This document discusses various brand strategy concepts including umbrella branding, flanker branding, line extensions, brand extensions, house of brands, and branded house strategies. It provides details on each strategy, including definitions, examples, advantages, and disadvantages. Umbrella branding uses a single brand name for related products, while flanker brands target new customer segments. Line and brand extensions leverage existing brand equity to expand product offerings. A house of brands uses separate brand names, while a branded house markets all products under a single brand name.
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
This series constitutes co-branding and corporate branding, where student will study how the brand partnership and corporate branding can result in making an image in the mind of customers.
Have tried to collate potential growth strategies which can be utilized by product managers to manage growth of products at various stages in the product's lifecycle.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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
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To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Use AI to Write a High-Quality Article that Ranks
Branding strategy
1. Brand Strategy concepts & Types
Umbrella Brand
Flanker Brand
Line Extension and Brand Extension
House of Brand
Branded House
2. To understand brand strategy, one must first understand branding.
In simple terms, branding is the process of quantifying the value and authenticity of
an organization, product, or service. It is a clear set of characteristics, benefits, and
attributes that define a particular brand. Many people are often confused about
branding and marketing.
Branding is what drives marketing because branding is strategic and marketing is
tactical.
In contrast, brand strategy defines rules and guidelines on how, what, where, when
and to whom you communicate your brand messages. A well-defined and executed
brand strategy leads to a consistent brand message, a strong emotional connection
with customers, and higher brand equity.
3. Umbrella Branding / Family Branding
Co-Branding / Complementary branding
Brand Extension
Line Extension
House of Brand
Flanker Brand / fighter branding
Branded House
4. Umbrella branding is also known as family branding is one of the marketing
strategies involving the use of a single brand name for the sale of two or more
related products or services. Umbrella branding is generally practiced by
companies with positive brand equity which means the brand is recognized for its
value in a certain marketplace.
The basic idea behind this strategy is to enhance marketability of products and it
follows the psychological concept that any product that carriers the same brand
name is produced using the same high standards of quality.
Different Brand Extensions
under a single Brand –
Palmolive.
5. This strategy decreases a firms marketing costs due to the consumer brand
association through which consumers already recognize some of the brands, making
new products more simply identifiable.
The market entry for umbrella branded products is comparatively economical since
reputable brands can take benefit of past marketing efforts.
A business benefits from advertising efficiencies since umbrella branding focuses on
the promotion of a one brand rather multiple ones.
Finally, the success of single umbrella branded product may translate to other
products under the similar corporate umbrella due to the positive brand equity.
Advantages:
A key risk of utilizing umbrella branding is that it may be ineffective in promoting new
products if the company does not have strapping brand equity.
Secondly the consumer’s familiarity with one umbrella branded product may affect
their perception of other products and services.
Consequently if one umbrella branded product does not meet or satisfy the consumer's
expectations, the other products sold using the same brand are also likely to suffer.
Thus, the company may face the problem of negative brand equity.
Disadvantages:
6. TATA GROUP
Tata is a multinational multi-brand group. It portraits stability, trust and “Made in
India” philosophy. vehicle manufacturer that started in India. Some of the well
known and trusted companies under Tata umbrella are -
Tata Motors
Tata Consultancy Services
Tata Technologies
Tata Consumer Products
Tata Communication
Tata Chemicals
Tata Power
Tata Mutual Fund
7. A flanker brand is a new brand introduced into the market by a company that already
has an established brand in the same product category.
The new brand is designed to compete in the category without damaging the existing
item’s market share by targeting a different group of consumers.
This strategy, also called fighter branding.
Its brand portfolio is eclectic and contains
brands that suit a massive variety of
categories and needs.
Nestle Cereals – Cherrios and Lion Cereals
Nescafe – Original, Nespresso, Gold,
Cappuchino
Health Drinks – Nesquick, Milo, Boost,
Resource
Nestle
8. Advantages:
Allows a company to interest new customers from various market segments.
Monitors the sales results of various brands.
Gains more space for the company resulting in a much greater dependence of
the retailer on the company's brands.
Makes it possible to offer several brands.
Protects the company through giving a product its own unique name.
Costly Affair - Company has to make a lot of expenditure while launching a product and
if the sales of the product do not happen according to company estimates that it will be
a loss-making proposition because sales of product should at least be able to cover the
costs associated with making and launching of product.
Brand Dilution - Flanker brand product is basically a modified product and does not
offer something new to customers and when the company launches flanker brand of its
popular product than there is a risk that the original brand gets diluted which will have a
negative impact on the overall brand of the company.
Disadvantages :
9. The concept of Product Line Extension can be defined as a business strategy where
the firm plans to expand its established product brand name with the new range of
items in the product category.
The Product Line Extension can be in the form of new colors, forms, shapes, sizes,
flavors, packaging, and ingredients.
The main idea and agenda behind the same are to increase the sales and reach of
the already established product at the market place.
Example
Unilever Glow and Lovely – Multi-vitamins, BB,
Anti-marks, Ayurvedic, Men’s Instant fairness.
Lux – Soft Touch, Velvet touch, Creamy
Perfection, Fresh Splash.
10. When the firm comes up with the business strategy of Product Line Extension, it
attracts the same line of the target audience who are looking out for a variety in
the product category. The strategy elevates the excellent levels of customer
service and overall satisfaction.
With more number of products in a similar line and type, the brand gets more
shelf space in the retail stores. This enhances its market reach and market
share, along with the benefit of brand enhancement.
With the product brand already established in the market and the minds of the
consumers, the firm can save its marketing and promotional expenditure on the
Product Line Extension of the same category.
Advantages:
Disadvantages :
Many a time if the firm is not well researched about the market dynamics and the
evolving tastes of the customers, the Product Line Extension can backfire and affect the
sales and brand value of the original product.
Quite a number of times the marketers go overboard on the front of marketing and
promotional expenditure with the Product Line Extension that adds to the overheads of
the firm.
If the Product Line Extension if not very well received by the target audience, it affects
the brand loyalty and value of the original product.
11. A brand extension is when a company uses one of its established brand names on a new
product or new product category.
The strategy behind a brand extension is to use the company's already established brand
equity to help it launch its newest product.
The company relies on the brand loyalty of its current customers, which it hopes will make
them more receptive to new offerings from the same brand.
Dettol
It Has extended its brand image as antiseptic
product to extend its portfolio to Sanitizer,
Shaving Cream, Bandage, Pain relief spray and
Soaps.
12. Advantages:
Disadvantages :
Extending the brand name too far may lead to a loss of reliability, especially if the
brand extension happens in an unrelated market. Thus, companies have to know
which product categories will work and where they can actually use the brand name.
If the new product is not that great, it may spell trouble for the core brand’s image.
Just because the core brand will lend its brand awareness to the new product, it
doesn’t mean companies don’t have to invest at all. In fact, if they don’t, all their
effort may even have the opposite effect.
They can help the product be easily accepted.
They can also improve the overall brand image.
Consumers’ perceived risk can go down with brand extensions.
Since the company has established the brand name as trustworthy and popular, they can
also increase the interest of consumers and make them consider a new product. That also
leads to better distribution.
Less money spent on introductory and follow-up marketing programmers.
Packaging and labelling are more efficient, as the machines can print out the same labels.
13. There is a single master brand, one trademark followed by descriptive names for
each product/service.
One system (promise, personality, visual and verbal identity) used for all the
products/services that corporate develops.
The parent brand is primarily important only to the investment community.
..1
Examples
14. Lowest risk of spillover effects to other brand in case of product failure.
Freedom to introduce new products as needed.
Development of very clear Brand images.
Presence in different market niches, targeting different audiences.
Advantages:
..2
Most expensive.
Challenging to manage complex portfolio.
Constraints for brand equity.
Every brand needs its own strategy.
Identity and marketing activities is a financial burden.
Success will not be directly attributed to the parent brand.
Disadvantages:
15. Also know as Monolithic branding strategy.
This direction leverages the corporate brand for all offerings.
Streamlines decision-making.
Maximizes resources and leverages brand equity across all products and services.
..1
Examples
16. Easier for consumers to recognize.
It increases brand awareness.
Focusing brand marketing on a single brand strategy and brand image.
Clearest strategy overall.
Least expensive.
Maximizes the Brand Equity.
Advantages:
..2
Any negativity associated with a service/product is attributed to the brand.
Highest risk of dilution.
Constraint for growth within a cohesive portfolio.
Disadvantages: