The document discusses branding strategies for hospitals. It provides quotes from healthcare professionals emphasizing the importance of branding in helping patients recall the hospital name and connecting employees to the brand. Examples of branded hospitals in the US are provided. Specific hospital brands like Wockhardt and Mayo Clinic are examined in terms of their logos, taglines, and approaches to branding. The roles, advantages, and components of strong brands are defined. Steps in strategic brand management and measuring brand equity are outlined.
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
Brand equity refers to the added value endowed to products and services through branding. It is reflected in how consumers think, feel and act towards a brand, and impacts the brand's prices, market share and profitability. Brand equity is an important intangible asset for firms. There are several models for measuring brand equity, including brand asset valuator, Aaker's five categories of brand assets and liabilities, and the Millward Brown brand dynamics model. Building brand equity involves choosing strong brand elements, developing positive marketing programs, and forging associations to other entities. Strong brand equity simplifies consumer decision making and reduces risk.
This document outlines Keller's Customer-Based Brand Equity (CBBE) model for building brand equity. It discusses how brands convey meanings and benefits to influence consumer choice. Quality experiences and brand resonance can positively impact brand equity. Keller's CBBE model examines how consumer learning, feelings, perceptions and opinions become linked to a brand over time through consistent marketing. The strategic brand management process involves developing brand plans, implementing marketing programs, measuring performance, and sustaining equity.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
Brand equity refers to the added value endowed to products and services through branding. It is reflected in how consumers think, feel and act towards a brand, and impacts the brand's prices, market share and profitability. Brand equity is an important intangible asset for firms. There are several models for measuring brand equity, including brand asset valuator, Aaker's five categories of brand assets and liabilities, and the Millward Brown brand dynamics model. Building brand equity involves choosing strong brand elements, developing positive marketing programs, and forging associations to other entities. Strong brand equity simplifies consumer decision making and reduces risk.
The document provides an overview of branding and marketing promotion strategies. It discusses key concepts like brand equity, customer-based brand equity, brand positioning, choosing brand elements, and designing marketing programs to build brand equity. It also covers leveraging secondary brand knowledge, developing brand equity measurement systems, and establishing brand equity management systems. The overall purpose is to explain the strategic brand management process.
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
This document discusses various strategies for managing brands over time, including reinforcing brands through consistent marketing, managing different types of brand concepts, and revitalizing brands that have lost value. It provides examples of how brands have successfully strengthened or regained equity, expanded their reach, and adjusted their portfolios. The key is understanding consumer benefits and finding new ways to increase awareness while staying true to the original brand values.
The document discusses qualitative and quantitative techniques for measuring sources of brand equity and capturing customer mindsets. It describes methods like free association, projective techniques, the Zaltman Metaphor Elicitation Technique (ZMET), and experiential research. Quantitative measures include awareness, image, brand responses, and brand relationships. Comprehensive models of customer-based brand equity are also covered, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV).
This document discusses strategies for brand revitalization. It was presented by several students to their professor. The document defines brand revitalization as a strategy to recapture lost sources of brand equity and establish new sources. It then analyzes several causes of brand decline such as managerial actions, environmental factors, and competitive actions. The document also discusses whether a brand is worth reviving based on its residual brand equity. Finally, it outlines seven avenues for brand revitalization, including increasing usage, finding new uses, entering new markets, repositioning, augmenting products, obsoleting existing products, and extending the brand. Examples are provided for each strategy.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
This document discusses strategies for managing brands over time, including reinforcing and revitalizing brands. It emphasizes maintaining brand consistency through consistent marketing support and protecting sources of brand equity. Revitalizing strategies include expanding brand awareness through increased usage opportunities and improving brand image by repositioning, changing brand elements, tapping into existing equity, or creating new equity. Entering new markets is also proposed as a revitalization option. Adjustments like brand migration, acquiring new customers, and retiring brands are reviewed.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
Branding creates a unique name and image for a product in the consumer's mind. It gives companies a competitive advantage. There are several branding strategies like co-branding, national brands, private brands, and generic brands. Co-branding uses two company's brands on one product. National brands carry the manufacturer's name while private brands carry the seller's name, not manufacturer. Generic brands have no brand name. Brands simplify handling, represent quality, inspire confidence, and are essential for companies to be successful in competitive markets.
Chap 5, designing marketing programme to build brand equityRajesh Kumar
In current time making marketing strategy is as important to put it on branding platform. This slides will give details view about marketing strategy for branding
Regards
Rajesh
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.
This document discusses how brands can leverage secondary associations to build brand equity. It describes several tools for creating secondary associations including co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting third-party sources. While these techniques can help increase awareness and transfer favorable meanings, they also carry risks like loss of control, brand dilution, or negative celebrity actions.
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.
Branding is a process where marketers build long-term relationships with customers by understanding their needs. It involves creating trust in a product through consistent branding elements like the name, logo, and brand promise to deliver a certain experience. Strong brands have advantages like improved perceptions, greater customer loyalty, and the ability to charge higher prices. The brand promise is the marketer's vision for what the brand stands for and how it will benefit customers through everything they see or hear about the business. Key branding elements include the name, promise, personality, and visual associations that represent the brand.
Chapter 1 (introduction to strategic brand management)Jawad Chaudhry
Strategic brand management involves four key steps:
1. Identifying and establishing brand positioning and values through tools like mental maps, competitive frames of reference, and core brand values.
2. Planning and implementing brand marketing programs using techniques like mixing brand elements, integrating activities, and leveraging associations.
3. Measuring and interpreting brand performance with audits, tracking, and equity management systems.
4. Growing and sustaining brand equity through strategies like brand-product matrices, portfolios, expansion, reinforcement, and revitalization.
The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Branding involves endowing products with the power of the brand. Brand equity refers to the added value conferred on products by a brand and is reflected in how consumers think, feel and act regarding the brand. The document presents models of brand dynamics and brand resonance, and discusses how brand equity is built through brand elements, marketing activities and meaning transference.
The document discusses market segmentation and targeting. It defines market segments as groups of customers who share similar needs and wants. Effective targeting requires identifying distinct customer segments, selecting segments to enter, and communicating the benefits of the offering to those segments. Companies can segment markets at different levels from mass markets down to niches and individuals. The key aspects of segmentation covered include geographic, demographic, psychographic, and behavioral segmentation.
The document provides an overview of branding and marketing promotion strategies. It discusses key concepts like brand equity, customer-based brand equity, brand positioning, choosing brand elements, and designing marketing programs to build brand equity. It also covers leveraging secondary brand knowledge, developing brand equity measurement systems, and establishing brand equity management systems. The overall purpose is to explain the strategic brand management process.
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
This document discusses various strategies for managing brands over time, including reinforcing brands through consistent marketing, managing different types of brand concepts, and revitalizing brands that have lost value. It provides examples of how brands have successfully strengthened or regained equity, expanded their reach, and adjusted their portfolios. The key is understanding consumer benefits and finding new ways to increase awareness while staying true to the original brand values.
The document discusses qualitative and quantitative techniques for measuring sources of brand equity and capturing customer mindsets. It describes methods like free association, projective techniques, the Zaltman Metaphor Elicitation Technique (ZMET), and experiential research. Quantitative measures include awareness, image, brand responses, and brand relationships. Comprehensive models of customer-based brand equity are also covered, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV).
This document discusses strategies for brand revitalization. It was presented by several students to their professor. The document defines brand revitalization as a strategy to recapture lost sources of brand equity and establish new sources. It then analyzes several causes of brand decline such as managerial actions, environmental factors, and competitive actions. The document also discusses whether a brand is worth reviving based on its residual brand equity. Finally, it outlines seven avenues for brand revitalization, including increasing usage, finding new uses, entering new markets, repositioning, augmenting products, obsoleting existing products, and extending the brand. Examples are provided for each strategy.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
This document discusses strategies for managing brands over time, including reinforcing and revitalizing brands. It emphasizes maintaining brand consistency through consistent marketing support and protecting sources of brand equity. Revitalizing strategies include expanding brand awareness through increased usage opportunities and improving brand image by repositioning, changing brand elements, tapping into existing equity, or creating new equity. Entering new markets is also proposed as a revitalization option. Adjustments like brand migration, acquiring new customers, and retiring brands are reviewed.
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
Branding creates a unique name and image for a product in the consumer's mind. It gives companies a competitive advantage. There are several branding strategies like co-branding, national brands, private brands, and generic brands. Co-branding uses two company's brands on one product. National brands carry the manufacturer's name while private brands carry the seller's name, not manufacturer. Generic brands have no brand name. Brands simplify handling, represent quality, inspire confidence, and are essential for companies to be successful in competitive markets.
Chap 5, designing marketing programme to build brand equityRajesh Kumar
In current time making marketing strategy is as important to put it on branding platform. This slides will give details view about marketing strategy for branding
Regards
Rajesh
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.
This document discusses how brands can leverage secondary associations to build brand equity. It describes several tools for creating secondary associations including co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting third-party sources. While these techniques can help increase awareness and transfer favorable meanings, they also carry risks like loss of control, brand dilution, or negative celebrity actions.
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.
Branding is a process where marketers build long-term relationships with customers by understanding their needs. It involves creating trust in a product through consistent branding elements like the name, logo, and brand promise to deliver a certain experience. Strong brands have advantages like improved perceptions, greater customer loyalty, and the ability to charge higher prices. The brand promise is the marketer's vision for what the brand stands for and how it will benefit customers through everything they see or hear about the business. Key branding elements include the name, promise, personality, and visual associations that represent the brand.
Chapter 1 (introduction to strategic brand management)Jawad Chaudhry
Strategic brand management involves four key steps:
1. Identifying and establishing brand positioning and values through tools like mental maps, competitive frames of reference, and core brand values.
2. Planning and implementing brand marketing programs using techniques like mixing brand elements, integrating activities, and leveraging associations.
3. Measuring and interpreting brand performance with audits, tracking, and equity management systems.
4. Growing and sustaining brand equity through strategies like brand-product matrices, portfolios, expansion, reinforcement, and revitalization.
The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Branding involves endowing products with the power of the brand. Brand equity refers to the added value conferred on products by a brand and is reflected in how consumers think, feel and act regarding the brand. The document presents models of brand dynamics and brand resonance, and discusses how brand equity is built through brand elements, marketing activities and meaning transference.
The document discusses market segmentation and targeting. It defines market segments as groups of customers who share similar needs and wants. Effective targeting requires identifying distinct customer segments, selecting segments to enter, and communicating the benefits of the offering to those segments. Companies can segment markets at different levels from mass markets down to niches and individuals. The key aspects of segmentation covered include geographic, demographic, psychographic, and behavioral segmentation.
The document discusses market segmentation and targeting. It defines market segments as groups of customers who share similar needs and wants. Effective segmentation requires identifying distinct customer groups, selecting target segments, and establishing the benefits of products for those segments. Segmentation can occur based on geographic, demographic, psychographic and behavioral factors. The document provides several examples of companies successfully targeting niche customer segments.
The document discusses branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Branding involves endowing products with the power of the brand. Brand equity is the added value provided by branding, as reflected in how consumers think, feel and act regarding the brand. Strong brands enjoy advantages like greater loyalty and price premiums. Building brand equity involves identifying brand positioning, implementing brand marketing, measuring performance, and growing brand value over time. Developing a branding strategy requires decisions around brand elements, portfolios, and extensions.
How DMPs Make Connectedness More Personal - An iCrossing Webinar Featuring Fo...iCrossing
To build a connected brand today, interactive marketers are moving away from tactical, transactional approaches toward data-centric strategies to create competitive advantage. Through the use of a data management platform (DMP) brands can now collect, protect, model and transform data into optimized audience profiles that easily integrate into the broader marketing and advertising ecosystem. On Thursday, January 26 at 2:00pm Eastern, we explored how new technologies like data management platforms (DMPs) are transforming the way that interactive marketers apply audience data to their marketing efforts.
The document discusses employer branding as an effective HR tool. It defines employer branding as representing an organization in a way that answers why someone should start and stay working there. The document outlines how to design an employer brand by knowing the organization's strengths/weaknesses, competitors, desired employee profile, and motivating factors. It also discusses aligning the employer brand with the corporate brand and using programs and communication to become an employer of choice.
Monona Chamber of Commerce Fall Seminar: How’s your brand working?ngrbrand
How’s your Brand working? Unleash the Full Power of your Brand - Nancy Resnick and Alan Bergstrom, Brand Insights, Madison WI, spoke about famous companies that successfully deliver their brands and others that have failed due to poor brand management, plus, three keys to brand success that apply to organizations of all sizes.
The document discusses branding and its importance for consumer software companies. It defines what a brand is and explains that a brand is more than just a name, logo, or product. It also discusses how marketing plays a key role in branding through customer segmentation, positioning, messaging, packaging, and communications. Additionally, it highlights the importance of branding across the customer lifecycle from awareness to usage to customer loyalty. The document emphasizes that successful branding starts with the product and requires alignment across marketing, product management, and leadership to deliver on the brand promise.
The report summarizes a study measuring the brand equity of Colgate toothpaste using a modified version of the Winning Brands model. The study measured consumer loyalty, price premium, and brand leveragability for Colgate compared to four other toothpaste brands. It found that Colgate has the highest Brand Equity Index of 6.415, indicating it can best withstand changes in the market. However, Colgate is not the most leveragable brand and can primarily extend to similar oral care products only. Regression analysis showed awareness and health associations most influence Colgate's brand equity.
The document summarizes a study conducted to measure the brand equity of Colgate toothpaste using a modified version of the Winning Brands model of brand equity measurement. The study measured consumer loyalty, ability to charge a price premium, and brand leveragability. It found that Colgate has the highest Brand Equity Index of 6.415 out of 10, compared to indexes of 3.703 for Pepsodent and 2.421 for Dabur. Colgate's strong brand equity is attributed to its high consumer loyalty and ability to charge a price premium, though it is not considered a highly leveragable brand.
Partner Plus Brand Basics Session 2 SlidesCisco Partners
These slides were presented during the Partner Plus Brand Basics Session 2, the focus of this session is on Defining Your Brand, these slides will help you understand the following:
• Creating a brand strategy
• Brand positioning tools
• Practical applications of the strategy
Branding is an often under-utilized tool in the small business owner's tool belt. The methods used to choose and build the brand are not clearly understood leaving a huge marketing opportunity untapped.
Small Business Owners will learn to choose, build and protect the brands they use for their business, products and services. A company's brand can become a very valuable asset if the business chooses it properly and consistently builds it.
- Choosing your names and brands
- Methods for building and using the brand
- How to protect your brands
The document discusses customer relationship management (CRM), enterprise resource planning (ERP), and supply chain management (SCM) systems. It defines each system, describes their business functions and processes supported. Benefits are identified as increased efficiency, customer service and visibility. Challenges include high costs and risks of failure from underestimating complexity. Trends are noted like web-enabled, collaborative and flexible systems.
The document discusses brand strategy and implementation. It covers topics such as defining the customer as the king and queen, maintaining an election day mindset all year long to engage customers, and using the "royal formula" of alignment, attachment, authenticity, and advocacy to create a champion brand. It also addresses developing a brand architecture and taking a holistic approach to executing the brand strategy internally and externally.
Support and Marketing Are Dead. Long Live the Voice of the Customer Marketo
Hear Justin Pirie (Mimecast), Don Baron (Get Satisfaction), and Brian Glover (Marketo) explore how support and marketing can work together to hear, measure, and respond to the voice of the customer.
Combining Digital Media and Customer Interactions for “Connected CRM”SFIMA
The document discusses connecting digital media and customer interactions for effective customer relationship management (CRM). It describes Merkle Inc., a leader in CRM, and their belief that integrating brand and customer focus through domains like information, insights, optimization and targeting can create competitive advantage. The presentation explains how the digitization of media and channels creates an opportunity for CRM in targeting customers across these touchpoints to improve engagement and outcomes.
The document discusses various concepts related to developing marketing strategies and plans, including market opportunity analysis, strategic planning processes, defining strategic business units, SWOT analysis, contents of a marketing plan, value creation processes, and Porter's generic strategies. Key topics covered are identifying market opportunities, conducting situational analysis, setting goals and objectives, developing marketing strategies, creating value for customers, and forms of strategic alliances.
The document discusses content measurement and marketing ROI. It provides examples of how to track engagement, leads, sales, and profit from various marketing initiatives like emails, webinars and nurturing programs. Metrics include reach, engagement counts, marketing expense, cost per lead or engagement. The document also discusses attributing results to multi-touch marketing efforts and optimizing the marketing mix and tactics based on performance data.
Service Marketing and How It Relates To Product ManagementSam Klaidman
A presentation to the Boston Product Managers Association describing the role of Service Marketing, how it fits with the Product Management function, Solutions as a source of Differentiation
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Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
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Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.