The document discusses the importance of brand asset management and provides strategies for effectively managing a brand. It outlines key steps including formally linking business and brand strategy, creating a unique brand identity and clear positioning, strategically extending the brand, building a strategic brand architecture, evaluating and aligning all brand touchpoints, and consistently delivering the brand message. The document uses various company examples to illustrate concepts like developing an aspirational identity, crafting an effective positioning statement, determining when and how to extend a brand, and leveraging a flexible brand architecture.
This document discusses managing products, product lines, brands, and packaging. It covers objectives, components of market offerings, the five levels of products, consumer goods classifications, aspects of product mix like width, length and depth. It also discusses product line strategies like stretching, filling and modernization. Brand decisions and strategies are examined including what a brand is, levels of brand equity, and branding, brand naming, and repositioning decisions. Packaging and labeling functions are also reviewed.
This document discusses what makes a strong brand. It defines a brand as the sum of thoughts and feelings about a company, service or product. A strong brand adds value to a company, requires less persuasion of customers, builds trust and lasting relationships, cuts through marketplace clutter, and can command a premium. While a company can influence a brand, it does not have full control. The document outlines how branding is used to create emotional attachment and discusses the importance of a unique selling proposition and brand values that connect with customers. It notes that a brand's position and equity can be built over time but also damaged quickly through issues like poor quality or customer service.
Here is the complete report of how to make brand and how to make strong brands in the market .
Hit like if you love this report
and if you are in search of presentation about same topic then you can take it from my collection.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
Whether you're a startup or a Fortune 500 company, building a strong brand is vital. This presentation gives an overview of the three parts of a brand and how to strengthen each. This version was presented to Yale Entrepreneurial Institute's Innovator's Toolkit series on October 28, 2016.
A brand is more than just a product or logo - it is the identity and reputation that differentiates a company's offerings from competitors. Building a strong brand is important for both large multi-national companies and small businesses alike. Key aspects of developing a brand include selecting a memorable name, developing consistent branding and messaging, committing resources to build brand awareness over time, and measuring the return on branding investments through customer loyalty and perceptions.
The document discusses the importance of brand asset management and provides strategies for effectively managing a brand. It outlines key steps including formally linking business and brand strategy, creating a unique brand identity and clear positioning, strategically extending the brand, building a strategic brand architecture, evaluating and aligning all brand touchpoints, and consistently delivering the brand message. The document uses various company examples to illustrate concepts like developing an aspirational identity, crafting an effective positioning statement, determining when and how to extend a brand, and leveraging a flexible brand architecture.
This document discusses managing products, product lines, brands, and packaging. It covers objectives, components of market offerings, the five levels of products, consumer goods classifications, aspects of product mix like width, length and depth. It also discusses product line strategies like stretching, filling and modernization. Brand decisions and strategies are examined including what a brand is, levels of brand equity, and branding, brand naming, and repositioning decisions. Packaging and labeling functions are also reviewed.
This document discusses what makes a strong brand. It defines a brand as the sum of thoughts and feelings about a company, service or product. A strong brand adds value to a company, requires less persuasion of customers, builds trust and lasting relationships, cuts through marketplace clutter, and can command a premium. While a company can influence a brand, it does not have full control. The document outlines how branding is used to create emotional attachment and discusses the importance of a unique selling proposition and brand values that connect with customers. It notes that a brand's position and equity can be built over time but also damaged quickly through issues like poor quality or customer service.
Here is the complete report of how to make brand and how to make strong brands in the market .
Hit like if you love this report
and if you are in search of presentation about same topic then you can take it from my collection.
A startup’s guide to brand strategy: 4 steps to bootstrap human-centered desi...Startupbootcamp
This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding.
Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan)
Workshop Philosophy:
Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand.
Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.
Whether you're a startup or a Fortune 500 company, building a strong brand is vital. This presentation gives an overview of the three parts of a brand and how to strengthen each. This version was presented to Yale Entrepreneurial Institute's Innovator's Toolkit series on October 28, 2016.
A brand is more than just a product or logo - it is the identity and reputation that differentiates a company's offerings from competitors. Building a strong brand is important for both large multi-national companies and small businesses alike. Key aspects of developing a brand include selecting a memorable name, developing consistent branding and messaging, committing resources to build brand awareness over time, and measuring the return on branding investments through customer loyalty and perceptions.
Brand Association PowerPoint Presentation SlidesSlideTeam
This PPT deck displays thirty slides with in depth research. Our Brand Association PowerPoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Brand Association PowerPoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement. http://bit.ly/31C2QR7
here is the well designed presentation with rich content about how to make brand and how to make strong brands.
I know you will like it.
Dont forgot to like it if you love this presentation.
I you are in search of a docx file of same topic then can check it from my collection
This document discusses the creation of a luxury brand. It begins by defining luxury and luxury brands, noting that luxury involves great expense and comfort. It then discusses some of the largest luxury goods producers like LVMH. It explores the birth of luxury brands and how advertising expenditure is typically 5-15% of sales revenue. The document then examines rational and emotional aspects of luxury brands and different luxury sectors. It outlines eight pillars of luxury branding: performance, pedigree, paucity, persona, public figures, placement, PR, and pricing. Finally, it provides insights into marketing luxury brands in India, including that Indian consumers are brand conscious but price sensitive and have high expectations of service.
This document discusses customer-based brand equity (CBBE) of Amazon.com. It outlines Keller's CBBE model, which assesses brand equity based on customer mindset. The model examines brand salience, performance, imagery, judgment, feeling, and resonance. Developing CBBE for Amazon requires building positive customer experiences and associations with the brand. Benefits of strong CBBE include greater loyalty, price premiums, communication efficiency, and licensing opportunities.
The document discusses branding and brand strategy. It defines branding as creating a total experience using communication channels to forge an emotional connection. Brand strategy is managing the total experience by knowing who you are, what you're saying, and your market position. Branding builds loyalty in customers and employees and leads to increased company value, sales, lead generation, and cost and time savings. Developing a brand involves brand messaging like mission/vision statements and brand positioning, as well as brand presentation through materials and touchpoints like websites, spaces, print, and broadcast media. Case studies show branding leading to increased company value through acquisition, higher sales through new locations, and cost savings over time.
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Core Brand Value PowerPoint Presentation SlidesSlideTeam
This deck consists of total of twenty nine slides. It has PPT slides highlighting important topics of Core Brand Value PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2OytHZf
This document discusses branding and how brands have evolved over time from simply identifying livestock to differentiated consumer products to today's focus on delivering positive customer experiences. It outlines the key elements of an effective brand platform, including mission, vision, values, personality, and positioning. A strong brand platform guides an organization to deliver a consistent brand experience and voice that meets customer needs in a unique way.
This document discusses brand tracking, which is a way to continuously measure how key variables related to a brand are developing over time. These variables can include brand awareness, preference, and usage. The document provides examples of questions that can be asked in a brand tracking interview or survey to measure these variables. It discusses tracking product brands, corporate or family brands, and brands globally. Brand tracking data can show the top of mind and in mind brands for awareness, preference, latest purchases, and advertisement awareness. This allows brands to monitor their performance and the consumer consideration set over time.
Brand Value Powerpoint Presentation SlidesSlideTeam
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with thirty slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Value PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization. http://bit.ly/2SnF7jt
This document discusses key aspects of managing brand equity, including brand loyalty, brand awareness, perceived quality, and brand associations. It defines each element and explains their strategic value. Brand loyalty refers to customer attachment and likelihood to switch brands. Brand awareness relates to a customer's ability to recognize or recall a brand. Perceived quality is a customer's view of a product or service's quality relative to alternatives. Brand associations are anything linked to a brand in a customer's memory. The document emphasizes managing these elements to enhance brand equity over time.
This ppt includes the meaning of brand & brand equity, its significance, components, Keller's brand equity models and process of developing brand equity
This document discusses establishing a unique brand visual identity. It covers defining brand visual identity, the importance of consistency across touchpoints, challenges with maintaining consistency at scale, and a framework for building visual identity. The framework involves 4 stages: being native to each platform, relevant to the target audience, differentiated from competitors, and with aligned visuals across channels. It also provides resources for brands to develop strong visual identities.
Brand equity is defined as the marketing effects that are uniquely attributable to a brand, such as differences in consumer responses. Consumer-based brand equity arises from the differential effect that brand knowledge has on how consumers respond to the marketing of that brand. A brand must create strong, favorable, and unique associations with customers for brand equity to exist, which is reflected in customer perceptions, preferences, and behaviors related to the brand. Models for measuring brand equity include the BrandAsset Valuator, BrandZ, and Brand Resonance Model, which all analyze components such as brand differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments, and feelings.
Customer Based Brand Equity PowerPoint Presentation SlidesSlideTeam
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of thirty slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Customer Based Brand Equity PowerPoint Presentation Slides complete deck. http://bit.ly/2SllQ2e
This document introduces the BrandStarsTM and ProductPlanetsTM framework for mapping brand and product portfolios. It defines key elements used to describe brands (BrandStarTM) and products (ProductPlanetTM) within the system. These include brand attributes like BrandCore and measures of brand performance. The framework represents brands as stars and products as planets orbiting them. It can be used to evaluate how well products fit within brands and to track brand performance over time against competitors. Examples of Volkswagen and Apple brand maps are provided to illustrate how the system can be applied.
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's goods or services and distinguishes them from competitors. A brand provides several roles like identifying the maker, simplifying product handling, organizing accounting and offering legal protection. Branding is the process of endowing products with brand power, while brand management involves managing empowered brands. Strategic brand management identifies brand positioning through a unique identity and implements brand marketing and measurement of performance and value over time. Key aspects discussed include brand identity, positioning, equity and their measurement.
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
Brand Association PowerPoint Presentation SlidesSlideTeam
This PPT deck displays thirty slides with in depth research. Our Brand Association PowerPoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Brand Association PowerPoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement. http://bit.ly/31C2QR7
here is the well designed presentation with rich content about how to make brand and how to make strong brands.
I know you will like it.
Dont forgot to like it if you love this presentation.
I you are in search of a docx file of same topic then can check it from my collection
This document discusses the creation of a luxury brand. It begins by defining luxury and luxury brands, noting that luxury involves great expense and comfort. It then discusses some of the largest luxury goods producers like LVMH. It explores the birth of luxury brands and how advertising expenditure is typically 5-15% of sales revenue. The document then examines rational and emotional aspects of luxury brands and different luxury sectors. It outlines eight pillars of luxury branding: performance, pedigree, paucity, persona, public figures, placement, PR, and pricing. Finally, it provides insights into marketing luxury brands in India, including that Indian consumers are brand conscious but price sensitive and have high expectations of service.
This document discusses customer-based brand equity (CBBE) of Amazon.com. It outlines Keller's CBBE model, which assesses brand equity based on customer mindset. The model examines brand salience, performance, imagery, judgment, feeling, and resonance. Developing CBBE for Amazon requires building positive customer experiences and associations with the brand. Benefits of strong CBBE include greater loyalty, price premiums, communication efficiency, and licensing opportunities.
The document discusses branding and brand strategy. It defines branding as creating a total experience using communication channels to forge an emotional connection. Brand strategy is managing the total experience by knowing who you are, what you're saying, and your market position. Branding builds loyalty in customers and employees and leads to increased company value, sales, lead generation, and cost and time savings. Developing a brand involves brand messaging like mission/vision statements and brand positioning, as well as brand presentation through materials and touchpoints like websites, spaces, print, and broadcast media. Case studies show branding leading to increased company value through acquisition, higher sales through new locations, and cost savings over time.
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Core Brand Value PowerPoint Presentation SlidesSlideTeam
This deck consists of total of twenty nine slides. It has PPT slides highlighting important topics of Core Brand Value PowerPoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation. http://bit.ly/2OytHZf
This document discusses branding and how brands have evolved over time from simply identifying livestock to differentiated consumer products to today's focus on delivering positive customer experiences. It outlines the key elements of an effective brand platform, including mission, vision, values, personality, and positioning. A strong brand platform guides an organization to deliver a consistent brand experience and voice that meets customer needs in a unique way.
This document discusses brand tracking, which is a way to continuously measure how key variables related to a brand are developing over time. These variables can include brand awareness, preference, and usage. The document provides examples of questions that can be asked in a brand tracking interview or survey to measure these variables. It discusses tracking product brands, corporate or family brands, and brands globally. Brand tracking data can show the top of mind and in mind brands for awareness, preference, latest purchases, and advertisement awareness. This allows brands to monitor their performance and the consumer consideration set over time.
Brand Value Powerpoint Presentation SlidesSlideTeam
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with thirty slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Value PowerPoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization. http://bit.ly/2SnF7jt
This document discusses key aspects of managing brand equity, including brand loyalty, brand awareness, perceived quality, and brand associations. It defines each element and explains their strategic value. Brand loyalty refers to customer attachment and likelihood to switch brands. Brand awareness relates to a customer's ability to recognize or recall a brand. Perceived quality is a customer's view of a product or service's quality relative to alternatives. Brand associations are anything linked to a brand in a customer's memory. The document emphasizes managing these elements to enhance brand equity over time.
This ppt includes the meaning of brand & brand equity, its significance, components, Keller's brand equity models and process of developing brand equity
This document discusses establishing a unique brand visual identity. It covers defining brand visual identity, the importance of consistency across touchpoints, challenges with maintaining consistency at scale, and a framework for building visual identity. The framework involves 4 stages: being native to each platform, relevant to the target audience, differentiated from competitors, and with aligned visuals across channels. It also provides resources for brands to develop strong visual identities.
Brand equity is defined as the marketing effects that are uniquely attributable to a brand, such as differences in consumer responses. Consumer-based brand equity arises from the differential effect that brand knowledge has on how consumers respond to the marketing of that brand. A brand must create strong, favorable, and unique associations with customers for brand equity to exist, which is reflected in customer perceptions, preferences, and behaviors related to the brand. Models for measuring brand equity include the BrandAsset Valuator, BrandZ, and Brand Resonance Model, which all analyze components such as brand differentiation, relevance, esteem, knowledge, presence, performance, advantage, bonding, salience, imagery, judgments, and feelings.
Customer Based Brand Equity PowerPoint Presentation SlidesSlideTeam
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of thirty slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Customer Based Brand Equity PowerPoint Presentation Slides complete deck. http://bit.ly/2SllQ2e
This document introduces the BrandStarsTM and ProductPlanetsTM framework for mapping brand and product portfolios. It defines key elements used to describe brands (BrandStarTM) and products (ProductPlanetTM) within the system. These include brand attributes like BrandCore and measures of brand performance. The framework represents brands as stars and products as planets orbiting them. It can be used to evaluate how well products fit within brands and to track brand performance over time against competitors. Examples of Volkswagen and Apple brand maps are provided to illustrate how the system can be applied.
The document discusses the importance of developing a clear brand strategy to build and sustain a powerful brand over time. It defines what a brand strategy is and outlines the key components of an effective brand strategy process, including conducting a brand audit, developing target insights, performing competitive assessments, crafting a brand positioning statement, defining the brand personality, and planning brand execution touchpoints. Developing a brand strategy helps ensure consistency in how the brand communicates its message and is experienced by customers.
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's goods or services and distinguishes them from competitors. A brand provides several roles like identifying the maker, simplifying product handling, organizing accounting and offering legal protection. Branding is the process of endowing products with brand power, while brand management involves managing empowered brands. Strategic brand management identifies brand positioning through a unique identity and implements brand marketing and measurement of performance and value over time. Key aspects discussed include brand identity, positioning, equity and their measurement.
The document provides an overview of developing an institutional brand strategy. It defines what a brand is and is not, explaining that a brand represents all associations and experiences rather than just logos or advertising. It outlines key aspects of developing a brand strategy including defining the brand, positioning it competitively, developing brand claims, and creating a brand platform. The document uses the example of Fielding Graduate University to illustrate how it analyzed its competitive landscape and priorities to develop a distinctive brand claim and positioning strategy.
The document discusses three models for brand planning: the brand positioning model, brand resonance model, and brand value chain model. The brand positioning model focuses on developing unique brand points-of-difference and shared points-of-parity to guide brand strategy. The brand resonance model describes building customer-based brand equity through six hierarchical levels. The brand value chain model traces how marketing expenditures create brand value at different stages.
A firm can develop an effective positioning by defining its brand's value proposition, points of parity and difference compared to competitors, and creating a concise brand mantra. Marketers identify competition by analyzing their market share, brand awareness, and customer preference. Brands are successfully differentiated by offering desirable attributes that competitors cannot match, through elements like employees, channels, image and services. For small businesses, positioning requires emphasizing uniqueness and fit within niche markets.
Does the concept of a brand exist in politics?
Link to videos
http://www.domovod.info/entry.php?106
I say YES - because a brand is fundamentally about a set of values and a long term relationship between a company and customer. That company can provide goods or services - and the services can be political.
I think that the concept of brand and especially brand management and brand equity might be more relevant in politics than anywhere else.
I have made a series of three videos.
Part 1: The basics of brands in business
https://www.youtube.com/watch?v=UzS3jUywcQk
Part 2: Does the phenomenon of brands exist in politics?
https://www.youtube.com/watch?v=HSi6Pu4qVlE
Part 3: Brand management in politics
https://www.youtube.com/watch?v=tvotlu4wpv8
This set of slides includes the slides from all three videos
This document provides information on marketing strategies and concepts including segmentation, targeting, positioning, differentiation, value propositions, the marketing mix (product, price, place, promotion), and conducting marketing analysis using tools like the 5Cs and SWOT analysis. The document emphasizes understanding customers, competitors, context, and creating value through marketing in order to achieve business goals.
The document discusses key concepts in brand management including customer-based brand equity (CBBE), brand positioning, target markets, and points of parity and difference. It describes CBBE as the differential effect of brand knowledge on consumer response. Brand positioning is defined as designing an offer and image to occupy a distinct space in the target customer's mind. Key steps in positioning are identifying the target customer, competitors, similarities to competitors, and differences from competitors. Core brand values and brand mantras that capture the spirit of positioning are also discussed.
This document discusses key concepts related to brand equity, brand positioning, and product life cycles. It defines brand equity as the added value provided to products and services by a brand, in terms of how consumers think and act towards the brand. Brand positioning is developing a specific place for a brand in consumers' minds within a target market. The document outlines steps to positioning a brand, including defining category membership and choosing points of parity and difference. It also discusses strategies for different stages of a product life cycle, such as introducing, growing, sustaining, and declining products.
Digital marketing certification provides an overview of digital marketing concepts and tactics. It discusses that marketing is about building relationships through dialogue rather than just generating transactions. The document then outlines key digital marketing strategies like search engine optimization, content marketing, social media marketing, email marketing, and more. It also discusses how to develop content marketing strategies, choose the right social media channels, and consider regulations and measurements for digital marketing efforts. The document provides a high-level introduction to foundational digital marketing concepts.
The document discusses brand management and customer-based brand equity. It defines what a brand is and discusses new challenges in branding. It introduces the concept of customer-based brand equity and how building strong customer brand knowledge and associations can provide benefits like greater loyalty and price premiums. The document outlines the strategic brand management process and emphasizes that for branding to be successful, customers must perceive meaningful differences between brands.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
The document discusses key concepts in brand management including defining a brand, the importance of branding, the brand management process, challenges in brand management, and Keller's Customer-Based Brand Equity model which identifies the steps of establishing brand identity, brand meaning, brand response, and brand relationships to build strong brand equity. It provides examples of different strategies for positioning a brand including using product attributes, technology, benefits, user categories, in relation to competitors, or as an integrator.
This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Examples are given of positioning statements and how brands can differentiate themselves through points of difference and parity. The document also discusses how to convey a brand's category membership and ensure positioning claims are desirable, deliverable and address any negatively correlated attributes. It outlines strategies for product, personnel, channel and image differentiation and how marketing programs must be modified across a product's life cycle stages as the market evolves.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges brands face in today's complex marketing environment. The concept of brand equity is introduced, with a focus on customer-based brand equity. Determinants and benefits of customer-based brand equity are outlined. Strategic brand management involves identifying brand positioning, implementing marketing programs, measuring performance, and building brand equity over time. An integrated marketing communications approach can help create the brand knowledge structures that form customer-based brand equity.
This document discusses key concepts in brand management including definitions of brands and brand equity. It introduces a customer-based brand equity model which identifies the determinants and benefits of strong customer-based brand equity. These include brand awareness, associations, perceptions, and resonance. The document also outlines the strategic brand management process of identifying brand positioning, implementing marketing programs, measuring performance, and sustaining equity over time.
The document outlines 7 digital marketing priorities for B2B companies in 2013: 1) Develop a digital strategy, 2) Establish an effective website, 3) Improve search engine visibility, 4) Drive inbound interest through content marketing, 5) Leverage social media platforms like LinkedIn and Twitter, 6) Optimize landing pages and conversion rates, and 7) Use analytics to measure performance. The presentation provides guidance on implementing tactics for each priority, and emphasizes developing a strategic, thoughtful approach to digital marketing rather than being reactive. Measurement of marketing ROI is key to justify investments and refine strategies.
The document discusses various concepts related to brands including what a brand is, why brands are important, components of brand equity, challenges in building brands, and ways to strengthen or revitalize declining brands. It notes that brands provide value to consumers through identification, promises, and image. Building strong brand equity requires awareness, perceived quality, associations, and loyalty over time. Declining brands can be revitalized through increasing usage, finding new uses, entering new markets, repositioning, augmenting products, extending to new categories, or divesting/exiting if necessary.
1. The document discusses brand positioning strategies, which involve designing a company's offering and image to occupy a distinctive place in the target market's mind. This helps guide marketing by clarifying the brand's essence and how it uniquely helps consumers.
2. Key aspects of positioning include identifying optimal points of difference that differentiate the brand from competitors, as well as necessary points of parity. A brand mantra is created to inspire employees and engage consumers.
3. Alternative approaches to positioning discussed are using brand narratives and storytelling, brand journalism, and cultural branding to build an iconic leadership brand through cultural knowledge.
Sponsor cepsm new_directionsinsponsorship.pptx The Changing Value of Sponsor...Bernie Colterman
The document discusses new directions in sponsorship as the way companies market is changing. It outlines 10 steps for organizations to take to make the shift to a more strategic, integrated approach to sponsorship and marketing known as strategic cooperative marketing. This involves becoming a marketing-driven organization, knowing your audience and brand, focusing on the right strategic fits for partnerships, adopting a structured sales process, conducting research, listening to potential partners, insisting on activation elements, developing a sponsor servicing strategy, and demonstrating value and impact.
Crafting the Brand Positioning (Kotler Keller)Asri Aini
This document discusses positioning and brand differentiation strategies. It defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. It provides examples of value propositions from Volvo and Domino's. It also discusses defining brand associations through points-of-difference and points-of-parity. The document outlines conveying category membership, examples of negatively correlated attributes, and differentiation strategies including through employees, channels, image, and services. It concludes with discussing emotional branding through mystery, sensuality, and intimacy.
Similar to Chapter 10 crafting the brand positioning (20)
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
Leveraging Generative AI to Drive Nonprofit InnovationTechSoup
In this webinar, participants learned how to utilize Generative AI to streamline operations and elevate member engagement. Amazon Web Service experts provided a customer specific use cases and dived into low/no-code tools that are quick and easy to deploy through Amazon Web Service (AWS.)
This document provides an overview of wound healing, its functions, stages, mechanisms, factors affecting it, and complications.
A wound is a break in the integrity of the skin or tissues, which may be associated with disruption of the structure and function.
Healing is the body’s response to injury in an attempt to restore normal structure and functions.
Healing can occur in two ways: Regeneration and Repair
There are 4 phases of wound healing: hemostasis, inflammation, proliferation, and remodeling. This document also describes the mechanism of wound healing. Factors that affect healing include infection, uncontrolled diabetes, poor nutrition, age, anemia, the presence of foreign bodies, etc.
Complications of wound healing like infection, hyperpigmentation of scar, contractures, and keloid formation.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
3. Discussion Questions
1.How can a firm develop and establish
an effective positioning in the market?
2.How do marketers identify and analyze
competition?
3.How are brands successfully
differentiated?
4.What are the differences in positioning
and branding with a small business?
8. Value Proposition Examples
Company
(Product)
Target Customers Key Benefit
Price
Premium
Value Proposition
Perdue
(chicken)
Quality-conscious
consumers
Tenderness 10%
More tender golden chicken
at a moderate price
Volvo
(station
wagons)
Safety-conscious
upscale families
Durability
and safety
20%
The safest, most durable
wagon in which your family
can ride.
Domino’s
(pizza)
Convenience-
minded pizza lovers
Delivery
speed and
good quality
15%
A good hot pizza, delivered
promptly to your door, at a
moderate price.
24. Small Business Positioning
• Creative, low-cost research
• Focus on fewer, stronger brands
• Integrated brand elements
• Create buzz
• Build a brand community
• Secondary associations
Creativity
Editor's Notes
Segmentation and targeting were discussed in chapter 8. Companies seek to discover different needs and groups in the market (Segmentation), target those they can satisfy better than competitors, and then position their offerings so the target market is aware of the distinctive differences.
To create a well-differentiated brand position marketers must have a keen understanding of customer wants and needs, company capabilities, and competitive actions.
A customer-focused value proposition gives customers a persuasive reason to buy your product.
Table 10.1 – Examples of value propositions. These propositions have been developed over the years based on their target customers, benefits, and prices.
Positioning requires that marketers define and communicate similarities and differences between their brand and its competitors:
Determine a frame of reference by identifying the target market and relevant competition
Identify the optimal points of parity and points of difference brand associations given that frame of reference
Create a brand mantra to summarize the positioning and essence of the brand
A frame of reference begins by determining the category to which the product belongs, which includes all products that a brand competes with, or can serve as a substitute. Competitors can then be analyzed and more narrowly defined. For example, even though a new brand in the premium bottled water space is in the same category as Coke’s Dasani, it must focus more on other premium priced brands such as Fiji.
POP: attribute or benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands. These include category POP that are essential to a legitimate and credible offering within a certain product or service category and competitive POP that are associations designed to overcome perceived weaknesses of the brand.
POD: attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. These attribute or benefit should be sufficiently desirable, deliverable, and differentiating.
Often, the key to positioning is not so much achieving a POD as achieving POD. The brand does not literally need to be seen as equal to competitors, but consumers must feel it does well enough on that particular attribute or benefit. A light beer presumably would never taste as good as a full-strength beer, but it would need to taste close enough to be able to effectively compete.
Marketers typically focus on brand benefits in choosing PODs and POPs. Attributes typically serve a supporting role so the brand can credibly claim the benefits it offers. In selecting brand benefits to focus on, marketers use perceptual maps shown in Exhibit 10.1 (a) and (b).
This hypothetical perceptual map for a beverage category shows how consumer view the brands (A, B, C, and D) on a taste profile (light versus strong) and personality and imagery (contemporary versus modern). The ideal points for three market segments (1, 2, and 3) are also shown. Ideal points represent each segment’s most preferred (“ideal”) combination of taste and imagery.
Brand A is viewed as balanced between taste and imagery. However, this does not appeal to any specific market segment.
Exhibit 10.1 (b) outlines the strategic options that Brand A may take. It could alter it’s image to be more contemporary, (move closer to Segment 1) or it could change its taste profile to make it lighter, thus appealing more to Segment 2.
A brand mantra is the articulation of the heard and soul of the brand. They are short, three- to five-word phrases that capture the essence or spirit of the brand positioning. Brand mantras can provide guidance about what products to introduce under a brand, what ad campaigns to use, where, and how to sell the brand.
Three key criteria for establishing a brand mantra are:
Communicate – It should define the category of business for the brand and set the boundaries. Should state what is unique about the brand.
Simplify – It should be memorable; short, crisp, and vivid in meaning.
Inspire – It should be personally meaningful and relevant to as many employees as possible.
Establishing the brand positioning in the marketplace requires that consumers understand in which category or categories the brand competes and its POP and POD with respect to those competitors.
“Marketing Memo: Constructing a Brand Positioning Bull’s-eye” outlines a helpful schematic way marketers can formally express brand positioning.
A competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.
While strategist, such as Michael Porter, urge companies to build sustainable competitive advantages, few CA’s are sustainable. But they can be Leverageable, which mean the advantage can be used as a source of new advantages.
For a brand to be effectively positioned, customers must see any competitive advantage as a customer advantage. Meaning that the product has an advantage over competitive products.
Employee differentiation: train employees to provide superior customer service. Singapore Airlines is well regarded in large part because of its flight attendants.
Channel differentiation: design distribution channels’ coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding. Dayton, Ohio–based Iams found success selling premium pet food through regional veterinarians, breeders, and pet stores.
Image differentiation: craft powerful, compelling images that appeal to consumers’ social and psychological needs. E.g., Marlboro’s
Services differentiation: design a better and faster delivery system that provides more effective and efficient solutions to consumers.
A good positioning should contain POD and POP that appeal both to the head and to the heart. Brands that are lovemarks command both respect and love and result from a brand’s ability to achieve mystery, sensuality, nd intimacy:
Firm should monitor three variables when analyzing potential threats posed by competitors:
Share of market—The competitor’s share of the target market.
Share of mind—The percentage of customers who named the competitor in responding to the statement,“Name the first company that comes to mind in this industry.”
Share of heart—The percentage of customers who named the competitor in responding to the statement,“Name the company from which you would prefer to buy the product.”
Table 10.3 show the relationship between share of - market, - mind, and - heart. Although Competitor A is the market share leader in 2011, it is slipping. The firms mind and heart share are also slipping, while Competitor B is gaining ground in each category.
Position a brand as telling a narrative or story based on deep metaphors that connect to people’s memories, associations, and stories.
Communicate different messages to different market segments, as long as they at least broadly fit within the basic broad image of the brand.
Build iconic, leadership brands with cultural knowledge, cultural branding principles, and cultural experts