This document summarizes research on the power of brand properties. The research found:
1) Marketing directors see distinctive brand properties as extremely important for creating strong brands by standing out and triggering brand meaning.
2) Common brand properties like logos and colors are widely used, but opportunities exist to leverage properties like shapes, slogans, and sonic branding more.
3) Measuring and managing brand properties needs improvement, as less than half of companies properly track properties quantitatively and most make changes based on non-strategic reasons rather than data.
4) A case study on ice cream brands found Magnum's most iconic asset is its distinctive product shape, while properties like slogans and celebrity
This document summarizes the findings of a research paper about growing a company's core business. The research found that growing the core accounted for 74% of companies' growth in the past 2-3 years. While marketing directors saw growing the core as the best path to sustainable growth, senior management and sales teams were less convinced. Companies often neglect the core due to perceptions that innovation is sexier. The top drivers for growing the core are distinctive branding, expanding distribution, and then product extensions. The conclusion recommends focusing on the core by using inspiring examples to engage others and harnessing growth drivers in sequence.
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
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.
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
This document summarizes the findings of a research paper about growing a company's core business. The research found that growing the core accounted for 74% of companies' growth in the past 2-3 years. While marketing directors saw growing the core as the best path to sustainable growth, senior management and sales teams were less convinced. Companies often neglect the core due to perceptions that innovation is sexier. The top drivers for growing the core are distinctive branding, expanding distribution, and then product extensions. The conclusion recommends focusing on the core by using inspiring examples to engage others and harnessing growth drivers in sequence.
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
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.
This document discusses the rise of purpose-led brands and how companies are increasingly focusing on their social purpose to gain a competitive advantage. Some key points:
- Customers now consider a brand's values and what it stands for, not just product/price. 62% want companies to take a stand on issues like sustainability.
- Companies with a clear social purpose aligned with customer beliefs can build more authentic relationships moving from "give me what I want" to "support what we believe in."
- Purpose provides differentiation when quality and experience are expected. It also boosts trust and protects brands from incidents that damage trust.
- Activating purpose requires understanding factors like geography, industry, brand maturity and involving
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
This document summarizes how companies can build competitive advantage through downstream activities focused on customers rather than upstream production activities. It discusses how companies can influence customer purchase criteria, accumulate advantage through customer data and network effects, and provide value through solving customer problems rather than just product innovation. It provides examples like Coca-Cola building advantage through brand associations rather than physical assets, and Orica gaining advantage over competitors by gathering blast data to reduce customer risks and costs.
International Journal of Business and Management Invention (IJBMI)inventionjournals
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.
Best Practices in Creating Global Brand for New Products and Ensuring Alignme...Best Practices
In order to develop an effective global branding program for new bio-pharmaceutical products, it is important to ensure brand consistency across all functions and geographies.
Best Practices, LLC undertook research to gather benchmarks on key aspects of the global branding process, including activities, timing, positioning, key message development, regional alignment, agency utilization & cost and the tradename process.
Download Full Report: http://bit.ly/2a1XqUV
This PowerPoint examines the corporate structure of Target in a strategic manor. See how it compares to its competitors and why it is one of the leading retailers in today's society.
Hershey's Ice Breakers Cool Blast Chews Case.Ruben N. Medina
The document discusses a marketing strategy for The Hershey Company's new Ice Breakers Cool Blasts Chews product. It aims to target millennials ages 18-34 and expand brand awareness through social media campaigns, music streaming ads, and on-campus sampling events. A SWOT analysis is provided, highlighting strengths like market share but also weaknesses like low brand awareness. The value proposition emphasizes providing confidence boosts. Recommendations include sponsoring college 5K runs to sample the product and partnering with restaurants to provide samples after meals.
A Marketing Research Proposal for Michael Kors (March 2016)Ashley Peterson
This Marketing Research Proposal was developed for IMC 611 - Marketing Research & Analysis at West Virginia University.
The research proposal was developed to bring Michael Kors a greater understanding of its core customer’s way of thinking to drive future brand strategies focused on rebuilding loyalty and, in turn, driving sales to back to where they used to be prior to MK and similar brands becoming more widely available to the masses and losing their "cool factor".
[Article] How is Experiential Marketing shaping Customer Interaction and the ...Biswadeep Ghosh Hazra
The article describes the impact of experiential marketing on product usage and branding. Experiential Marketing may be defined as a marketing strategy that aims to engage customers into participating in the primary brand experience. Experiential Marketing aims to directly involve customers into active co-creation rather than just being passive respondents. A glaring example of this would be Apple retail stores.
“Marketing is no longer about the stuff you make; but about the stories you tell.” -Seth Godin
This Public Relations Plan was developed for a class that was part of West Virginia University's Integrated Marketing Communications Master's degree program.
Presenting this set of slides with name - Marketing Mix Powerpoint Presentation Slides. We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of seventy four slides. Our tailor made Marketing Mix Powerpoint Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Marketing Mix Powerpoint Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.
This document summarizes a research study on the effectiveness of relationship marketing strategies used by department stores. The study found that customers perceive relationships exist between themselves and department stores due to positive interactions with staff and value-driven relationship marketing strategies. Customer satisfaction is key, as satisfied customers are more likely to become loyal and develop relationships with specific stores. The challenge for department stores is to identify drivers of satisfaction to build positive customer relationships.
Differentiation strategyand impact on business editedCharlesUgwuegbu
This document summarizes a study on differentiation strategy and its impact on business. The study aimed to discuss how differentiation strategy, which provides unique products or services that distinguish a company from its rivals, impacts business performance. The study reviewed concepts of differentiation strategy and how companies can build competitive advantages through differentiation. Examples were provided of companies that successfully used differentiation strategies like unique product quality, features, technology, or branding to increase customer loyalty and charge premium prices. The conclusion was that differentiation strategy is significantly related to improved business performance when companies focus on offering customers superior value through distinctive products and services.
This document provides a situational analysis and marketing plan for a logistics company called *Company Name that is seeking to enter the automotive parts market. It identifies the target markets as aftermarket auto parts retail chains and auto parts wholesalers. A SWOT analysis is presented, noting strengths like expertise and proprietary tracking software, and weaknesses like lack of contacts in the automotive industry. Market trends of offshoring auto parts production driving import growth are examined. Financial projections show growth opportunities in the auto parts market. The marketing strategy focuses on building brand awareness through industry events and magazines to penetrate this new market.
Presentation of a conceptual study on "brand", "global brands" and "global brand management strategies" that covers the basic elements on the brand management.
Example Presentation Of Product PowerPoint Presentation SlidesSlideTeam
Explore our Example Presentation of Product PowerPoint Presentation Slides. Incorporate these PPT slides to evaluate new product ideas strategies and market trends. The new product introduction compete deck comprises of content ready templates such as product ideas screening, understanding customer needs, understanding customer needs, external and internal sources of new product ideas, product roadmap, category analysis, product lifecycle, tools and techniques, BCG matrix, empathy map kano model, market analysis, product market mapping, competitive strategies, market attractiveness, development and manufacturing plans, marketing launch plan, budgeting template, repositioning strategy, building brand preference, marketing and launch cost analysis, product feasibility review, product quality check, launch monitoring dashboard and more. All slides are easy to customize. Users can add or delete content if needed. Demonstrate new product development strategy with this product Introduction PowerPoint visuals. Download NPI Presentation to successfully introduce and market your latest product or service.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
This document discusses new frameworks for marketing in the digital economy. It outlines evolving models of the customer journey from AIDA to the newer 5 A's model of Aware, Appeal, Ask, Act, Advocate. There can be fluctuations along this path if customers skip phases or it follows a spiral pattern. Metrics like awareness, advocacy, purchase action ratio, and brand advocacy ratio are discussed. Potential bottlenecks between phases are identified like low commitment, affinity, attraction or curiosity levels. Strategies to overcome barriers include increasing attraction, optimizing curiosity, and boosting commitment and affinity through customer service, engagement programs, and social interactions.
This document discusses marketing management and new product development. It begins with an introduction to marketing concepts like the marketing mix and marketing orientations. It then covers developing a marketing plan, including performing a situational analysis, setting objectives and strategies, and creating a budget. Product development stages are also summarized, from idea generation to business analysis. The document emphasizes that the goal of marketing is to understand and satisfy customer needs in a profitable way.
Brand management involves applying marketing techniques to specific products, product lines, or brands to increase perceived customer value and brand equity. This can increase sales and profits in several ways such as higher prices, reduced costs, and more efficient marketing. Brand managers are responsible for a brand's profitability and play a broader strategic role than general marketing roles. Good brand names should be legally protected, easy to recognize, suggest benefits, and distinguish the brand from competitors.
Target Corporation is a major American retailer that offers discounted everyday and fashionable merchandise. It uses an integrated cost leadership and differentiation strategy to provide value to customers. Target differentiates itself from competitors like Walmart by marketing itself as "cheap chic" and bringing trends to stores faster. While Walmart is seen as a discount superstore, Target enforces a brand of quality products and high-end affordability. During the economic recession, Target emphasized value more through messages like "Fresh for Less" to address falling sales.
Тарас Круц — Open Social: brand new Drupal 8 distro for building social netwo...LEDC 2016
Досвід роботи спікера в команді нового і амбіційного дистрибутиву на Drupal 8 для різноманітних спільнот та соціальних мереж, про архітектуру, особливості цього проекту та подальші плани.
El documento describe las partes principales del aparato respiratorio y sus funciones. El aparato respiratorio está compuesto por la nariz, faringe, laringe, tráquea, bronquios, pulmones y diafragma. Su función es captar oxígeno del aire e introducirlo en la sangre, y expulsar dióxido de carbono del cuerpo a través de la respiración y el intercambio gaseoso en los pulmones.
This document summarizes how companies can build competitive advantage through downstream activities focused on customers rather than upstream production activities. It discusses how companies can influence customer purchase criteria, accumulate advantage through customer data and network effects, and provide value through solving customer problems rather than just product innovation. It provides examples like Coca-Cola building advantage through brand associations rather than physical assets, and Orica gaining advantage over competitors by gathering blast data to reduce customer risks and costs.
International Journal of Business and Management Invention (IJBMI)inventionjournals
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.
Best Practices in Creating Global Brand for New Products and Ensuring Alignme...Best Practices
In order to develop an effective global branding program for new bio-pharmaceutical products, it is important to ensure brand consistency across all functions and geographies.
Best Practices, LLC undertook research to gather benchmarks on key aspects of the global branding process, including activities, timing, positioning, key message development, regional alignment, agency utilization & cost and the tradename process.
Download Full Report: http://bit.ly/2a1XqUV
This PowerPoint examines the corporate structure of Target in a strategic manor. See how it compares to its competitors and why it is one of the leading retailers in today's society.
Hershey's Ice Breakers Cool Blast Chews Case.Ruben N. Medina
The document discusses a marketing strategy for The Hershey Company's new Ice Breakers Cool Blasts Chews product. It aims to target millennials ages 18-34 and expand brand awareness through social media campaigns, music streaming ads, and on-campus sampling events. A SWOT analysis is provided, highlighting strengths like market share but also weaknesses like low brand awareness. The value proposition emphasizes providing confidence boosts. Recommendations include sponsoring college 5K runs to sample the product and partnering with restaurants to provide samples after meals.
A Marketing Research Proposal for Michael Kors (March 2016)Ashley Peterson
This Marketing Research Proposal was developed for IMC 611 - Marketing Research & Analysis at West Virginia University.
The research proposal was developed to bring Michael Kors a greater understanding of its core customer’s way of thinking to drive future brand strategies focused on rebuilding loyalty and, in turn, driving sales to back to where they used to be prior to MK and similar brands becoming more widely available to the masses and losing their "cool factor".
[Article] How is Experiential Marketing shaping Customer Interaction and the ...Biswadeep Ghosh Hazra
The article describes the impact of experiential marketing on product usage and branding. Experiential Marketing may be defined as a marketing strategy that aims to engage customers into participating in the primary brand experience. Experiential Marketing aims to directly involve customers into active co-creation rather than just being passive respondents. A glaring example of this would be Apple retail stores.
“Marketing is no longer about the stuff you make; but about the stories you tell.” -Seth Godin
This Public Relations Plan was developed for a class that was part of West Virginia University's Integrated Marketing Communications Master's degree program.
Presenting this set of slides with name - Marketing Mix Powerpoint Presentation Slides. We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of seventy four slides. Our tailor made Marketing Mix Powerpoint Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Marketing Mix Powerpoint Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.
This document summarizes a research study on the effectiveness of relationship marketing strategies used by department stores. The study found that customers perceive relationships exist between themselves and department stores due to positive interactions with staff and value-driven relationship marketing strategies. Customer satisfaction is key, as satisfied customers are more likely to become loyal and develop relationships with specific stores. The challenge for department stores is to identify drivers of satisfaction to build positive customer relationships.
Differentiation strategyand impact on business editedCharlesUgwuegbu
This document summarizes a study on differentiation strategy and its impact on business. The study aimed to discuss how differentiation strategy, which provides unique products or services that distinguish a company from its rivals, impacts business performance. The study reviewed concepts of differentiation strategy and how companies can build competitive advantages through differentiation. Examples were provided of companies that successfully used differentiation strategies like unique product quality, features, technology, or branding to increase customer loyalty and charge premium prices. The conclusion was that differentiation strategy is significantly related to improved business performance when companies focus on offering customers superior value through distinctive products and services.
This document provides a situational analysis and marketing plan for a logistics company called *Company Name that is seeking to enter the automotive parts market. It identifies the target markets as aftermarket auto parts retail chains and auto parts wholesalers. A SWOT analysis is presented, noting strengths like expertise and proprietary tracking software, and weaknesses like lack of contacts in the automotive industry. Market trends of offshoring auto parts production driving import growth are examined. Financial projections show growth opportunities in the auto parts market. The marketing strategy focuses on building brand awareness through industry events and magazines to penetrate this new market.
Presentation of a conceptual study on "brand", "global brands" and "global brand management strategies" that covers the basic elements on the brand management.
Example Presentation Of Product PowerPoint Presentation SlidesSlideTeam
Explore our Example Presentation of Product PowerPoint Presentation Slides. Incorporate these PPT slides to evaluate new product ideas strategies and market trends. The new product introduction compete deck comprises of content ready templates such as product ideas screening, understanding customer needs, understanding customer needs, external and internal sources of new product ideas, product roadmap, category analysis, product lifecycle, tools and techniques, BCG matrix, empathy map kano model, market analysis, product market mapping, competitive strategies, market attractiveness, development and manufacturing plans, marketing launch plan, budgeting template, repositioning strategy, building brand preference, marketing and launch cost analysis, product feasibility review, product quality check, launch monitoring dashboard and more. All slides are easy to customize. Users can add or delete content if needed. Demonstrate new product development strategy with this product Introduction PowerPoint visuals. Download NPI Presentation to successfully introduce and market your latest product or service.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
This document discusses new frameworks for marketing in the digital economy. It outlines evolving models of the customer journey from AIDA to the newer 5 A's model of Aware, Appeal, Ask, Act, Advocate. There can be fluctuations along this path if customers skip phases or it follows a spiral pattern. Metrics like awareness, advocacy, purchase action ratio, and brand advocacy ratio are discussed. Potential bottlenecks between phases are identified like low commitment, affinity, attraction or curiosity levels. Strategies to overcome barriers include increasing attraction, optimizing curiosity, and boosting commitment and affinity through customer service, engagement programs, and social interactions.
This document discusses marketing management and new product development. It begins with an introduction to marketing concepts like the marketing mix and marketing orientations. It then covers developing a marketing plan, including performing a situational analysis, setting objectives and strategies, and creating a budget. Product development stages are also summarized, from idea generation to business analysis. The document emphasizes that the goal of marketing is to understand and satisfy customer needs in a profitable way.
Brand management involves applying marketing techniques to specific products, product lines, or brands to increase perceived customer value and brand equity. This can increase sales and profits in several ways such as higher prices, reduced costs, and more efficient marketing. Brand managers are responsible for a brand's profitability and play a broader strategic role than general marketing roles. Good brand names should be legally protected, easy to recognize, suggest benefits, and distinguish the brand from competitors.
Target Corporation is a major American retailer that offers discounted everyday and fashionable merchandise. It uses an integrated cost leadership and differentiation strategy to provide value to customers. Target differentiates itself from competitors like Walmart by marketing itself as "cheap chic" and bringing trends to stores faster. While Walmart is seen as a discount superstore, Target enforces a brand of quality products and high-end affordability. During the economic recession, Target emphasized value more through messages like "Fresh for Less" to address falling sales.
Тарас Круц — Open Social: brand new Drupal 8 distro for building social netwo...LEDC 2016
Досвід роботи спікера в команді нового і амбіційного дистрибутиву на Drupal 8 для різноманітних спільнот та соціальних мереж, про архітектуру, особливості цього проекту та подальші плани.
El documento describe las partes principales del aparato respiratorio y sus funciones. El aparato respiratorio está compuesto por la nariz, faringe, laringe, tráquea, bronquios, pulmones y diafragma. Su función es captar oxígeno del aire e introducirlo en la sangre, y expulsar dióxido de carbono del cuerpo a través de la respiración y el intercambio gaseoso en los pulmones.
Este documento introduce los conceptos básicos de la anatomía y la fisiología. Define la anatomía como la ciencia que estudia las estructuras del cuerpo vivo y sus relaciones, mientras que la fisiología estudia las funciones de los seres vivos. Explica los planos anatómicos, términos de orientación y movimiento, y resume los principales tejidos del cuerpo: epitelial, conectivo, muscular y nervioso.
El documento compara el programa de preescolar y primaria en tres oraciones:
En preescolar, los niños desarrollan pensamiento matemático básico como conteo y reconocimiento de números, y empiezan a resolver problemas mediante estrategias de agregar y quitar. En primaria, el estudio de matemáticas implica el uso de lenguaje aritmético, algebraico y geométrico para interpretar información y medir, resolviendo preguntas donde las matemáticas sean útiles. Tanto en preescolar como en primaria
DDI-RDF Discovery Vocabulary; A Metadata Vocabulary for Documenting Research and Survey Data:
Overview:
- What is DDI?
- Motivation
- Relationships to Vocabularies
- DDI-RDF Discovery Vocabulary
- Conceptual Model
This document provides a guide for attracting affluent buyers to businesses. It discusses targeting high-income customers, as there are over 10 million millionaires in the US currently. The guide outlines different levels of affluence based on income and strategies for understanding how affluent buyers think. It also emphasizes the need to position a business as a unique luxury experience to attract discriminating high-end customers in an increasingly competitive marketplace.
Christine K. Clifford is a certified speaking professional and author who shares her message about finding humor and hope in adversity. She was diagnosed with cancer and learned that laughter can reduce pain and bring others together. Clifford founded The Cancer Club to provide inspirational gifts for cancer patients and raised over $1 million for cancer research. She is the author of six books about coping with cancer through humor and has given her uplifting presentation to many organizations. Clifford helps people face illness and hardship with optimism and laughter.
Advice that I would give to my children if they were 20 years old; a talk to students at Uppsala university on May 13, 2011 with the purpose to inspire them to become Internet entrepreneurs.
El huracán Otto se formó en el Mar Caribe y alcanzó la categoría 2 mientras se desplazaba entre Costa Rica y Nicaragua, causando daños en Panamá e inundaciones en Colombia. En Panamá hubo tres víctimas mortales debido a árboles y deslaves causados por las fuertes lluvias de Otto, mientras que en Colombia se cancelaron vuelos y actividades turísticas en las playas por olas de hasta 5 metros.
Este documento presenta el Manual de Investigación de la Universidad Santo Tomás seccional Tunja. En él se explica la misión institucional de la universidad y cómo la investigación está contemplada en su Estatuto Orgánico, Proyecto Educativo Institucional y otras políticas internas. Además, se detallan los principios, objetivos y funciones de la investigación según la normativa de la universidad, y se brindan orientaciones para la evaluación y presentación de proyectos de investigación.
The student created two versions of a book cover design. For the first version, they took portrait photos and blurry light photos, edited them in Photoshop by changing brightness and contrast, and added text in an alien font. For the second and final version, they illustrated fluorescent stars in Illustrator using glow effects and linked them to form the title like a constellation against a dark background. Additional illustrations were added but removed to keep the cover simple, linking it to mysterious characters in the book.
As relações entre as marcas e as pessoas: um olhar psicanalítico🎯Renatho Sinuma MBA™®🎓
Trabalho de pré-projeto para o Mestrado Profissional Multidisciplinar de Psicanálise, Saúde e Sociedade da Universidade Veiga de Almeida, produzido em 2014.
The document discusses various business challenges faced by manufacturers and retailers such as developing products for specific retailers, extending brands across channels, refreshing brands, and exploring new distribution channels. It then provides examples of solutions developed by R solutions to address these challenges, including developing retailer-specific displays, packaging, and promotions. Specific programs and displays created for clients like TCP, Hydro-Industries, and Hansgrohe are summarized to illustrate how R solutions helps clients expand their businesses.
This document discusses accounts receivable management. It explains that companies rely on both cash and credit sales, but credit sales generate accounts receivable that must be properly managed. An effective credit policy includes setting a credit period, offering discounts, establishing credit standards, and developing a collection policy. The credit policy helps companies recover amounts owed by customers. Accounts receivable limits depend on credit sales and average collection period. Companies monitor receivable positions through aging schedules that track payment timelines for individual customers.
Managers turn individuals' talents into team performance by understanding each person's unique abilities and learning style. Great managers view each role as making a unique contribution and help people strengthen their skills. The basic steps of managing people are to plan goals and scenarios, organize resources and prepare the team, direct the team by cueing their roles, and monitor progress to make adjustments if needed. While challenging, effective people management can boost productivity and be personally rewarding for managers who invest in developing team members' strengths.
This document discusses the use of interactive multimedia as a tool to enhance learning in rural schools. It begins with an introduction and background on the study, which focuses on how multimedia can be used as a method in the teaching process, especially in rural schools where technology is less commonly used compared to urban schools. The study aims to determine if interactive multimedia can help students and teachers improve academic learning and enhance the learning process. The document then reviews relevant literature on multimedia in education, the elements of multimedia, and the impact of technology on education. It establishes a conceptual framework and discusses the research design, population and sample, instrumentation, data collection, and data analysis methods.
Dokumen ini membahas tentang pengertian transportasi sebagai perpindahan manusia atau barang dari satu tempat ke tempat lain menggunakan kendaraan yang digerakan manusia atau mesin, serta membahas faktor-faktor yang mempengaruhi transportasi seperti iklim, ekonomi, teknologi, politik dan sosial. Dokumen ini juga menjelaskan peran teknik sipil dalam pembangunan dan pemeliharaan sarana transportasi serta membagi alat
This document discusses election management solutions that use data-driven decision making and technology. It proposes establishing voter, volunteer, and direct voter connections through mobile apps and social media to capture data, engage constituents, and derive actionable decisions. It also outlines cloud-based solutions to organize campaign activities, establish an online presence, and leverage technology like marketing clouds, social media integration, and mobility solutions to measure performance and communicate objectives. The goal is to use data and technology to empower voters, track sentiment, and help parties and candidates manage their campaigns.
Algorithms and machine learning models can unintentionally learn to classify and control people based on their data. A case study shows how optimizing for click-through rates can lead users to be clustered into "filter bubbles" and have their opinions steered over time without feedback. It is important to be aware of these risks and regulate algorithms' use of personal data to avoid unfairly profiling or manipulating individuals.
El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Brandgym Research Paper - Brand Leadershipdavidnbrandgym
This document summarizes research from Brandgym on what makes a brilliant brand leader. The research found that:
1) Both Marketing Directors and Chief Marketing Officers are seen as extremely important in brand leadership, along with CEOs.
2) The most important qualities of brand leaders are inspiration, passion, and pragmatism. Specifically, creating an inspiring vision, having passion for the brand and consumers, and focusing marketing on growth drivers.
3) Brand leaders need an average of 3.5 years, longer than the average tenure, to have a true impact on a brand through sustained efforts.
This document discusses how brands can fail and provides strategies to prevent failure. It identifies common reasons for brand failure such as overestimating the market size, ineffective promotion, and pricing issues. The document also discusses the concept of branding and defines a brand as a person's gut feeling about a product. It emphasizes the importance of understanding customers and differentiating the brand. Additionally, the document outlines four disciplines of brand building: differentiation, collaboration, innovation, and cultivation.
1. The document summarizes key takeaways from the WPP Stream Commerce conference held in February 2019. Participants from companies like Amazon, Google, Target, and Unilever discussed challenges and changes in commerce.
2. Some of the main topics discussed included the continued importance of physical retail focused on customized experiences, the rise of new methods of product discovery through image and voice, and the growing priority consumers place on experiences over goods.
3. Brands are advised to focus on building intimacy through tailored experiences, scale niches through more targeted outreach, and leverage data to better understand consumers and create more relevant commerce opportunities. Physical retail needs to minimize friction while new discovery channels require brands to test, learn
A brand fails when people's gut feelings about the product or service become negative due to issues like brand memory loss, ego, deception, fatigue, paranoia, or irrelevance. Common reasons for failure include an inappropriate high-level push, overestimating demand, poor positioning, ineffective promotion, misunderstanding the target market, wrong pricing, high costs, underestimating competition, poor timing, misleading research, ignoring research findings, lack of partner involvement, and low margins. Brands can prevent failure by differentiating themselves, collaborating, innovating without predictability, and cultivating character through consistency between strategy and creativity.
The document provides an overview of branding, including definitions of key branding concepts and strategies for building an effective brand identity. It discusses the purpose of branding, tools for developing brand identity such as slogans, colors and logos. It also addresses measuring brand effectiveness and the relationship between brands and reputation. The document contains sections on branding introduction, brand identity, brand equity and case studies of well-known brands.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
The document provides an overview of brand equity including:
1. It defines brand equity as the value customers attach to a brand based on perceptions and associations with that brand.
2. Brand equity can be measured both qualitatively through customer perceptions and associations, and quantitatively through financial valuation methods.
3. Increasing brand equity can be done by strengthening brand loyalty through frequent buyer programs or affinity programs, or by raising price if customers perceive value at the higher price point.
Gain Perspective About How Strong Brands Make More Money
The third issue of Perspectives, Millward Brown’s quarterly publication, is now available to download on iPad and as a PDF, or view online. Read an advance excerpt from The Meaningful Brand, the new book by Nigel Hollis available later this month from Palgrave Macmillan.
If you missed the previous issues, don’t miss this one. In addition to the exclusive preview from The Meaningful Brand - How Strong Brands Make More Money, it’s full of valuable content about the smartphone wars, effectively repurposing TV ads for online use, and what marketers are learning from neuroscience.
This document discusses the essentials of branding, including:
1) The difference between a brand and branding is that a brand exists in people's minds through associations, while branding aims to influence those associations.
2) Starting a branding project requires the right reason, commitment to the brand strategy, focusing on customers, and analyzing the brand's equity to uncover opportunities.
3) Creating a brand involves defining the brand idea, architecture, personality, and experience through elements like the creative brief, verbal and visual identities, and ensuring the brand promise is delivered.
Essentials of Branding - The big Book of Marketingbrandsynapse
The document discusses the essentials of branding, including:
1) Starting a branding project requires having the right reason, commitment, business strategy, and focus on customers. This includes analyzing a brand's equity and identifying opportunities.
2) Creating the foundational signals of a brand including defining the brand idea, architecture, personality, and experience through the creative brief, verbal and visual identities.
3) Managing and measuring a brand's performance by tracking brand strength, value, and delivering on the brand promise.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing target audiences, developing brand positioning, crafting a brand personality, and creating an integrated marketing communications strategy to ensure consistency across touchpoints.
Grayling advantage series part 1 brand resilienceGrayling
This document provides an overview of brand resilience and discusses how organizations can assess risk and identify opportunities to build brand resilience. It introduces the concept of brand resilience as being determined by a brand's visibility and content mix. Visibility refers to how easy a brand is found via search, while content mix refers to the types of content people see about a brand. The document uses examples to illustrate key concepts like brand space visibility versus topic space visibility. It also discusses how organizations can use tools to analyze their brand resilience and conduct risk assessments to identify potential crisis issues and pre-emptively develop responsive content. Finally, it presents a case study of Alton Towers theme park and how a ride incident impacted its brand visibility and content mix.
The document summarizes the findings of a study conducted by T-3 to define and measure the concept of a "useful brand". The study identified 14 elements that consumers use to judge a brand's usefulness, which were divided into relationship (emotional) and performance (functional) categories. Brands were rated on these elements to generate an overall Useful Brand Score and ID profile. The top brand according to the study was Amazon, due to its balanced performance across elements and ability to consistently provide customers what they need. The study aims to help brands better understand how they are perceived in order to focus their efforts on improving usefulness.
This document discusses the evolution of catalogs and marketing strategies. It notes that while some industries have declined, catalogs still provide value as an acquisition and retention tool. What has changed is the increased focus on understanding customers, telling brand stories, and engaging customers across multiple channels. Successful brands will focus on authenticity, empathy, and creating compelling content and campaigns to build excitement and engagement with customers.
This document discusses brand equity and how it is created and measured. It defines brand equity as the total value provided by a brand and discusses how brands can build equity through strong brand awareness, positive customer perceptions and associations, loyalty, and experience. It provides examples of brands with high equity like Apple, Coca-Cola, and Porsche. Brand equity is measured using tools that assess brand strength, differentiation, relevance, esteem and knowledge. Developing strong, favorable and unique brand associations over time is key to building brand equity.
This document summarizes the findings of a survey on brand stretching conducted by the Brandgym. The key findings are:
1) Having a strong core brand and business is critical to successful brand stretching, as it provides relevant equity and business capabilities to leverage in new categories.
2) The most important success factors for brand stretching are a strong core, a differentiated product, sustained marketing investment, and distribution - not just the concept itself.
3) Areas in need of improvement for organizations looking to stretch brands include quickly prototyping ideas, realistic financial evaluation of opportunities, and ensuring the ability to successfully bring ideas to market.
David Taylor is an experienced speaker on branding topics. He has authored several books and runs The Brandgym consulting firm. His speaking topics focus on growing core brands, brand leadership, and brand extensions. Taylor provides practical examples and case studies in an engaging style. He has given presentations to organizations like Unilever, Mars, and The CIM. Feedback from past speeches praised his inspiring and thought-provoking approach. Videos of some of Taylor's talks and his contact information are also included.
Turbo Charge Your Marketing Plan (brandgym paper 4)David Taylor
The document summarizes key findings from a survey of over 150 senior marketing professionals on what makes an effective marketing plan. It found that marketing plans are still important for driving brand and business growth. However, plans could be improved by focusing more on insight, integration across marketing activities over time, and inspiring and aligning the marketing team. The document provides recommendations for creating "Turbo Marketing Plans" with these elements, including using consumer insights, linking activities through brand properties, and involving agencies early on for a collaborative process. Marketing plans should also maintain flexibility to adapt to changes.
Can Social Media Show you the Money? (brandgym research paper 6)David Taylor
This document summarizes research on the role of social media in marketing. Some key findings include:
- Marketers see keeping up with trends as the main driver for social media use rather than hard evidence of its effectiveness. However, most marketers believe social media plays a minor role in business growth.
- Social media has limited reach since over 80% of people were already using brands before interacting with them on social platforms. This means social media plays a limited role in driving new customers.
- Advertising, especially TV, is far from dead and still has a central role for most brands due to its high reach and ability to plan audiences. Social media is better as an amplifier.
- Only
The document summarizes research and advice from marketing directors on how brands can survive and thrive during an economic recession. It identifies two key strategies: 1) Fix fundamentals like following the money, sharpening brand vision, and focusing on core products. 2) Get more impact from marketing budgets by being bold with PR ideas, using all branding assets like packaging to sell, and fueling word-of-mouth from loyal customers. Overall, it argues recessions require focusing deeply on the core brand rather than expanding into new areas.
The document outlines an opportunity to become a partner in an international brand coaching business called the brandgym. As a partner, you would help brand teams create inspiring visions and action plans to grow their brands. You would run your own business with the brandgym's reputation and intellectual capital. The brandgym is seeking experienced brand strategists to join their network as partners and work independently while benefiting from brandgym resources and referrals. Partners keep fees they generate minus a percentage for using the brandgym network.
David Taylor is the founder and managing partner of the brandgym, a network of brand coaches with clients including major companies like Tesco, Unilever, and Mars. He has over 21 years of experience combining brand management, board-level consulting, and an MBA from INSEAD. Taylor is considered one of the world's 50 leading marketing thinkers. He is an experienced speaker who discusses topics related to branding and marketing in an entertaining yet practical style based on his front-line experience and research. Feedback from audiences has praised Taylor for making complex issues accessible and providing new insights.
The brandgym is a network of 8 senior brand coaches that helps "brand change agents" such as CEOs and marketing directors achieve their ambitions by creating inspiring brand visions and growth ideas. The brandgym works with clients' teams to transform businesses through brand-led growth. Coaches have 15-20 years of experience and only work with 2-3 clients at a time to ensure personal, in-depth relationships. The brandgym challenges clients to supercharge their thinking and provides expertise in process design to build team alignment and energy.
2. www.thebrandgym.com
About the research
In this, our 8th global survey, we looked at ‘The Power of Brand Properties’. We wanted to
better understand how important distinctive brand properties are and some of the challenges
in creating, measuring and managing them.
The first part of the research was a survey of 80
senior marketing professionals across Europe,
Africa, Asia, the USA and Latin America, covering
a range of different sectors. The second part of
the research was a study of brand properties
in the ice cream market in partnership with
decode marketing. This illustrates a special
‘implicit’ research method that identifies the
strongest brand properties, those that have
created distinctive ‘memory structure’.
1 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
The Power of
Brand Properties
The brandgym partners
Introduction
We are strong believers in the power of
distinctive brand properties in helping brands
grow, as covered in our latest book,‘Grow
the Core’. These brand properties cover
communication (slogans, characters etc.),
identity (colour, logos etc.) and activation
(sponsorship, promotions etc.).
We wanted to evaluate marketing directors’
real-life experience with brand properties, to
understand how important a driver of growth
they are, and to explore how brand properties
are measured and managed.
In this paper we look at the following areas:
• The Power of Properties: how important are
brand properties in growing the core?
• Property Management: how effectively are
brand properties measured and managed?
• Brand Property Measurement: a real-life
study on ice cream to illustrate how to
measure brand properties. For example,
which of the properties below are strongest
for Magnum*?
* Answers later on!
3. www.thebrandgym.com
2 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
The key role played by brand properties in growing brands and businesses is confirmed by the
marketing directors in our survey. A whopping 83% say brand properties are extremely important
in creating strong brands, with the remaining 17% saying they were important.Why did our
respondents think distinctive brand properties were so important?
First, if properties are distinctively linked to the brand they become ‘iconic assets’ that can help
create standout in a cluttered environment. As one respondent comments,‘Consumers are being
bombarded across many different media channels and brand properties help them recognize the
brand with less effort’. Second, the most powerful properties go beyond recognition to also trigger
brand meaning, as one marketing director observes: ‘A distinctive brand property drives powerful
story-telling, an opportunity to build affiliation and connection.’
Having established that brand properties are important, which of the many types of property are
most commonly used and which are under utilised? See below for the different types of brand
properties we explored. In addition, how long have properties been used for, given that memory
structure takes an estimated two to three years to create?
Part1: The power
of properties
Importance of brand properties
Product/Service Identity
Communication
Activation
17%
83%
Extremely Important
Important
Symbol ShapeColour
Sonic Celebrity Character Slogan
Symbol
4. www.thebrandgym.com
3 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
In terms of types of brand property, logos
(95%) and colours (85%) are the most
commonly used, being essential to a brand’s
identity. Slogans are also used by the majority
of companies.
But there is an opportunity to make use of a
broader set of properties (see below). Less than
half use distinctive shapes, such as Coke’s iconic
bottle, or product ‘reasons to believe’ (RTB)
such as Dove’s ¼ moisturising cream. Finally,
‘sonic branding’ (jingles, music etc.), are used
by a mere 18% of brands.
In terms of consistency, properties related
to brand identity (colour, logo, shape) score
best, with 85%+ used for at least 3 years, the
estimated time needed for memory structure
creation. There is less consistency in slogans
and product RTBs, with only ²⁄³ used for 3 years+
(a number which seems high, based on real-life
project experience!) and activation.
The advantage of characters (e.g. Captain Bird’s
Eye/Iglo, Betty Crocker) over celebrities is shown
by 90% of these lasting 3 years+, compared to
only 25% of celebrities. The latter may go out
of fashion or do something stupid and/or illegal!
(think Luis Suarez,Tiger Woods, Lance Armstrong).
Part1: The power
of properties
Action point: there are opportunities for brands to use of a broader range of
properties, especially sonic branding. Also, brands need to be more consistent
in their use of brand properties to create memory structure.
Usage of properties Consistency of properties
Usage: % using this type of property
Consistency:%usingfor3yearsormore
0%
33%
33% 66% 100%
66%
100%
Identity
Comms/Activation
Product
Sonic Activation
Celebrity
Character
Product R.T.B
Colour Logo
Slogan
Shape
5. www.thebrandgym.com
4 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
Part2: Property
Management
Action point: most companies need a better process for measuring and managing
brand properties. This requires putting in place a well designed quantitative tracking
survey and then ensuring that this is used when making any decisions.
Most companies have agreed which key
brand properties to build (even if earlier
results show that the range of properties
used is limited). However, almost half lack
proper quantitative tracking data to measure
the recall and meaning of these properties
(in our experience, it is much less than
half). Measurement of brand properties still
over-relies on qualitative research (68%).
Qualitative research, and most quantitative
research, focuses on rational consumer
feedback, whereas brand properties work at
an ‘implicit’ level; they help us recognize and
recall brands without rational thinking.
Over half of marketers surveyed say the main reason for changing brand properties is organisational
change, especially changes of marketing director. This premature property changing prevents
memory structure being created. One respondent went as far as saying ‘Many managers destroy
valuable brand properties for their own career benefits. ’A further 20% of people say change is a
judgement call, with a mere 24% saying that a change in brand property is a strategic choice based
on quantitative data. This suggests that even amongst the companies above who have quantitative
data (54%), only half are using it properly!
20%
24% 55%
Organisation change
Strategy using data
Strategy based on
judgement
Main reason for
changing brand
properties
83%
68%
54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Agreed set of key
properties to build
Qual research
on properties
Quant tracking
of properties
Measurement
Changing properties
6. www.thebrandgym.com
5 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
Part3: Brand
Property Measurement
We ran an ‘Iconic Asset Tracker’ (IcAT) study, in partnership with decode marketing consultancy,
to show how to effectively measure brand properties. The study covered ice cream, beer and
cosmetics amongst a representative panel of 1,000 UK consumers. Highlights for Magnum ice
cream are shown here, with full results from all three categories available on request.
Importantly, the study uses an ‘implicit thinking’ approach, where people react to brand properties
in less than a second. This highlights the iconic assets that are truly embedded in memory structure,
as opposed to those recalled only after having thought about it.
Magnum’s most iconic asset is the product shape, with a 93% ‘activation’ score (prompts recall
of the brand); the brand’s distinctiveness is ‘baked in’ to the product itself. Gold core extension also
have strong activation. In contrast, the brand’s slogan,‘For pleasure seekers’, is less strong (41%),
with ¹⁄³ of people linking this to Häagen Dazs. Celebrities score much lower, with the most recent
endorser, Benicio del Toro, scoring a lowly 21%.
The shape of success
Celebrity Slogan Colour Visual Product Shape
0%
33%
66%
100%
7. www.thebrandgym.com
6 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
Part3: Brand
Property Measurement
Action point: we recommend putting in place a brand property tracking system,
like the IcAT study shown here. This should use an‘implicit’ method to tap directly into
memory structure associations.
The power of Magnum’s product is shown by results from the brand’s communication visuals.
Many brands could learn from Magnum’s success, as we saw earlier that less than ½ have a
distinctive shape.
Results on Magnum’s celebrities show the
risk of changing properties, as highlighted
earlier in the paper. Eva Longoria was
used in 2008, six years ago. However,
she has more than twice the brand
activation than Benicio del Toro, who the
brand switched to in 2010. Del Toro was
actually more linked with Häagen-Dazs,
with a 34% activation score!
Product as hero
Chopping and changing
The left image has a much higher activation
score for Magnum, as the product shape and
‘cracking’ is featured. In contrast, the right
image has a low activation score, with ½ of
people mistaking it for Cornetto.
In this second pair of Magnum images,
stronger product link activates the brand
much better than a generic ‘sensual
indulgence’ image.
Strong product link
2008
87% activation
51% activation
93% activation
Weak product link
2010
9% activation
21% activation
61% activation
8. www.thebrandgym.com
6 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
Conclusions
Conclusions
The important role played by brand properties in building strong brands is confirmed by this survey.
The survey also has some clear recommendations on how to best measure and manage these valuable
business assets:
• Harness more properties: whilst brand identity properties are used by most companies, there appears
to be an opportunity to use other properties to boost distinctiveness, including activation and especially
sonic properties, such as music and jingles.
• Proper property management: too many changes in brand property are caused by organisational
changes, especially a change of marketing director. This risks changing properties prematurely,
thus destroying valuable memory structure.
• What gets measured gets done: most companies still lack a proper quantitative process for tracking
the recall and meaning of brand properties, to allow better management of these assets. When putting
in place a tracking system, this needs to use ‘implicit’ research, as highlighted in the example in
this paper.
9. 8 | SEPTEMBER 2014 | BRANDGYM RESEARCH PAPER 8
www.thebrandgym.com
Anne Charbonneau (Benelux/France)
M: +31 611 64 34 07
E: anne@thebrandgym.com
Diego Kerner (Latin America)
M: + 54 (9) 11 5 058 5900
E: diego@thebrandgym.com
Anna Eggleton (UK/Service brands)
M: + 44 (0) 7500 703 368
E: anna@thebrandgym.com
David Taylor (Managing Partner)
M: + 44 (0) 7789 202 564
E: david@thebrandgym.com
David Nichols (Managing Partner)
M: +44 (0) 7787 148 806
E: davidn@thebrandgym.com
Brand Leadership Coaching
www.brandgymblog.com
www.glue-d.co.uk
www.thebrandgym.com |
DESIGNED BY Glue-d Media Ltd |
• The brandgym is a network of 7 senior brand coaches helping companies gain and
retain brand leadership.
• We are leaders in the area of Growing the Core, helping teams focus on their core
business for brand success:
• Creating a clear and compelling brand vision to inspire core business growth.
• Amplifying distinctive brand properties over time through developing ‘turbo charged’
marketing plans.
• Building team energy and alignment through a collaborative, cross-functional process.
• Additional brandgym services include BrandVision to Action and Brand-led Innovation.
• We have a track record of helping leading companies focus on their core business for
brand success, including SAB Miller, Sainsbury’s, LVMH, Danone and Kraft.
• The brandgym works in partnership with decode marketing on brand asset tracking.
Decode are specialists in using implicit research to identify ‘iconic assets’ that are
strongly and uniquely linked to the brand.
Prasad Narasimhan (Asia)
M: +91 9901585005
E: prasad@thebrandgym.com
Silvina Moronta (Latin America)
M: +54 (9) 3436612393
E: silvina@thebrandgym.com