This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
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.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
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
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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
2. Flow of Presentation
1) Introduction
2) Meaning
3) Definition
4) Branding types
5) Branding process
6) Branding challenges
6) Importance
7) Advantages
8) Disadvantages
3. 9) Review of the Topic
10) Conclusion
11) Bibliography
4. Introduction
Almost every business has a trading name, from the smallest
market trader to the largest multi-national corporation. Only a
minority of those businesses however, have what could be
classed as a ‘brand’ or a ‘brand name’.
Branding is a word commonly referred to by advertisers and
marketing people, but what does it actually mean, how can
you get it, and most importantly; how will it benefit your
business?
Branding is the basis of every great marketing campaign. Your
branding should stand out, be recognizable and it should be
standard across all forms of advertising and communication.
This is something that is often overlooked by most businesses,
especially small business or new businesses just starting out.
5. Branding is about creating an affinity between your product or
service and the people that benefit from its use.
The terms 'brand' and 'branding' can be integral to a business'
success - but what exactly do they mean? Does your business
have a brand, and does it need one?
Branding gets right to the core of your business' values. It is
about discovering and communicating the essence of your
business and what it delivers to your customers. In effect, your
brand creates your business' reputation and its 'personality'. A
strong brand can make your business stand out from the
crowd, particularly in competitive markets.
6. what branding is, how it works and how you can use it to help
improve your business. It shows you how to create a brand,
how to budget for it and the different techniques of managing a
brand. You will also find out what the key elements of
branding are, how branding applies to different business
sectors and the impact design can have on branding.
7. Meaning
Branding is all about trust. In general, that means that
any prospective client will choose your brand over a similar.
How a company 'positions' a brand is not necessarily how the
consumer perceives that brand. Brands allow marketers to add
meaning to products and services, but it is consumers who
ultimately determine what a brand means. The sources of
brand meaning are many and varied, as are the ways in which
meanings become attached to brands.
8. Branding is a commonly used trade practice by
manufacturers of consumer and industrial goods. Branding
means giving an attractive name or symbol to the product by
which it will be identified in the market and remembered by
traders and consumers. A brand means a name, term, symbol,
mark, design or picture put on the product itself. It is an
identification market stamp.
It gives independent status and identity to a product.
9. Definition
1) “Words, letters, or symbols that make up a name used to
identify and distinguish the firm’s offerings from those of its
competitors.”
2) According to Kotler and Armstrong: “ A brand is a
name, term, sign, symbol, or design, or a combination of these
identifies the maker or seller of a product or service.”
3) According to Roy H. Williams, :“Branding is simply
attaching something to your name. A brand is the sum total of
all the mental associations, good and bad, that are triggered by
a name.”
10. 4) “Branding simply involves developing and consistently
communicating a group of positive characteristics that
consumers can identify with and relate to your name.”
5) According to Mud Valley: "Branding is the creation,
development and maintenance of a mutually-valuable
relationship with a strategically selected group of customers,
through the medium of a fresh and compelling elaborated
proposition that is delivered consistently over time by an
artificial personality.”
6) Branding is the art of becoming knowable, likable and
trustable.
11. Types of branding
1) Corporate branding : Making the promise of quality
products, service, and delivery to customers. The intent is to
attract new customers and create loyalty in past
customers. Corporate branding is nothing new; it’s been
around as long as competition between businesses has existed.
2) Employer branding : Focusing on employees to
understand the vision, mission, goals, products, and services
of the company. It is designed to educate employees in order
for them to uphold the corporate brand to their customers.
12. 3) Cause Branding : Attempting to attract customers by
associating the company with a cause or purpose that potential
customers would find beneficial to their personal goals or in
line with their values. This might be a percentage contribution
of company sales to charitable organizations or donations to
nature and wildlife preservation councils.
4) Co-Branding : Becoming more familiar to the consumer all
the time. These include, for example, mini-marts attached to
gas stations, banking facilities within grocery stores, and
Laundromats attached to anything from bowling alleys to
family entertainment centers. This branding falls in the “one-stop
shopping” category.
13. 5) Spirit Branding : Hit the consumer market big time by
selling soft drinks with the slogan of I’d like to teach the world
to sing . . . . It’s that “get a good feeling” from using our
product approach. The world looks brighter and things just go
better when you start your morning off with our product.
6) Community Branding – Showing the collective good a
company can do for the community in which it and its
employees reside. This branding can include company and
employee outreach programs to help the needy, support the
elderly, contribute to public education, or provide emergency
relief and jobs for the unemployed. It’s a promise to the people
in the community that this company will be a beneficial
partner to them.
14. 7) Culture branding : Another method of branding,
branding to employees may be something new to consider in
waging war against sagging morale and high employee
turnover. Culture branding is making promises to employees
concerning their working environment and relationship to their
leaders and managers. In this case, “promises” are different
from guarantees and opportunities in that they are offered free
of encumbrances other than taking advantage of them through
either purchase and use or employment agreement.
15. Branding process
clearly define the target audience.
understand the target customer.
understand the competition.
design compelling brand intent.
identify key leverage points in customer experience.
execute the branding strategy.
establish feedback system.
16. Branding challenges
1]. Brand decision : To brand or not to brand ?
2]. Brand sponsor decision.
3]. Brand quality decision.
4]. Brand name decision.
5] Brand extension decision.
6]. Multi Brand decision.
7]. Brand repositioning decision.
8]. Branding strategies
17. Importance
“successful branding is a process that generates revenue that
cannot be counted, it creates a reputation that is felt not seen, it
is an asset that one cannot show on a balance sheet.”
1) Branding creates favorable images of the product.
2) Favorable branding facilitates sales promotion in specific
segments or in the whole market available for the product.
3) It helps the advertiser to face market competition and brand
wars effectively.
4) Branding helps receiving of customer acceptance.
5) It helps in creating consumer loyalty and winning their
confidence.
6) It increases popularity and prestige.
18. 7) Importance of Branding your Business:
From the point of view of a business, the process of branding
involves making of a trademark and a good name. A
registered trademark and a name ensures individuality and
uniqueness of a particular product or family of products. The
primary advantage of branding is that it is safeguarded from
unlawful activities and at the same time, it is also a way of
developing a good reputation in the market.
8) Importance of Branding in Marketing:
In the field of marketing, the brand name plays an important
role as it helps the people to promote the brand name and its
merits quite easily.
19. 9) Importance of Branding in Advertising:
Advertising is often considered to be a part of marketing
however, branding a particular product helps the advertisers
to provide attractive logo and advertisements. As a brand
name can never be copied, advertisers face lesser heat from
unauthenticated advertisements, effectively, their
advertisement creation gets protected.
20. Advantages of branding
1) Wide market: A manufacturer gets national market due to
branding as consumers support branded products extensively.
He can even create a special demand for his brand through
sales promotion techniques.
2) Effective publicity: Branding and advertising go together.
Branded goods can be advertised effectively. This bring
popularity to products and raises sales. It is possible to create
monopoly in the market for branded goods. Consumers
remember their favorite brands and purchase products on
brand names. Branding is also useful for making advertising
campaign effective.
21. 3) Support from traders in marketing: Traders are
interested in selling branded goods due to various advantages
like regular demand and quick sale. This enables a
manufacturer to capture the market and secure more profit.
4) Control on marketing: A manufacturer can maintain
effective control on the marketing of branded goods. This is
possible as quality, price, etc., are fixed by the manufacturer
himself and middlemen are not given any scope for unfair
practices like adulteration and price rise. Thus manufacturer
gives protection to consumers in the case of branded goods.
5) Reputation to manufacturer: A well promoted brand earns
reputation in the market and builds up a bright image of his
organization around the brand. It enables a manufacturer to
make national advertisement and create popularity at the
national level.
22. 6)Product differentiation and independent status: A
manufacturer can give independent status to his product
through branding. A brand suggest individual distinctive
features of the product. Due to branding, a manufacturer is in a
position to isolate his product from those of others (i.e.,
competitors) and then make it popular in the market.
Branding facilitates product differentiation it gives specific
identify to a product which makes the product different from
other identical products. For example, “Lux” as a brand/
trademark makes it different from other soaps available in the
market.
7) Stability to sale: branded goods provide stable sale over a
long period. This is due to loyalty and confidence of consumers
in the case of branded goods. Consumers always give support
to branded goods.
23. 8) Introduction of new products: A manufacturer of a
popular brand article can bring supplementary or even a new
product in the market easily, quickly and with confidence. this
facilitates easy extension of product line.
9) Limited dependence on middlemen for marketing:
Branded goods require limited salesmanship at the retailer
level. These goods have support from consumers and
naturally the manufacturer is not at the mercy of middlemen
for marketing.
24. Disadvantages
1) Cost:
If you wish to create and maintain a strong brand presence, it
can involve a lot of design and marketing costs. A strong
brand is memorable, but people still need to be exposed to it,
this often requires a lot of advertising and PR over a long
period of time, which can be very costly.
There are also costs involved with the creating of a brand
image or logo (Paying for a designer, printing new
letterheads/business cards etc.), and although most of these
are only one off costs, they are still relatively large for most
small businesses.
The exposure of your brand can be left to word of mouth, this
will save you money, but will also greatly slow down the
exposure your brand receives.
25. 2) Impersonal:
One of the main problems with many branded businesses is
that they lose their personal image. The ability to deal on a
personal basis with customers is one of the biggest advantages
small business have, and poorly designed branding could give
customers the impression that your business is losing its
personal touch.
3) Fixed Image:
Every brand has a certain image to potential customers, and
part of that image is about what products or services you sell.
If you are known for selling just one product, and you want to
sell another product, will you be able to do so effectively? If
you sell computers, would your brand name be suitable for
selling vacuum cleaners? If your brand is focused too strongly
on one product, it can limit your ability to sell other products.
26. 4) Timescale:
The process of creating a brand will usually take a long
period of time. As well as creating a brand and updating your
signs and equipment (e.g. Stationary, vehicles etc.), you need
to expose it to your potential customers.
It is commonly shown that people need to see an advert at
least three times before they absorb it, which means you will
need to advertise and promote the brand for a considerable
amount of time before it will become well known.
27. Conclusion
Branding is a promise made to the customer that will deliver
values beyond expectation. Branding can be rational or
irrational. Customers buy brand not only for the intrinsic
values associated with it but also because the brand has
surprised them in the past with newer and more novel
experiences. Effective branding promotes loyalty to your
business and your products and service.
Brand really is about fact and emotion. It’s about what you
deliver and the emotional attributes associated with it. This
emotional measure increases as the world becomes more visual,
more digital, and more connected. The ability of your personal
brand to suggest a strong, positive feeling is a key element of
your brand’s equity.
28. When creating a brand, you must be careful not to lose the
image of personal service. Every branding must show the
correct image that you want your customers to see.
29. Review of the Topic
1) Introduction
2) Meaning
3) Definition
4) Types of Branding
5) Branding process
6) Branding challenges
7) Advantages
8) Disadvantages
9) Conclusion
30. Bibliography
1) Introduction of Marketing
- N.G. KALE
- M. AHMED
- Vipul prakashan
2) Marketing Management
- Philip Kotler
Prentice Hall of India Pvt.
New Delhi
31. 3) Marketing management
- Douglas j. dalrymple
- Leonard j. persons
4) Marketing communications
By:- Jim Blythe