Forming positioning strategies
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This document discusses strategies for effective product positioning. It outlines criteria for successful positioning, including being clear, unique, attractive, credible, and memorable. Each positioning idea should have four parts: the customer frame, identity, promise, and reasons to believe. Developing an overall narrative that combines positioning strategies and flows through an organization's communications can help people connect with a brand.
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This document discusses brands 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. Brand equity refers to the assets or liabilities linked to a brand that add or subtract value. Key aspects of brand equity include brand awareness, perceived quality, brand loyalty, and brand associations. Strong brands create value for both customers and firms through familiarity and positive perceptions that can allow premium pricing and competitive advantages.
Industrial Branding: The Lost Art in the Industrial Marketplace
This document discusses the importance of branding for industrial companies. It makes three key points:
1) Developing an effective brand requires understanding customer issues, gathering market data, and using insights to strategically position, promote, and develop the brand over time. Internal beliefs must be based on market facts.
2) A brand represents the entire customer experience with a business and must be consistently defined, not just through logos or slogans. Strong branding starts with defining the brand's positioning and guiding strategic actions.
3) Properly stewarding a brand requires ongoing commitment beyond initial branding projects. Brands are built on relevance, differentiation, esteem, and knowledge over the long term through consistent behavior and focus on
Moving Beyond Like, Love and Loyalty to Real Customer Advocacy
This document discusses customer advocacy and outlines strategies for effective advocate marketing programs. It notes that brand advocates are the most trusted sources of information and are much more valuable than average customers. An effective advocate marketing program is tied to business objectives, clearly identifies advocates and their motivations, is designed to scale, uses engaging campaigns, and incorporates measurement and optimization. The document provides tips for finding advocates, establishing an organizational structure, using technology, and recognizing advocate efforts. It emphasizes that advocate marketing should focus on both the brand and customer expectations to build substance and marketplace dominance through a focus on customers.
Lecture 4 strategy
This document discusses strategies for using social media frameworks. It recommends setting goals, deciding metrics, deploying tools, and measuring results. Specific goals mentioned include sales leads, influencing the market, gathering customer feedback, and branding. Metrics include numbers of emails, sharing/engagement, direct/indirect replies, and increased responses. Various tools like Facebook, Google+, blogs, and videos are analyzed in terms of pros and cons. The document also discusses using a funnel approach to move from general to specific conversations online and calculating traditional versus social media ROI for goals like branding and lead generation. It provides recommendations for an open source software company to refine their social media approach and branding.
Sales lesson for start ups intro
The document discusses challenges faced by startups and provides sales lessons. It notes that startups face challenges in devising strategies, getting first customers, sustaining business, and connecting with customers for feedback. Resources are also limited. The key lessons are to keep the customer in focus, collaborate with partners, create regular revenue streams, hire experienced sales resources, use social media effectively, and consider outsourcing sales to lower costs and gain expertise.
Brand positioning
This document discusses key concepts in brand positioning including desired brand meaning, target markets, competition, points of parity and difference. It describes four groups of brand users from convertible to entrenched and four groups of non-users from strongly unavailable to available. Guidelines for positioning include establishing a frame of reference by defining the category and choosing points of difference that are desirable, distinct, believable and deliverable. The document also discusses updating positioning, using brand mantras to communicate associations simply and inspiringly, and conducting brand audits to discover sources of equity.
Week 6 Additional Info
This document provides an overview of creativity and strategic planning in advertising. It defines creativity as generating novel approaches or solutions. Advertising creativity refers to generating unique ideas that communicate strategic messages effectively. Creative strategy determines what an ad will say, while tactics deal with how the message will be executed. Planning plays an important role by researching customers and driving the creative process. The creative process generally involves immersion, incubation, illumination, and verification of ideas. Unique selling propositions, brand images, inherent drama, and insights are approaches to developing major selling ideas in ads. Ads also use rational, emotional, and transformational appeals executed through different styles and formats. Clients evaluate ads based on consistency with objectives and effectiveness of communication.
Business Advice and Strategies
This document provides an overview of a presentation on business advice and strategies for entrepreneurs and small business owners. The presentation covers topics like concept development, target marketing, branding, and sales promotion. It discusses how to develop a business concept by defining the product/service, target market, and promotional plan. It also explains how to conduct target market and competitive analyses. Branding strategies like developing a consistent brand message across all customer touchpoints are presented. The document aims to provide actionable advice entrepreneurs can apply to various aspects of developing and growing their business.
Branding
Branding is important for differentiating a company's products and services from competitors. A brand is a name, symbol or design that identifies a seller's goods and services. It creates value by building loyalty and trust with consumers.
Brand equity refers to the additional value a brand name provides compared to an unbranded product. It is made up of performance and emotional benefits in the minds of consumers. Strong brands have high awareness, preference and financial metrics like market share and revenue.
Effective brand management involves identifying brand positioning, implementing marketing strategies, measuring performance, and growing and sustaining brand value over time. Positioning communicates the core benefits and needs a brand satisfies. Marketing activities integrate different touchpoints to reach consumers
Types of brand
This document provides an introduction to branding, including definitions of key branding concepts and strategies. It discusses why brands are important for both companies and consumers. Brands help differentiate products and build customer loyalty. Strong brands can command premium prices and remain resilient even if other assets are lost. The document outlines several factors that are important for building a successful brand, such as quality, positioning, communications, investing long-term, and internal marketing. It also defines different types of brands like manufacturers' brands, private labels, individual brands, and family brands.
brand equity
This document discusses how to choose brand elements and design marketing programs to build brand equity. It begins by outlining the learning outcomes, which are how a brand's identity is created, choosing brand elements, optimizing the marketing mix to build equity, and understanding the effects of marketing mix actions on brand knowledge.
It then discusses criteria for choosing brand elements like logos and slogans, ensuring they are memorable, meaningful, likable, transferable, adaptable and protectable. Options for brand elements include names, URLs, logos, characters, slogans and jingles. The document also covers packaging and its role in branding.
Finally, it discusses designing marketing programs through a new perspective considering digitalization,
Module 4 presentation1
Mountain Man Brewing Company is facing challenges as light beer sales increase and premium beer sales decrease. Their Mountain Man Light brand has higher costs but lower prices than their flagship Mountain Man Lager brand. The company must decide whether to invest in growing Mountain Man Light through advertising or risk cannibalizing sales of their core Mountain Man Lager brand.
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Industrial Branding: The Lost Art in the Industrial Marketplace
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Forming positioning strategies
- 1. Forming Positioning Strategies Image Source: openclipart.org palomaironique
- 2. High ImportanceLow Importance High Diff. Low Diff. Categorize features & benefits Market Development Focus Here Entry Criteria
- 3. Criteria for a Successful Positioning • Clear consistently conveys intended idea, the minimum number of thoughts and words • Unique competitors could not make the same claim • Attractive generates interest in trial, relevant/compelling • Credible believable based on product information • Memorable able to be maintained in customer memory • Sustainable maintains above over time
- 4. Each Positioning Idea Has 4 Parts • A customer frame: the group of customers who will benefit • An identity: who the brand says it is • A promise: what the brand will uniquely do for these customers • Reasons to believe: supporting points proving the brand fulfills the promise
- 5. People connect with narratives • Develop Narrative (Beg, Mid, End) • Combine potential strategies • Core narrative flows through your organization’s communications