Design of brands for strategic communication
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The document discusses key aspects of brand design for strategic communication. It defines what a brand represents, its functions of navigation, reassurance and engagement. A strong brand stands out in the marketplace and builds loyalty. Brand identity appeals to the senses through distinctive imagery, language and associations. It fuels recognition, differentiation and makes meanings accessible. Branding is a disciplined process used to build awareness and loyalty through every customer interaction. Effective brand strategy is aligned with business strategy and customer needs.
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This document provides an overview of branding from the perspective of a student named Akash Narvaria. It defines branding as giving a specified name to differentiate a product from competitors. The document outlines the meaning, significance, concepts, nature, scope, and benefits of branding for both consumers and firms. It also discusses defining a brand, the three C's of branding (clarity, consistency, and constancy), and provides steps to an effective branding process. The overall purpose is to educate about key aspects of advertising and managing brands.
EFFECTIVE BRAND BUILDING
The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. All over the world, humans are drowning in data and information. As information and our collective intelligence becomes more automated in the goo of the internet, human beings will value more of what cannot be automated- emotion, imagination, connection and engagement. Brands will live and die on the ability of their stories and meanings to deliver what is highly valued by the marketplace.
Brand Equity Presentation
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Brand Management
Brand management provides benefits to both buyers and sellers. For buyers, brands help reduce purchase risk and time by aiding product identification and quality evaluation. For sellers, brands help differentiate products, create brand loyalty to stabilize market share, and potentially allow premium pricing. Brand equity is the value provided by brand recognition and impressions. It is developed through all customer touchpoints and communications over time. Managing brand equity helps drive revenue growth and competitive advantage. Effective brand positioning involves communicating distinct attributes to occupy a unique place in customers' minds.
branding and positioning
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.
Introduction to brands 2
This document discusses brands, what they are, and strategies for developing strong brands. It begins by defining a brand as a name, symbol or design that identifies a company's products and differentiates them from competitors. The key components of a brand are identified as the name, symbols, packaging, warranty and brand image. The document then covers various brand development strategies such as line extensions, brand extensions, multibrands and creating new brands. It analyzes the advantages and disadvantages of these strategies. Overall, the document provides an overview of what constitutes a brand and different approaches companies can take to develop and strengthen their brands.
Brand management with respective of Cabury
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
451 Brand Bootcamp Deck
Presentation to help build, strengthen, and launch brands. Addresses new media vs. traditional media.
Brand - Question 8- Osward.pptx
The document outlines the process of building brands through three main phases: 1) creating a brand blueprint through discovering purpose, audience, voice, and competitors, 2) establishing brand identity through logo, design, and messaging, and 3) marketing the brand to build presence, awareness, perception, advocacy, and loyalty. Coca-Cola is used as an example of executing these phases successfully through consistent messaging that has created a strong global brand known for happiness and social experiences over many years.
Brand Glossary
This document provides definitions for various branding and marketing terminology. Some key terms defined include:
- Brand is a set of elements used to evoke a desired response and differentiate a product. Branding is the process of expressing a brand promise.
- Brand equity is a measure of brand value based on tangible and intangible assets. It is the premium consumers are willing to pay for a branded item.
- Brand strategy is the plan to guide brand identity design and highlight competitive advantages by defining unique brand factors. An effective brand strategy answers questions about target customers and the value proposition.
Chapter 5- Brand management: Designing marketing programs to build brand equity
The document discusses marketing strategies such as relationship marketing, permission marketing, experiential marketing, and one-to-one marketing. It then provides examples of how brands like Victoria's Secret and Amazon utilize these strategies effectively. The document also prompts readers to consider how well products capitalize on their full capabilities and benefits through after marketing efforts.
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Chapter 5- Brand management: Designing marketing programs to build brand equity
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Design of brands for strategic communication
- 1. Design of Brands for Strategic Communication
- 2. What does a brand represent for you? Give some examples of your favorite brands.
- 3. Strong Brand A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them and believe in their superiority.
- 5. Brands and their 3 functions: 1) NAVIGATION Brands will help consumers to choose from a bewildering array of choice. Which brand of soda will you probably buy this afternoon? Which brand of cereal will buy soon? Which brand of oil do you like to use in the kitchen?
- 6. Reassurance 2) REASSURANCE Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice. 3) ENGAGEMENT Brands use: distinctive imagery, language and associations to encourage customers to identify with the brand.
- 7. What is a brand identity? Brand Identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. It fuels: Recognition Amplifies differentiation And makes big ideas and meanings accesible.
- 9. What does your the brand of your project represent for your customers? GROUP DISCUSSION
- 10. ELEMENTS OF BRAND IDENTITY
- 11. BRANDING Branding is a disciplined process used to build awareness and extend customer loyalty. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding WHICH SUPERMARKET DO YOU PREFER AND WHY? WHERE DO YOU GO TO BUY YOUR CHRISTMAS GIFTS AND WHY?
- 12. BRAND STRATEGY BUILDS ON A VISION IS ALIGNED WITH BUSINESS STRATEGY EMERGES FROM A COMPANY’S VALUES AND CULTURE REFLECTS AN IN DEPTH UNDERSTANDING OF THE CUSTOMER’S NEEDS AND PERCEPTIONS.
- 13. BASES OF STRATEGIC BRAND DIFFERENTIATION
- 14. ANSWER THESE QUESTIONS WHICH DEPARTMENTS IN THE COMPANY DEVELOP THE BRAND STRATEGY? HOW DID YOU DEVELOP YOUR BRAND? WHAT DID YOU CONSIDER WHEN YOU WERE DESIGNING YOUR BRAND?
- 15. BRAND POSITIONING POSITIONING EVOLVES TO CREATE OPENINGS IN A MARKET THAT IS CONTINUALLY CHANGING, A MARKET IN WHICH CONSUMERS ARE SATURATED WITH PRODUCTS AND MESSAGES. IT TAKES ADVANTAGE OF: - CHANGES IN DEMOGRAPHICS - TECHNOLOGY - CONSUMER TRENDS - GAPS IN THE MARKET TO FILL.
- 17. SIMPLE PROCESS 1) CLARIFYING: COMPETITIVE ADVANTAGE, BRAND STRATEGY 2) POSITIONING: BUSINESS STRATEGY 3) BRAND ESSENCE: KEY MESSAGES, VOICES AND TONE
- 18. CUSTOMER EXPERIENCE SHOPPING IS A SUBSET TO BEING ENGAGED AND ENTERTAINED. CUSTOMER EXPERIENCE IS: BUILDING LOYALTY AND LIFELONG RELATIONSHIPS AT EACH POINT OF CONTACT. WHERE HAVE YOU RECENTLY OBTAINED A VERY GOOD CUSTOMER SERVICE? WHICH RESTAURANT DO YOU PREFER AND WHY? WHERE DO YOU LIKE GOING SHOPPING?
- 19. NAME IT HAS TO BE EASY TO SAY AND REMEMBER IT STANDS FOR SOMETHING AND FACILITATES BRAND EXTENSIONS YOU HAVE TO REGISTER IT BEFORE IMPI, CHECK THE REQUIREMENTS IN http://www.impi.gob.mx
- 20. THE NAME OF THE BRAND - MEANINGFUL - DISTINCTIVE - FUTURE ORIENTED - MODULAR - PROTECTABLE - POSITIVE - VISUAL TYPES: FOUNDER, METAPHOR, DESCRIPTIVE, ACRONYM, MAGIC SPELL, “DOUBLE SENSE IN MEXICO”, COMBINATIONS.
- 21. STAYING ON MESSAGE THE BEST BRANDS SPEAK WITH ONE DISTINCTIVE VOICE. ALSO IN TWEETS, FANPAGE, IN CONVERSATIONS WITH A SALES PERSON, ETC. THE COMPANY MUST PROJECT: THE SAME UNIFIED MESSAGE. CROSS CULTURES:
- 22. LAUNCHES