile radio channel called Kan Khajura Tesan (KKT) to reach rural customers in Bihar and Jharkhand who had limited access to traditional media. KKT allowed customers to access free entertainment like jokes, music and ads by giving a missed call. Within six months, the channel gained over 8 million subscribers at very low costs. The campaign was highly effective in boosting brand awareness and resulted in significant returns on investment for HUL's rural marketing strategy.
7 P's of marketing (Coca cola)
The document discusses the 7 P's of marketing for Coca-Cola. It summarizes that Coca-Cola is the world's most recognized brand and sells over 1.6 billion servings per day in over 200 countries. It describes Coca-Cola's wide product portfolio, its direct and indirect distribution channels, its focus on quality employees through financial and non-financial incentives, its seasonal pricing strategies, and its promotion activities including displays, sponsorships, and schemes.
Customer Based Brand Equity
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
Positioning Services in Competitive Markets
This document discusses positioning services in competitive markets. It emphasizes that effective positioning requires differentiating products, understanding customer preferences, and having a clear positioning strategy. Firms can focus their positioning strategy by targeting specific market segments, services, or both. Developing the right positioning strategy involves analyzing markets, competitors, and a firm's own resources to identify how to uniquely meet customer needs. Positioning maps are useful tools to visualize competitive positions and help firms evaluate strategic options.
Spotify vs Apple Music: a strategic fight for the music streaming industry
Spotify and Apple Music company reports and strategic analysis over their battle for the music streaming industry
Deepak r gorad brand positioning of lakme
This document proposes an innovative approach to increase the brand value of Lakme products by launching Lakme Next salons. Lakme Next salons would target lower-income customers through affordable services. The strategy involves initially operating company-owned outlets and later expanding through franchises to increase reach. Market research shows potential for growth in beauty and wellness segments in India. Lakme's brand image could be leveraged by offering trendy services and expanding to tier 2/3 cities through a phased approach combining owned and franchised salons.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
Coffee wars : CCD taking on the global brands
This document discusses the coffee shop market in India and provides a comparison between Café Coffee Day (CCD) and Starbucks. Some key points:
- CCD is the current market leader in India with over 1,500 stores across the country, while Starbucks only has around 75 stores and has struggled with expansion.
- CCD targets young professionals and students and has lower prices than Starbucks, allowing it to reach more markets. Starbucks targets upper middle class customers.
- Both companies are analyzed based on their marketing mix (7Ps/8Ps) strategies and supply chains. Challenges facing each company are also discussed, such as employee retention for CCD and high real estate costs for Starbucks.
-
Starbucks it's bigger than coffee
Starbucks began in 1971 in Seattle, Washington and has grown to become the largest coffeehouse company in the world with over 19,000 stores globally. The document discusses Starbucks' emphasis on high quality coffee beans and drinks, extensive employee training programs, and friendly customer service culture. It also examines Starbucks' brand positioning in targeting discerning coffee drinkers seeking a premium coffee experience and explores some of the opportunities and challenges for Starbucks expanding into the Indian market.
Brand Image
Brand image is the perception of a brand held by customers, formed from all brand communications and representing what the brand stands for. Brand image can be strengthened through advertising, packaging, and other promotional tools. Improving brand image may involve repositioning the brand to better align with its core values, changing brand elements like names and logos, entering new markets, adjusting the brand portfolio, and using migration strategies for new products and services like acquiring new customers through marketing campaigns and brand extensions.
Starbucks persona profile
Taylor is a college student who enjoys cheerleading and playing guitar. She wants to maintain a high GPA while having a social life. Starbucks can help by providing a relaxing study space with energizing drinks and promoting seasonal drinks. Heather is a stay-at-home soccer mom with three kids who loves spending time with her family. She wants to raise her kids and send them to college while making her husband happy. Starbucks can help by committing to sustainability and offering snacks and brewing systems for home. Sandra is a corporate worker who uses social media heavily for her PR job. She wants happy clients while keeping meetings engaging. Starbucks can help with a mobile app to avoid lines and serve snacks and coffee at meetings.
Mc donald's imc case study
McDonald's is one of the world's most well-known fast food brands. It uses an integrated marketing communications approach including advertising, sales promotions, public relations, and direct marketing. McDonald's promotes brand awareness and positive associations through campaigns like "You deserve a break today" and "I'm Lovin' it". It also uses contests on social media to engage youth. McDonald's franchise model and supply chain help ensure consistent quality and taste globally while allowing for local menu customization based on customer preferences. The brand focuses on delivering sales in the short-term while protecting its long-term reputation through menu innovations and appealing to different target segments like children, youth, and families.
Chapter 8
The document discusses various aspects of developing an effective creative strategy for advertising. It states that one of the most important components of an integrated marketing communications program is the advertising message. It also discusses the importance of creativity in advertising and defines what creativity means in an advertising context. The document outlines the creative process, including preparation, incubation, illumination, and verification stages. It also discusses inputs to the creative process like background research qualitative research methods. Overall, the summary emphasizes that an effective creative strategy is key to determining the success of advertising for a product or service.
Star bucks service marketing
Starbucks is the largest coffeehouse company in the world with over 20,000 stores globally. It positions itself as an upscale brand selling coffee and a "rich experience". Starbucks focuses on its 7Ps - product, place, price, promotion, people, physical evidence, and process. It aims to provide a clean, friendly environment and legendary customer service. However, there is sometimes a gap between customer expectations of speed and Starbucks' actual delivery times. Starbucks works to bridge this gap and maintain its leadership in the coffee industry through strategies like new products, customer connections, and uncompromising quality.
Low involvement purchase and brand personality
Sprite was introduced in the United States in 1961 by Coca Cola in response to the popularity of 7UP. In the 1990s, Sprite became one of the fastest growing carbonated soft drinks in the US and worldwide. From 1994 to 1998, Sprite experienced global double-digit growth coinciding with the launch of its "Obey Your Thirst" advertising campaign, which aimed to appeal directly to teenagers. Sprite's success is attributed to its lemon-lime taste, bright green packaging, and unconventional advertising campaigns positioning it as a youth brand representing honesty and a straightforward attitude.
STP of L'oreal india
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET
The document discusses various qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative techniques like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative awareness, image, brand responses, and brand relationships are also covered. Comprehensive models for measuring customer-based brand equity are outlined, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV) which uses five pillars to assess brand health.
Chapter 2 (customer based brand equity)
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
Presentation on Pepsi
- Pepsi was introduced in India in 1965 through a merger and has since expanded its product portfolio beyond its namesake beverage.
- It faces main competition from Coca-Cola, which has the largest market share in India and worldwide through strong branding, advertising, and exclusive retail partnerships.
- Pepsi targets teenagers and young adults with its "Fun for You" brand positioning and markets through mass advertising campaigns and sports sponsorships while distributing through a large network of distributors and retailers.
Brand Identity
Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
Types of brand
This document discusses branding and brand valuation. It defines what brands are, their importance for differentiation and customer loyalty. Strong brands have high brand equity and positive brand image. The document also discusses types of brands like manufacturers' brands and private labels. It notes Coca-Cola as the most valuable brand according to Interbrand's valuation methodology, which discounts projected brand earnings based on risk factors to determine net present brand value.
Strategic implications of branding
This document discusses strategic implications of branding. Some key points:
1. Branding transforms a product category by endowing products with separate identities and advantages through attributes, benefits, and ideals represented.
2. Brands become credible through persistence and repetition of their value propositions, forming an unwritten contract with customers who expect satisfaction in return for loyalty.
3. Each brand needs a flagship product to avoid overlap with competitors and prevent brands from becoming caricatures of themselves by selling the same products.
More Related Content
What's hot
HUL- (Kan khajura-tesan IMC Campaign)
Hindustan Unilever Ltd. launched a unique mobile radio channel called Kan Khajura Tesan (KKT) to reach rural customers in Bihar and Jharkhand who had limited access to traditional media. KKT allowed customers to access free entertainment like jokes, music and ads by giving a missed call. Within six months, the channel gained over 8 million subscribers at very low costs. The campaign was highly effective in boosting brand awareness and resulted in significant returns on investment for HUL's rural marketing strategy.
7 P's of marketing (Coca cola)
The document discusses the 7 P's of marketing for Coca-Cola. It summarizes that Coca-Cola is the world's most recognized brand and sells over 1.6 billion servings per day in over 200 countries. It describes Coca-Cola's wide product portfolio, its direct and indirect distribution channels, its focus on quality employees through financial and non-financial incentives, its seasonal pricing strategies, and its promotion activities including displays, sponsorships, and schemes.
Customer Based Brand Equity
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
Positioning Services in Competitive Markets
This document discusses positioning services in competitive markets. It emphasizes that effective positioning requires differentiating products, understanding customer preferences, and having a clear positioning strategy. Firms can focus their positioning strategy by targeting specific market segments, services, or both. Developing the right positioning strategy involves analyzing markets, competitors, and a firm's own resources to identify how to uniquely meet customer needs. Positioning maps are useful tools to visualize competitive positions and help firms evaluate strategic options.
Spotify vs Apple Music: a strategic fight for the music streaming industry
Spotify and Apple Music company reports and strategic analysis over their battle for the music streaming industry
Deepak r gorad brand positioning of lakme
This document proposes an innovative approach to increase the brand value of Lakme products by launching Lakme Next salons. Lakme Next salons would target lower-income customers through affordable services. The strategy involves initially operating company-owned outlets and later expanding through franchises to increase reach. Market research shows potential for growth in beauty and wellness segments in India. Lakme's brand image could be leveraged by offering trendy services and expanding to tier 2/3 cities through a phased approach combining owned and franchised salons.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
Coffee wars : CCD taking on the global brands
This document discusses the coffee shop market in India and provides a comparison between Café Coffee Day (CCD) and Starbucks. Some key points:
- CCD is the current market leader in India with over 1,500 stores across the country, while Starbucks only has around 75 stores and has struggled with expansion.
- CCD targets young professionals and students and has lower prices than Starbucks, allowing it to reach more markets. Starbucks targets upper middle class customers.
- Both companies are analyzed based on their marketing mix (7Ps/8Ps) strategies and supply chains. Challenges facing each company are also discussed, such as employee retention for CCD and high real estate costs for Starbucks.
-
Starbucks it's bigger than coffee
Starbucks began in 1971 in Seattle, Washington and has grown to become the largest coffeehouse company in the world with over 19,000 stores globally. The document discusses Starbucks' emphasis on high quality coffee beans and drinks, extensive employee training programs, and friendly customer service culture. It also examines Starbucks' brand positioning in targeting discerning coffee drinkers seeking a premium coffee experience and explores some of the opportunities and challenges for Starbucks expanding into the Indian market.
Brand Image
Brand image is the perception of a brand held by customers, formed from all brand communications and representing what the brand stands for. Brand image can be strengthened through advertising, packaging, and other promotional tools. Improving brand image may involve repositioning the brand to better align with its core values, changing brand elements like names and logos, entering new markets, adjusting the brand portfolio, and using migration strategies for new products and services like acquiring new customers through marketing campaigns and brand extensions.
Starbucks persona profile
Taylor is a college student who enjoys cheerleading and playing guitar. She wants to maintain a high GPA while having a social life. Starbucks can help by providing a relaxing study space with energizing drinks and promoting seasonal drinks. Heather is a stay-at-home soccer mom with three kids who loves spending time with her family. She wants to raise her kids and send them to college while making her husband happy. Starbucks can help by committing to sustainability and offering snacks and brewing systems for home. Sandra is a corporate worker who uses social media heavily for her PR job. She wants happy clients while keeping meetings engaging. Starbucks can help with a mobile app to avoid lines and serve snacks and coffee at meetings.
Mc donald's imc case study
McDonald's is one of the world's most well-known fast food brands. It uses an integrated marketing communications approach including advertising, sales promotions, public relations, and direct marketing. McDonald's promotes brand awareness and positive associations through campaigns like "You deserve a break today" and "I'm Lovin' it". It also uses contests on social media to engage youth. McDonald's franchise model and supply chain help ensure consistent quality and taste globally while allowing for local menu customization based on customer preferences. The brand focuses on delivering sales in the short-term while protecting its long-term reputation through menu innovations and appealing to different target segments like children, youth, and families.
Chapter 8
The document discusses various aspects of developing an effective creative strategy for advertising. It states that one of the most important components of an integrated marketing communications program is the advertising message. It also discusses the importance of creativity in advertising and defines what creativity means in an advertising context. The document outlines the creative process, including preparation, incubation, illumination, and verification stages. It also discusses inputs to the creative process like background research qualitative research methods. Overall, the summary emphasizes that an effective creative strategy is key to determining the success of advertising for a product or service.
Star bucks service marketing
Starbucks is the largest coffeehouse company in the world with over 20,000 stores globally. It positions itself as an upscale brand selling coffee and a "rich experience". Starbucks focuses on its 7Ps - product, place, price, promotion, people, physical evidence, and process. It aims to provide a clean, friendly environment and legendary customer service. However, there is sometimes a gap between customer expectations of speed and Starbucks' actual delivery times. Starbucks works to bridge this gap and maintain its leadership in the coffee industry through strategies like new products, customer connections, and uncompromising quality.
Low involvement purchase and brand personality
Sprite was introduced in the United States in 1961 by Coca Cola in response to the popularity of 7UP. In the 1990s, Sprite became one of the fastest growing carbonated soft drinks in the US and worldwide. From 1994 to 1998, Sprite experienced global double-digit growth coinciding with the launch of its "Obey Your Thirst" advertising campaign, which aimed to appeal directly to teenagers. Sprite's success is attributed to its lemon-lime taste, bright green packaging, and unconventional advertising campaigns positioning it as a youth brand representing honesty and a straightforward attitude.
STP of L'oreal india
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET
The document discusses various qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative techniques like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative awareness, image, brand responses, and brand relationships are also covered. Comprehensive models for measuring customer-based brand equity are outlined, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV) which uses five pillars to assess brand health.
Chapter 2 (customer based brand equity)
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
Presentation on Pepsi
- Pepsi was introduced in India in 1965 through a merger and has since expanded its product portfolio beyond its namesake beverage.
- It faces main competition from Coca-Cola, which has the largest market share in India and worldwide through strong branding, advertising, and exclusive retail partnerships.
- Pepsi targets teenagers and young adults with its "Fun for You" brand positioning and markets through mass advertising campaigns and sports sponsorships while distributing through a large network of distributors and retailers.
Brand Identity
Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
What's hot (20)
Spotify vs Apple Music: a strategic fight for the music streaming industry
Spotify vs Apple Music: a strategic fight for the music streaming industry
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET
Viewers also liked
Types of brand
This document discusses branding and brand valuation. It defines what brands are, their importance for differentiation and customer loyalty. Strong brands have high brand equity and positive brand image. The document also discusses types of brands like manufacturers' brands and private labels. It notes Coca-Cola as the most valuable brand according to Interbrand's valuation methodology, which discounts projected brand earnings based on risk factors to determine net present brand value.
Strategic implications of branding
This document discusses strategic implications of branding. Some key points:
1. Branding transforms a product category by endowing products with separate identities and advantages through attributes, benefits, and ideals represented.
2. Brands become credible through persistence and repetition of their value propositions, forming an unwritten contract with customers who expect satisfaction in return for loyalty.
3. Each brand needs a flagship product to avoid overlap with competitors and prevent brands from becoming caricatures of themselves by selling the same products.
Global Products
Global products aim to standardize core features while localizing additional elements to suit local tastes. While standardization enables economies of scale, it risks poor positioning if market research is insufficient. Successful global brands require balancing global management with localization. New global products depend on replicating key success factors across markets through commitment and synergy with existing brands.
Brand mapping tool
This document introduces the BrandStarsTM and ProductPlanetsTM framework for mapping brand and product portfolios. It defines key elements used to describe brands (BrandStarTM) and products (ProductPlanetTM) within the system. These include brand attributes like BrandCore and measures of brand performance. The framework represents brands as stars and products as planets orbiting them. It can be used to evaluate how well products fit within brands and to track brand performance over time against competitors. Examples of Volkswagen and Apple brand maps are provided to illustrate how the system can be applied.
Bootstrap Business Seminar 5: Creating an Awesome Brand
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
Masters of storytelling august 2012
This document provides guidance on effective storytelling techniques for presentations. It discusses how storytelling can make presentations more memorable and influential by bringing ideas and information to life. It provides examples of presentation tools like data visualization, infographics, and graphic design elements that can aid storytelling. It also discusses principles of storytelling theory, such as using emotions and personal examples to engage audiences, and presenting information visually and verbally simultaneously.
Corporate Rebranding and the Implications for Brand Architecture Management: ...
This case reveals the complex problem of protecting corporate heritage while
managing product and corporate brands to keep them aligned with contemporary
market requirements. A dynamic brand building model is presented which
simultaneously addresses the different audiences for the products and the
corporate brand. The paper concludes that a new concept of ‘business branding’,
distinct from ‘consumer/product branding’, may allow corporations to reconcile
the need for both corporate accountability and risk limitation while maintaining
an effective brand management programme.
Rebranding an already established product within the market
Rebranding an existing product which is a cash cow can be tricky and also a delicate process. It's vital that the customer base and the market share is not lost in the process of rebranding.
HINDUSTAN UNI LIVER LTD. NEW LOGO MEANING (U)
This document provides information about Unilever, a global consumer goods company. It was established in 1933 as Lever Brothers India Limited and is now called Hindustan Unilever Limited (HUL). HUL makes and sells products under over 1,000 brands worldwide in categories like food and drink, home care, personal care, and water purification. The document also lists and describes the 23 icons that make up HUL's logo "U", which each represent different products, values, and aspects of the business.
Catchword Backgrounder
This document provides an overview of Catchword, a full-service naming firm. It discusses the importance of naming for branding and marketing. It then profiles Catchword's process, team, clients, and work in company and product naming. Catchword's process involves reviewing materials, developing concepts, screening names, and presenting recommendations. The document profiles key members of Catchword's team and their backgrounds and specialties in areas like strategy, creativity, linguistics, and project management. It concludes with Catchword's contact information.
What's in a name? - All We Can. Brand Breakfast 23 April 2015
Simeon Mitchell, director, communications and marketing and deputy chief executive, All We Can
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk
Creating Company/Brand Name
The document discusses the desirable attributes of brand names and the name design process. The desirable attributes include evoking what is being named, having positive associations, being easy to say, memorable, unambiguously spellable, and avoiding infringing on trademarks. The name design process involves decomposing the concept into chunks, manipulating the chunks by combining, mutating, or adding affixes, evaluating options, and concept testing. Examples are provided for designing a bike seat name.
You Name It
A No-Nonsense Approach to Naming Your Small Business, Product or Service with a Big Idea. By Tanj Branding LLC
Rebranding Checklist
Changing your name or logo? Feeling overwhelmed by the thought of figuring out every single piece of paper, business card, sign, and web site that needs to be updated? It's a lot to keep track of. That's why we created this checklist. You'll need to tweak it to meet your specific needs, but it'll give you a solid start.
How creating a successful ppc campaign is like brewing a good beer
The processes of brewing beer and creating PPC campaigns are more similar than you think. Both processes follow a plan of execution, and one, small mistake could mean undesirable results. Each new campaign is like a new recipe that shouldn't follow a cookie-cutter model because not every campaign is the same. In this webinar, I'll cover...
The key ingredients for brewing a converting PPC campaign
Steps to perform right before and right after campaign launch time.
Fermentation - Why it's important to let your campaigns sit for awhile.
Packaging & Branding - Are you unique or just like everyone else?
Joe Martinez
Joe Martinez is a Senior Manager of Paid Media at Granular. He takes a user experience approach to PPC by focusing much of his time on LPO and CRO to help his clients improve their brand perception as well as PPC performance. When he's not working on accounts or writing blogs he likes to spend time with his family, collect baseball autographs and discover the best craft beers the world has to offer.
Branding presentation 15 mins
Short presentation on the importance of branding for large and small businesses and how branding impacts on everyones life.
12 Step Program For Re-Branding a Company
The 12-step document outlines a process for re-branding a company. It involves hiring a CMO, interviewing stakeholders, developing a 3-phase brand development process, auditing existing branding, understanding competitors, getting internal buy-in for changes, developing new positioning and graphics, reviewing brand architecture, and launching the new brand internally and externally before evolving it further.
Brands And Shareholder Value
This document discusses how brands create value for both customers and shareholders. It outlines five ways that brands create value for customers through identification, promise of quality, brand image, relationships, and experiential rewards. It then explains three ways that brands create value for shareholders by increasing cash flows, increasing the residual value of the business, and reducing risks associated with cash flows. The document concludes that brands are key drivers of both customer and shareholder value when properly invested in, managed, and measured.
Diving Deep Into Naming
This document outlines Scott Hauman's naming process and best practices for developing new brand names. It includes 10 key steps: 1) project kickoff, 2) naming workshop, 3) competitive audit, 4) positioning and criteria development, 5) ideation and generation, 6) filtering and distillation, 7) trademark screening, 8) name scoring, 9) final list, and 10) brand extensions. The document also discusses types of names, developing a positioning platform and brand personality, and provides examples of naming criteria, scoring, and a final name recommendation. The overall process emphasizes thorough research, criteria-driven evaluation, and testing to select a name that aligns with brand positioning.
10x Content: What it is and Why it Matters
December 2015 Webinar with @TrackMaven on 10x #Content #Marketing. Features an explanation of the 10x phenomenon, criteria for evaluating your content and helpful tips for building 10x content yourself!
Viewers also liked (20)
Bootstrap Business Seminar 5: Creating an Awesome Brand
Bootstrap Business Seminar 5: Creating an Awesome Brand
Corporate Rebranding and the Implications for Brand Architecture Management: ...
Corporate Rebranding and the Implications for Brand Architecture Management: ...
Rebranding an already established product within the market
Rebranding an already established product within the market
What's in a name? - All We Can. Brand Breakfast 23 April 2015
What's in a name? - All We Can. Brand Breakfast 23 April 2015
How creating a successful ppc campaign is like brewing a good beer
How creating a successful ppc campaign is like brewing a good beer
Similar to Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani
BRAND NAME.final.pptx
The document discusses key elements that make up a brand, including the trade name, logo, tagline, and other visual/auditory cues. It emphasizes that brands are identified by their trade name, which is a registered trademark. The document also provides tips for naming a startup business, such as avoiding hard to spell names and ensuring the name is not limiting as the business grows. Finally, it outlines different types of brand names like eponyms, descriptive names, abbreviations, and synthetic names.
brand
A brand is a name, symbol or design that identifies a seller's products and differentiates them from competitors. There are four key branding decisions: brand positioning, brand name selection, brand sponsorship, and brand development. Brand positioning involves establishing how the brand will be perceived in customers' minds based on attributes, benefits or beliefs. The brand name should be memorable, distinctive and suggest the brand's benefits. A brand can be the manufacturer's, a private label, licensed or co-branded. Brand development grows brands through line extensions, extensions to new categories, or launching multiple brands to target different segments.
Product and Branding- Jayden Hayes
This is my end project for Foundations Of Marketing, this project is focused on the section about product and branding (Chapter 6 I believe)
Immutable laws of Branding
The document outlines 22 immutable laws of branding, including:
- The law of generic warns against generic brand names that don't differentiate.
- The law of the company states brands should take precedence over parent companies in marketing.
- The law of sub-brands cautions that sub-brands can dilute the power of the main brand.
- The law of singularity emphasizes that brands are most powerful when they own a single, clear idea in consumers' minds.
What is Branding
This document discusses key aspects of branding, including the history and purpose of brands, brand elements like names, logos, and taglines, factors that contribute to brand equity such as awareness, associations, loyalty, and perceived quality, and reasons why companies may change their logo over time. It provides guidance on choosing a good brand name and developing a strong brand identity through visual elements. The document emphasizes that branding is about creating a unique image and positioning in the mind of the consumer in order to drive customer preference and loyalty.
Mm unit 3point1
The document discusses various aspects of branding such as definitions of a brand, brand positioning, brand name selection, brand sponsorship, brand development strategies like line extensions and brand extensions, challenges in branding, importance of packaging, labeling, and universal product codes. It provides examples of well-known brands and analyzes their branding strategies. The key points covered are creating emotional value for customers, building relationships and loyalty, using brands to project aspirational lifestyles and values to command premium prices.
Mm unit 3point1
This document discusses key concepts related to branding, including definitions of brands, brand equity, and brand loyalty. It explains that brands add emotion and trust to products, helping create consumer relationships and branded lifestyles. This allows brands to charge premium prices. The document also covers brand positioning, name selection, sponsorship through manufacturer brands, licensed brands, and co-branding. It discusses strategies for brand development, such as line extensions, brand extensions, multibrands, and new brands. Brand rejuvenation is described as a way to enhance brand appeal and refocus consumer attention on existing brands.
Brandpersonality
Brand personality describes brands in terms of human characteristics. It is based on theories of human personality and uses similar measures to describe brand attributes and factors. Many powerful brands spend a great deal of time developing distinctive personalities for their brands to appeal to consumers on an emotional level. Consumers often make judgments about brands and companies in personality terms, describing them as friendly, trustworthy, or dishonest. Brand personality aims to provide an emotional connection and experience with the brand to foster loyalty.
Branding
Brands are names, symbols or designs that identify a seller's product or service and distinguish them from competitors. A brand is a valuable intangible asset that creates associations and perceptions for customers. Strong brands simplify customer decisions, build awareness and loyalty, and act as a quality signal. Developing brand equity involves crafting the brand identity, managing customer experiences and associations, and leveraging the brand through marketing activities. Co-branding and strategic brand extensions can help grow brands but must be carefully implemented to avoid damaging either partner brand. Proper brand positioning and ongoing management are needed to keep a brand relevant and differentiated over time.
Intro to Branding & Brand management - Elkottab
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Brand and Corporate Identity Management pdf
The training focuses on determining the difference between a brand and corporate identity. Participants are led to recognize the need for branding especially in the service industry as well as identify what can be branded. The training also discusses challenges associated with the branding of services and identifies a simple approach to branding and managing the corporate identity of a firm
BRAND BUILDING.pptx
Building a brand takes time and consistency. A brand is built through strategic communication across all customer touchpoints that shapes customer perception and reputation. Key elements that make up a brand's identity include its name, logo, slogan, colors, shapes, symbols and characters. These elements appeal to customers' senses and help them recognize and remember the brand, building loyalty over years. Without solidifying these elements, customers have no way to recall the brand and will not choose it over competitors.
new_branding.pptx
The document discusses how to build an effective brand identity system, including defining what a brand is, avoiding common branding traps, developing a brand identity structure, and creating a clear value proposition. It provides examples of different brand architecture models and strategies for developing a memorable brand name, logo, and positioning statement to clearly communicate what the brand stands for to customers.
New branding
The document discusses building a brand identity system. It defines brand identity as a unique set of associations that a brand strategist aims to create to represent what the brand stands for. It discusses various models for conceptualizing brand identity, including perspectives on the brand as a product, organization, person, and symbol. It also outlines potential traps to avoid, such as focusing only on brand image or product attributes rather than developing a strategic identity. Finally, it describes the core and extended components of an identity structure.
Brand Positioning.pptx
The document discusses brand positioning and provides examples. It covers 4 parts to positioning: target market, competitive frame of reference, primary benefit, and key attribute. It also discusses points of parity and difference, segmentation, changing trends, and developing a positioning statement. Examples are given of positioning statements and perceptual maps that show how brands are positioned relative to competitors in customers' minds. Strategies for positioning and repositioning brands are outlined such as changing demographics, product changes, or image changes.
Unleash the Power of Business thru Branding & IPR
“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.” Kjell Nordström and Jonas Ridderstråle, Funky Business
Branding
This document discusses key concepts related to branding, including definitions of branding, brand equity, and brand loyalty. It covers different branding strategies such as co-branding, national brands, private brands, and generic brands. The role of brands is to simplify handling, represent businesses professionally, signify quality, inspire customer confidence, and provide competitive advantage. The conclusion is that branding is essential for companies to market products since customers increasingly demand branded products.
Brand ppt
This document discusses brands, their importance, and different types of brands. It notes that strong brands help companies achieve global success and customer loyalty. Brands differentiate products and allow companies to command premium prices. The document defines brands and discusses brand equity, image, and extension. It outlines benefits of brands for both sellers and buyers. Two main types of brands are described: manufacturer brands and private/store brands. Family and individual branding strategies are also covered. Finally, the document lists the top three most valuable brands as Coca-Cola, Microsoft, and IBM.
Branding
This document discusses key concepts in branding including defining a brand as a name, term or design that identifies a company's products and differentiates them from competitors. It also summarizes that branding is a plan to build a product's reputation and ensure people know about and believe in the brand. Finally, it provides an overview of different types of brand sponsorship, elements that comprise a brand identity, and strategies for building and developing brands.
Brand Failures
This document discusses brands and brand failures. It defines a brand as a person's gut feeling about a product, service, or organization. A brand failure occurs when a product is withdrawn from the market, fails to achieve required market share, or is unprofitable. The document examines reasons for brand failures, including the seven deadly sins of branding: brand amnesia, ego, megalomania, deception, fatigue, paranoia, and irrelevance. It also discusses different types of failures such as classic failures, idea failures, extension failures, and more.
Similar to Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani (20)
Recently uploaded
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
How to Make Your Trade Show Booth Stand Out
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessCrafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationYes, It's Your Fault Book Launch Webinar
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsMarketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandHow American Bath Group Leveraged Kontent
How American Bath Group Leveraged KontentDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Recently uploaded (20)
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Brand twins (with examples) - Same brand name but different- by Nitin M Wadhwani
- 1. BRANDS – “ Same Name But Different Meaning ”
- 2. Introduction : Owning a brand name is critical for business, but what many people don’t realize is that owning a trademark on your brand name is not the same as owning a unique name. When the two companies own similar brand name that is called ‘Brand Twins’ It is not necessary to have a similar category product, they can be differentiated by type, nature, class & category.
- 3. Brands & Their Trademark Trademark is a recognizable sign, design or expression which identifies products or services of a particular source from those of others. But there can be almost a thousand trademarks on a similar name. For Example : ‘DELTA’ - from airlines to kitchen wear to power tools. So You cannot own a word exclusively and universally, as per international agreements, and the complexities in minds of consumer arises .
- 4. Let Us See Few Examples (They share same names)
- 5. • Brand Name – Domino’s Pizza • Company Name - Jubilant Food Works Limited • Type – American Restaurant Chain • Brand Name – Domino Sugar • Company Name - American Sugar Refining Inc. • Type – Sugar Products Provider
- 6. • Brand Name – ‘AMUL’ • Company Name - Anand Milk Federation Union Limited • Type – Dairy Milk Products • Brand Name – ‘AMUL MACHO’ • Company Name – J.G. HOSIERY Pvt. Ltd. • Type – Men's Innerwear
- 7. • Brand Name – ‘APPLE’ • Company Name – Apple Incorporation • Company Type – Consumer electronics, computer software and personal computers • Brand Name – ‘APPLE RECORDS’ • Company Name – Apple Corp. Ltd. • Type – Universal Music Group and Records
- 8. • Brand Name – ‘Finlandia Vodka’ • Company Name - Finlandia Vodka Worldwide Ltd. • Origin - Finland • Type – Vodka Manufacturer • Brand Name – ‘Finlandia Cheese’ • Company Name - Finlandia Cheese Inc. • Origin – United States • Type – Cheese Manufacturer
- 9. • Brand Name – ‘DOVE BEAUTY BAR’ • Company Name – Unilever Ltd. • Type – Beauty Soap • Brand Name – ‘DOVE CHOCOLATE’ • Company Name - Mars Company • Type – Confectionaries, Chocolates
- 10. What Happens To The Consumers Then.. • It creates the ambiguity image in the minds of customers. • Can affects the Brand Loyalty among customers. • Consumers may get confused or frustrated. • It can affect the Brand Recall as well as Brand Recognition.
- 11. What Happens To The Companies Or Brand .. • It may affects the potential consumer base directly or indirectly. • Companies can face difficulties in positioning of their products as similar name with different category. • Directly or indirectly reduces the identification of any one brand. • There will never be the win-win situation for all the similar brand names of different company.
- 12. Questions! What Comes In Our Mind ?? • Does It favourable for the company which is already successful ? • Don’t you think that wrong management practice of one brand can affects the another, just because of same name ? • Will it be easier for the loosing company to gain its market share again ? • Can’t the big companies like Amul, Finlandia to do something with the patents or copyrights?
- 13. THINK ! THINK !!! THINK !
- 14. Sources & References • http://merriamassociates.com/2011/12/brand-twins-same-brand- names-for-different-products/ •http://en.wikipedia.org/wiki/Apple_Corps_v_Apple_Computer • http://vexillologicalchef.com/blog/tag/finlandia-vodka/ ] Connect : in.linkedin.com/pub/nitin-m-wadhwani/42/467/96a/ Email : nitin_wadhwani@yahoo.com Facebook : http://www.facebook.com/zeek.wadhwani