To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some articles and research, a brand can be seen through the following three points:
1. The definition, characteristics and architecture of a brand
2. Global versus local brand
3. Brand extensions
This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Our customer experience and decisions we make first of all depends of our feelings and our sensory perception. That means the best thing you could do with your product and brand - the right sensory mix and sensory positioning among other products and brands.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Our customer experience and decisions we make first of all depends of our feelings and our sensory perception. That means the best thing you could do with your product and brand - the right sensory mix and sensory positioning among other products and brands.
Creating content is easy. But creating good content that makes an impact, and to do so consistently time over time, requires building a competency and understanding content marketing in a broader context.
The structural model of the effects of marketing mix elements on brand equity is defined in line with the existing theoretical findings. Research hypotheses are defined according to the identified structural model. In order to test the defined structural model and research hypotheses empirical research was conducted on the sample of undergraduate students of the Faculty of Economics and Business in Zagreb. Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
Branding is one of the most important aspects of any business, large or small, retail or B2B. Branding is the main element because of its success of any business depends on the way which the service /product tend to be marketed to the consumers. The successful branding is single that comes up having a coherent and also consistent technique of building the visible regarding itself as well as finally succeeds throughout laying the solid foundation that progress for years without virtually any shortcomings .One of an great positives associated with establishing a title is actually that It\’ll support the business for getting easily identified and established.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Augmented Reality Children's Book ProjectMaxie Tran
"What is Augmented Reality?"
Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.
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"Brief"
As a team of students at Kingston University. we were tasked with exploring present innovations and industry practices in the area of Augmented Reality.
This knowledge would be used to create an interactive children’s book using an existing AR application, based on our acquired knowledge, or develop a customised one.
Taking advantage of our mixed disciplinary team we covered aspects of user experience design, interactivity, the use of animation and the gamification to make our deliverables stand out and be competitive on the market.
CONTEMPORARY BUSINESS STRATEGY - THE BIG ISSUE FOUNDATIONMaxie Tran
This report consists of three main sections that focus on analyzing and evaluating the current situation of "The Big Issue Foundation" (a non-profit organization which will be referred in short as 'TBI' in the report). Through answering the requests, the report also offers a number of suggestion for TBI' strategy that they should concern to keep promoting the value of their brand and image in the future of next 5-7 years.
Methods of analysis include the use of analytical business models as SWOT, Porter's Five Forces, McKinsey 7S to have a specific look for internal capabilities of TBI as well as apply PESTEL to assess factors affecting from the external environment. Then by using TOWS model, the report proposes some recommendation for business strategies of TBI (e.g. how to maximize the company' strengths to take advantage of their opportunities).
Results of data analyzed show that TBI can face the most with the impact from the changes of technology in the present time as also in near future, when more and more customers are moving towards the digital products. Nonetheless, the report also indicates that TBI, with their unique distribution model, accompanied by the distinct brand values, along with an excellent leadership team would have the solution even for the worst case scenario to their business. The general conclusion is that the current situation of the company has no bad sign but their financial issues need to be considered further when most the funding of TBI depends mainly from the external sources' contribution.
The report also investigates the fact that the analysis conducted has limitations. All data and information were searching from the Internet and analysis has mainly been focused on the financial statement of the business; therefore, the report may not avoid some shortcomings as well as the subjective perspectives. In addition, the most recent information in the present time has not been announced and the predictions of the TBI's business in the future are based on past performance.
With all of the great respect,
Here is the dew of my sweat and blood which I have spent all of my efforts to dedicate to my family, my friends, my previous and current teachers and also for my own, the dream of my life, Walt Disney (i.e. my philosophy)
Hakuna Matata!!
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EXECUTIVE SUMMARY
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“Designing a Business” (DAB) was a great sound to me from the first day that I saw it in the list of my elective modules of my Master course. Even though I had to wait for being a part of the DAB-class for two months later because of making the wrong selections, I thought I still got what I needed from the DAB-lectures and much more than that by somehow.
As a mixed module of Designing and Business, “DAB” gave all students the chances and opportunities to make their real business from the first of first steps (Mace Kingston, 2013). Students would start from finding their group as to become a small company. Every team, then, focused on the most simple thing as creating an idea, making prototype of product into harder things as doing market research, manufacturing the real goods, setting up social network and finally, making it real as selling their products in the market, doing financial calculations and so on.
There could be many and many things to write for what or which a student could learn from “DAB” and all of the key learning is also able to be different based on various view of each student. As the purpose of this report is a reflective essay of a Master student in Business, I do not want to avoid mentioning about any lesson in business aspects as Finance, Marketing, Human resource and so on. Nonetheless, in my personal perspective, I already had many and many times to study and learn them from thousands of books, on Internet and also in other modules of my Master course. Thus, from my own experience, the most important and expensive lessons for me from DAB is not only about ‘how to design a business’. It is about Designing Me and having a strategic planning for my missions in near future and I also wrote about them here in the way of my-own. This seems to be how a true reflective essay should be and also become an explanation for any reason why I focus on writing this report like this.
As follow the general principle, the structure and the writing style of this report must be in an academic way. However, while it is in first person that it can be informal and become a story, I guarantee for every single word and sentence has been written carefully (I have tried my best with my poor English) and I hope that reading this “DAB-tale” may not become a boring journey but very enjoyable.
Human Resource Management: Case-Study on 'Slavery in the Chocolate Factories'Maxie Tran
Child labor issues are being discussed and debated pressing in today's society. Indeed, as consider for an example of a case-documentary "Slavery in the Chocolate Factories" from youtube (Santarchy, 2011), the number of child labor nowadays is increasing in many countries, especially in Africa countries which has been and will continue to be a difficult topic to assess on the right side or wrong side. This paper, under the perspective of a manager, will show how to conduct and resolve this important issue that to not evade the truth and accountability requirements of the business organizations which been involved and local government's method based on the implementation of child protection laws. Backed by the references and related learning, however, it cannot avoid the arguments and views from the personal opinions of the writer.
OPERATION MANAGEMENT REPORT: A CASE-STUDY ON THE KEY STRATEGIC AND OPERATIONA...Maxie Tran
This report focuses on analyzing the key strategic and business operation issues of a Starbucks coffee shop on 91 Clarence high street in Kingston town (Kingston Upon Thames, London, UK). The report identifies the business context and main operational aspects of this Starbucks shop which will be shown briefly in the Introduction part.
Methods of analysis include the secondary-data, primary-data (qualitative and quantitative research), relevant theories and relative information from books, online databases, as also student’s works and so on.
The report figures out the problems of this Starbucks shop, such as the atmosphere and layout inside the store, as also some customer services. However, those issues depend on many different cases which cannot meet a specific solution to improve themselves. In addition, the general feedback of customers indicates that although the problems exist, these issues are not big impacts.
Recommendation for the business of this Starbucks shop is to keep managing their current operating system and extend their competitive advantage, based on the ideal location (order-winner), to target the potential segment customers as non-coffee drinkers.
This report might not avoid the shortcomings and limitations itself. For instance, a lack of experience in doing the actual surveys which led to incomplete data and information; some results are based on past performance or general context which can be subjective.
From the beginning of 15th century, the transaction and global trade between the countries and continents have gradually formed and developed (The Political System, n.d.). Nevertheless, a new concept that happened in recent years is that those developments and the advent of the Internet through the achievements of science and technology are completely changing the face of the world in all aspects. Owing to the Internet, the world becomes globalized (Friedman, 2005). However, it cannot be denied that globalization in the Internet has both advantages and disadvantages. This essay will analyze the aspects of the globalized Internet in terms of economy. It will look at the positive and negative sides of the Internet applications based on the history of the Internet Web browsers, from the initiative of Netscape to the competition between Netscape and Microsoft’s Internet Explorer on the Internet business market. This essay includes the arguments on those issues to conclude that there are more positive effects which play an important role in the worldwide economy nowadays.
EXPLAIN THE MEANING OF ‘SUCCESS’ BY COMPARING AND EVALUATING TWO LEGENDS, REN...Maxie Tran
Success is a combination of letters which has been repeated in everyday life nowadays. However, one of the biggest problems might be faced by humankind is to understand precisely the concept of success (Jordan, G.M., 2013). Unfortunately, success is literally a word which cannot be described in words. Defining success effectively, people may keep their eyes on some successful stories of the great people. This essay will do a research on two legends’ success, René Descartes and Walt Disney, followed by cited their famous quotes: “Cogito ergo sum” and “If you can dream it, you can do it” (Brainy Quote, 2013). After comparing and evaluating their successful stories, it illustrates the difference aspects of the meaning of success in life; one opinion of having succeeded is to identify someone’s own intrinsic figure; whereas another perspective is far beyond. Being successful could be based on the realization of their dream and motivation to make it become reality; success is seemed to be able to see as an extrinsic tangible object by the result of reaching human’s dream.
What pushes everyone to move forward, it is called a motivation. From a psychological perspective, it is the reasons or just the causes of an action which makes people wants to step toward to their future goals. We can see the examples of motivation everywhere in life such as an athlete practicing a lot before the competition day, a student working hard before his examination or as a business man preparing his speech carefully for a conference. There are so many types of motivations to talk about but in this essay, we will discuss on the motivation of following dreams.
Dream is what occurs when we fall in sleep, it is the simplest definition. Dream can be a series of images, ideas, emotions and sensations of people’s mind but the dream that we are referring to here is the dream as a longing, a desire or an ambition.
Finance is perceived as a key factor of business organisations and all activities that an organisation implements requires a commitment of financial resources (Caralli et al., 2010). Therefore, Financial Resources Management (FRM) is formed for the purpose to request, receive, manage, and apply financial resources, such as external sources or internal sources, to support resilience objectives and requirements. The aim of this essay assignment refers to the importance of FRM in business and it is divided into two parts. The first part focuses on analysing the financial statement of Apollo Group Plc retailer, and brings out comments as assessments on this company's financial management after calculating and interpreting the ratios in their report reasonably. The second part focuses on considering the directors' investment of Delos Ltd (Media Division). By calculating the costs, capital as net cash flows, accounting rate and so on carefully, this part will identify whether the project should be accepted or not and also give some discussion on that.
THE MARKETING ENVIRONMENTAL FACTORS AND AN ILLUSTRATIVE SAMPLE FOR THEIR IMPA...Maxie Tran
Marketing is an indispensable factor for deciding the success of a business. Nonetheless, creating an effective marketing strategy as well as a proper marketing decision has been influenced by many factors and the greatest impacts are from the macro-environmental factors. The purpose of this essay assignment is to introduce these factors briefly. Based on the basic model of the macro-environment factors as known as PEST analysis system and an empirical example of the men’s fragrances industry in the UK, this assignment will also indicate the importance and a sizeable influence of those above factors to the marketing strategy and tactics of an organization, whether it is large or small.
GLOBALIZATION IN AN UNDENIABLE ASPECT: THE EFFECTS OF THE WORLDWIDE INTERNET ...Maxie Tran
In 1492, Christopher Columbus started his voyage to explore a new world but the result of his journey was far beyond for giving a proof that the Earth is spherical and smaller than any fantasy verdict of science about globe at that time (Biography, 2013). Followed Columbus’s generating footsteps, there had been many changes around the globe. The transaction, international trade between the countries and continents, gradually formed and developed (The Political System, n.d.). Nevertheless, an interesting concept happened in recent years is that those developments of the gradual results and the advent of the Internet through the achievements of science and technology are changing the world in the opposite way once again. The Earth is flat and owing to the Internet, the globe becomes globalized (Friedman, 2005). However, it cannot be denied that globalization in Internet has both advantages and disadvantages. This essay will analyze the aspects of the globalized internet in terms of economy. It will look at the positive and negative sides of the Internet applications based on the history of the Internet Web browsers, from the initiative of Netscape to the competition between Netscape and Microsoft’s Internet Explorer, and then to the replacement of Google Chrome on the Internet business market. This essay includes the arguments on those issues to conclude that there are more positive effects which play an important role in the worldwide economy nowadays.
CULTURAL DISTANCE: HOW IS IT MEASURED AND HOW DOES IT IMPACT ON GLOBAL MARKE...Maxie Tran
Cultural distance is a well-known terms which been used in Business in general and in the field of Marketing in particular; and when it has been recognized to be as a dimension that means it can be measured. In a few decades, there were a several pioneers who have researched and invented some different methods to
measure this distance. For instance, the model of Hofstede and Trompenaars based on extrapolating the data a set of distributed questionnaires among the employees; whereas Shalom Schwartz’s frameworks focused on the nature of basic human values by a survey among people from cross-cultural countries. This essay assignment firstly aims to evaluate those methods critically to compare some methods of the cultural
measurement and also figures out the strengths and weakness as the influences which they have. In addition to this, because the cultural gap creates an enormous impact on the inevitability of global marketing operations; therefore, the rest of this assignment will focus on analyzing and identifying that issue by explaining the reason Coca-Cola failed on the international market by a crisis itself in 1999. It also
interprets the awareness off the importance of the cultural distance by the way Coca-Cola changed their marketing activities to have been adapted to fit the diverse culture from different countries as restored the Coca-Cola’s prosperity and keep being successful.
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
1. BRAND UNDERSTANDING
To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some
articles and research, a brand can be seen through the following three points:
1. The definition, characteristics and architecture of a brand
2. Global versus local brand
3. Brand extensions
This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
1. The definition, characteristics and architecture of a brand
DEFINITION: Chernatony and Riley (1998) figured out the brand definitions from the literature and experts’ interpretations.
According to Chernatony and Riley (1998), it can be argued that there are so many ways to define a brand such as twelve
main themes in the literature [see Figure 1 below]:
Figure 1. Antecedents and Consequences to the Brand Construct (Chernatony and Riley, 1998, p.426)
2. However, as Chernatony and Riley (1998) stated, it should be realised that, though comprehensive, no coverage of the
literature can ever be thoroughly exhaustive; hence, additional literature might have produced further themes. Moreover,
the proposed construct of a brand is based on a necessarily subjective interpretation of the literature. As they also
mentioned in the literature review, the twelve themes are not entirely mutually exclusive and there is a certain degree of
overlap among the tangible and intangible aspects of the brand assumed by each definition (p.425). As a consequence, to
the brand's holistic strategic direction as the source of brand positioning (p.427). In addition to this, Chernatony and Riley
(1998) suggested to setting the boundaries of the brand construct.
The brand exists mainly by virtue of a continuous process whereby the values and expectations imbued in the brand object
(product or service) are set and enacted by the firm's staff and interpreted and redefined by the consumers, so that (p.428):
Figure 2. The model as a simplified representation of the cyclical process through which
the brand becomes the interface between the firm's activities and consumers' interpretation (Chernatony and Riley, 1998, p.428)
To illustrate this point, Chernatony and Riley (1998) has argued that perceived value is the consumer's overall assessment
of the "utility" of a brand, based on perceptions of what is received and what is given. As inputs to brand image, perceived
quality and perceived value are within the boundaries of the brand construct. They help define the brand construct from
the consumer's perspective, and provide feedback enabling firms to fine tune their brands' values.
Chernatony and Riley (1998, p.431) reported the main findings from the interviews from some experts to compare the
brand definitions with literature system above [see Figure 3 below]:
Figure 3. Categorising Experts’ definitions of a “brand” (Chernatony and Riley, 1998, p.432)
From their journal, Chernatony and Riley (1998, p.433) considered whether all experts had the same brand definition and
they came to a conclusion that it unlikely that every brand consultant would have the same definition. However, in view of
the fact that the brand is consultants' common focus of interest, they might adhere to similar brand concepts. Moreover,
3. they posited that the 1960 AMA's definition of brands is too restrictive, having insufficient regard for both intangible
components and consumers' perceptions, which are essential aspects of the concept of the brand (p.434). In addition, they
postulated that (p.436):
A brand represents the matching of functional and emotional values devised by a firm with the performance and
psychosocial benefits sought by consumers
The closer the match between the values of the brand and consumers' rational and emotional needs, the more
successful the brand
As they mentioned in the end (p.438), “In view of the different interpretation of brands in the literature, it is not
improbable that managers will have different conceptualisations, leading to differences in strategic emphasis. However, all
employees in the firm need to work together to ensure that the promises being made for the brand are consistent with
consumers' experiences”.
CHARACTERISTICS:
According to Henderson et al. (2003), the brand characteristics can be designed based on the theoretical framework such
as: Perception theories, Motivation theories and Cognitive theories. Figure 4 illustrates an overview of those theories:
Figure 4. Theoretical relationships between design and response (Henderson et al., 2003, p.302)
Henderson et al. (2003) propose four research questions to address the issues necessary to provide guidance to managers
in Asia for using visual design to strengthen brands, as well as to furnish insights that should advance theory (p.302-303):
Are there underlying factors that capture multiple design characteristics within Asian countries
Are there underlying factors that capture multiple responses to logo design within Asian countries?
Can managers manipulate design characteristics to influence consumer responses to logos?
Is there a regional perspective that explains the influence of design on responses to logos or are these relationships
country-specific?
By an effort to answer the above questions as synthesize the perspectives from many different sources, Henderson et al.
(2003, p.311) led to so many conclusions such as future research should also include brand personality as part of the
measurement of meaning. Brand personality consists of five dimensions: sincerity, excitement, competence, sophistication,
and ruggedness, which can be measured by multi-item scales. Importantly, there are cross-cultural differences that
4. research and measurement need to take into account. This personality research should be extended to logo personality in
an effort to improve the understanding of the determinants of logo meaning.
ARCHITECTURE:
According to Rajagopal & Sanchez (2004, p.233), Brands play a significant role in developing marketing strategies for
specific product categories in a firm. A coherent international brand architecture is a key component of a firm’s overall
marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and
rationalise the firm’s branding strategy. Their article discusses how firms can develop brand architecture, and considers the
factors that contribute in shaping the architecture. The managerial implications for marketing management and the impact
of architecture on the brand hierarchy are also analysed. Their paper has the following objectives (p.234):
To examine the current perspectives on branding and brand architecture.
To discuss the alternative brand structures and the underlying drivers, i.e. firm characteristics, product market
structure and market dynamics.
To analyse the importance of designing a clear and effective brand architecture and managing brands in order to
maintain a harmonious balance within this architecture.
To emphasise the need for an annual audit of the firm’s brand architecture and its fit with changes in the underlying
drivers, as well as an assessment of key strategic brands within this architecture
As first, Rajagopal & Sanchez (2004, p.237-238) indicated that the brand relationship spectrum, as suggested by Figure 5, is
related to the driver role that brands play. The role of the driver reflects the degree to which a brand drives the purchase
decision and experience of consumers on the usage of the product. A branded house uses a single master brand to span a
set of offerings that operate with only descriptive sub-brands. The house-ofbrands strategy, in contrast, involves an
independent set of stand-alone brands, each maximising the impact on a market. The house-of-brands strategy, however,
clearly position brands on functional benefits and to dominate niche segments. Targeting niche markets with functional
benefit positions is the main reason for using a house-of-brands strategy.
Figure 5. Brand architecture constituents/ Brand architecture map (Rajagopal & Sanchez, 2004, p.238)
5. The categories of brands play significant roles in the process of brand architecture for a company by (p.237):
Creating coherence and effectiveness
Allowing brands to stretch across the products and markets
Stimulating the purchase decisions by brand drivers
Targeting market niches and benefit positioning
The principal attributes of the endorsed brand may be delineated as follows (p.238):
It incorporates the shadow brands
It generates indirect market impact with mother brands
It represents distinct product and market segments
Endorsed brands operate independently of the mother brands in the market
Rajagopal & Sanchez (2004, p.239) also figured out the market impact and brand hierarchy [see Figure 6 below]:
Figure 6. Market impact and brand hierarchy (Rajagopal & Sanchez, 2004, p.239)
In addition, the advantages of the corporate endorsement of the product brands include (p.240):
Building umbrella brands
Establishing global corporate identity
Developing customer confidence
Monitoring key strategic brands
Enhancing the brand value in the new segments
As Rajagopal & Sanchez (2004, p.241-242) mentioned, a four quadrant matrix is the simplest way of illustrating the types of
relationship involved, and the linkage between the brands, which is either strong or weak [see Figure 7]. Brand linkage is
defined as the linkage made by customers between the brands involved. The brand interaction may be defined as the
preferences and attributes of the brands across the categories that exist in the company or those that are easily available in
the market. For example, Transaction I is characterized by strong brand linkage and close business relationships. Today’s
world is characterised by more complex technology, and this can be extremely confusing to the people who are not
technology minded. Brands can play an important role here by providing simplicity and reassurance to the uninitiated;
offering a quick, clear guide to a variety of competitive products and helping consumers reach better and quicker decisions.
6. Figure 7. Business relationship matrix (Rajagopal & Sanchez, 2004, p.242)
Furthermore, the branding strategy is also developed in accordance with the life cycle of the products and services
(Rajagopal & Sanchez, 2004, p.243). Figure 8 shows the product life cycle approach to brand management, which considers
the factors of the marketing mix. For example, in the second stage of the product life cycle, which emphasises growth of the
product in the given market environment, the brand needs to be reinforced with a focus on expanding the consumer
segment. The marketing mix strategies for product, promotion, place and price need to be developed accordingly by
adjusting the product features, improving communication, providing comprehensive distribution and offering good price
deals to the channels.
Figure 8. Brand management: The product life cycle approach (Rajagopal & Sanchez, 2004, p.244)
7. As Rajagopal & Sanchez (2004, p.245) concluded, Brand architecture is not a static framework, but one that needs to be
monitored and modified continually. Given the dynamic nature of international markets, however, and the changing
competitive realities, the structure must be reviewed, at least annually. A brand architecture audit should be performed to
ensure compliance with established procedures and to determine whether the structure of the architecture should be
changed. This needs to take place on two levels. First, the degree to which individual strategic brands have adhered to
established guidelines needs to be assessed. Secondly, the entire portfolio of brands has to be examined in terms of
whether the overall brand architecture requires modification. The compliance audit may be defined as a bottom-up audit of
the individual brands that allows an assessment of how well each functions as part of the overall brand architecture of the
firm. The key steps of this phase are:
Collection of information that establishes how the brand has been used in each country where it is marketed
Assessment of deviations from its established position in the structure and reasons for these
Evaluation of the brand’s performance
In addition (p.246), the brand architecture should incorporate all the firm’s existing brands, whether developed internally or
acquired. It should provide a framework for consolidation in order to reduce the number of brands and strengthen the role
of individual brands. Brands that are acquired need to be merged into the existing structure, especially where these brands
occupy similar market positions to those of existing brands.
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