How are brands successfully differentiated?
•Download as PPTX, PDF•
0 likes•289 views
Brands can successfully differentiate themselves through competitive advantages like unique products or services, customer advantages like customizable features, and means of differentiation such as employee focus, distribution channels, brand image, or specialized services. Emotional branding builds strong corporate cultures and communication styles to create an emotional connection with compelling hooks. Analyzing competitors' market share, brand awareness, and emotional resonance helps identify potential threats.
Report
Share
Report
Share
Recommended
How are brands successfully differentiated?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How are brands successfully differentiated
The document discusses 4 main ways for brands to successfully differentiate themselves: 1) Employee differentiation through better trained employees who provide superior customer service. 2) Channel differentiation by more effectively designing distribution channels. 3) Image differentiation by crafting compelling images that appeal to consumers' social and psychological needs. 4) Service differentiation by designing a better and faster delivery system. A good brand positioning should contain points that appeal to both rational and emotional customer needs.
How are brands successfully differentiated ?
This document discusses ways that companies can differentiate themselves, including through better trained employees, more effective distribution channels, crafting compelling brand images, and differentiating services. It provides examples of companies that have successfully differentiated themselves in these ways. The document also discusses emotional branding and how brands can develop emotional connections with customers through strong corporate culture, distinctive communication, and an emotional hook, commanding both respect and love.
How can a firm develop and establish an effective positioning in the market?
This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties
How are brands successfully differentiated?
The document discusses ways for companies to achieve competitive advantage through differentiation, including acquiring better-trained employees, designing more effective distribution channels, crafting compelling brand images, providing faster delivery systems, and incorporating emotional branding to appeal to customers' social and psychological needs. It emphasizes the importance of emotional branding by evoking trust, affection, and loyalty in customers and assessing if a brand has a strong people-focused culture and communication style.
Final Retail Brandinggggggggg
Strategic retail branding is important for retailers to differentiate themselves from competitors and build brand equity with consumers. Retail branding creates brand preference beyond just the products or services by developing the retailer's brand image in the consumer's mind. There is a need for retail branding to address issues like lack of store differentiation, merchandising problems, and limited margins. Strategies for retail branding in India include integrated branding, contract branding, and independent branding.
The case study of Subhiksha details how it grew to over 450 outlets by positioning itself as an affordable retail outlet focused on value and everyday low prices, targeting the common consumer. The future of Indian retail branding lies in enhancing relationships and the in-store shopping experience
Brand mangement by Prashant Mirgule..
The document discusses various aspects of brand management including defining brands, assessing brand equity, developing brand identity, positioning brands, and managing brand image. It provides examples of different branding strategies used by companies like selecting brand names and logos that communicate functions or specialties. It also discusses the importance of celebrity endorsements and maintaining brand position over time.
(MBASkills.IN) Customer Based Brand Equity
Prof. Sameer Mathur discusses customer-based brand equity, which is defined as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand knowledge consists of two components - brand awareness and brand image. Brand awareness includes brand recognition and recall, while brand image refers to the strong, favorable, and unique associations consumers have about a brand in their memory. Customer-based brand equity can influence brand choice, response to sales promotions, and the evaluation of brand extensions.
Recommended
How are brands successfully differentiated?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How are brands successfully differentiated
The document discusses 4 main ways for brands to successfully differentiate themselves: 1) Employee differentiation through better trained employees who provide superior customer service. 2) Channel differentiation by more effectively designing distribution channels. 3) Image differentiation by crafting compelling images that appeal to consumers' social and psychological needs. 4) Service differentiation by designing a better and faster delivery system. A good brand positioning should contain points that appeal to both rational and emotional customer needs.
How are brands successfully differentiated ?
This document discusses ways that companies can differentiate themselves, including through better trained employees, more effective distribution channels, crafting compelling brand images, and differentiating services. It provides examples of companies that have successfully differentiated themselves in these ways. The document also discusses emotional branding and how brands can develop emotional connections with customers through strong corporate culture, distinctive communication, and an emotional hook, commanding both respect and love.
How can a firm develop and establish an effective positioning in the market?
This presentation is based on difficulties faced by a firm during positioning and how it overcomes those difficulties
How are brands successfully differentiated?
The document discusses ways for companies to achieve competitive advantage through differentiation, including acquiring better-trained employees, designing more effective distribution channels, crafting compelling brand images, providing faster delivery systems, and incorporating emotional branding to appeal to customers' social and psychological needs. It emphasizes the importance of emotional branding by evoking trust, affection, and loyalty in customers and assessing if a brand has a strong people-focused culture and communication style.
Final Retail Brandinggggggggg
Strategic retail branding is important for retailers to differentiate themselves from competitors and build brand equity with consumers. Retail branding creates brand preference beyond just the products or services by developing the retailer's brand image in the consumer's mind. There is a need for retail branding to address issues like lack of store differentiation, merchandising problems, and limited margins. Strategies for retail branding in India include integrated branding, contract branding, and independent branding.
The case study of Subhiksha details how it grew to over 450 outlets by positioning itself as an affordable retail outlet focused on value and everyday low prices, targeting the common consumer. The future of Indian retail branding lies in enhancing relationships and the in-store shopping experience
Brand mangement by Prashant Mirgule..
The document discusses various aspects of brand management including defining brands, assessing brand equity, developing brand identity, positioning brands, and managing brand image. It provides examples of different branding strategies used by companies like selecting brand names and logos that communicate functions or specialties. It also discusses the importance of celebrity endorsements and maintaining brand position over time.
(MBASkills.IN) Customer Based Brand Equity
Prof. Sameer Mathur discusses customer-based brand equity, which is defined as the differential effect that brand knowledge has on consumer response to marketing for that brand. Brand knowledge consists of two components - brand awareness and brand image. Brand awareness includes brand recognition and recall, while brand image refers to the strong, favorable, and unique associations consumers have about a brand in their memory. Customer-based brand equity can influence brand choice, response to sales promotions, and the evaluation of brand extensions.
What are the differences in positioning and branding with a small business ?
Small businesses have limited resources for branding so they must focus on consistency, creativity, and low-cost marketing research. Some guidelines include conducting student projects to access expertise cheaply, focusing on one or two strong brands built on key associations, using integrated brand elements, creating buzz through PR and social media, and leveraging secondary associations to build equity despite constraints. Careful implementation of marketing is especially important given their resource limitations.
differences in positioning and branding with a small business
this slide is to know about how a small business have to stand into this competitive market where their are many actual and potential competitors
How can a firm develop and establish an effective positioning in the market.pptx
The document discusses how firms can develop and establish effective brand positioning in the market. It explains that positioning is designing a company's offering and image to occupy a distinctive place in the minds of the target market. It then outlines three key steps to develop positioning: 1) determine the competitive frame of reference to identify main competitors, 2) determine the unique points of difference and shared points of parity compared to competitors, and 3) create a memorable brand mantra that defines the category and inspires customers.
How do marketers identify and analyze competition?
This is based on how marketers identify and analyze competition and improve their products accordingly
Positioning and branding with a small business
Small businesses have limited resources for branding and must design marketing programs carefully. They should conduct low-cost marketing research, focus on one or two strong brands built around key associations, employ consistent brand elements, create word-of-mouth through community engagement, and leverage secondary associations to build brand equity. Research can be done through university partnerships and entrepreneur events to understand customers and competitors. Strong brands rely on memorable differences reinforced over time.
How are brand successfully differentiated
This document discusses ways for brands to successfully differentiate themselves, including through employee differentiation by providing superior customer service, channel differentiation by having effective distribution channels, image differentiation by appealing to customers' social and psychological needs through compelling images, service differentiation by focusing on reliability, resilience and innovativeness, and emotional branding by having a rational and emotional brand positioning that appeals to both logic and emotion. The key is for companies to find ways to perform that competitors cannot or will not match in order to avoid becoming a commodity and build a competitive advantage.
How do marketers identify and analyze competition
This document discusses how to identify and analyze competition. It explains that competitors are products that closely substitute a brand and compete for the same customers. To understand competition, a company should determine what category their brand belongs to and gather information about competitors such as their objectives, motivations, and factors that influence their behavior. The overall goal is to understand existing and potential future competitors to help a brand, especially ones with growth ambitions, enter new markets.
How are brands successfully differentiated
This document discusses ways for brands to differentiate themselves, including through employee differentiation, channel differentiation, image differentiation, and services differentiation. It notes that strong brands build on performance advantages to create an emotional connection with customers. The document also examines emotional branding, explaining that brand consultant Marc Gobé believes emotional brands have a strong corporate culture, distinctive communication style, and compelling emotional message.
Gino SA:Distribution Channel Management
Gino SA is a large burner manufacturer that wants to optimize its distribution channels in China. It is considering three alternatives to address conflicts with its distributors: 1) decline a major customer's direct sales offer to maintain relationships, 2) accept the offer focused on industrial sales while giving other discounts, 3) offer discounts through distributors. Alternative 2 is recommended as it aligns with Gino's growth strategy, increases industrial segment penetration and overall sales/profits while resolving distributor issues through compensation. A contingency plan involves contractual assurances if the main distributor disagrees.
Gino SA: Distribution Channel Management
Gino SA, a leading burner manufacturer, is considering expanding its business in China. This includes pursuing a deal with Feima, a major boiler factory, to supply products directly at a 35% discount. However, Gino's distributor Jinghua warns against taking customers. To address these issues, Gino analyzes sales data and determines it can profit from the Feima deal while still increasing Jinghua's margins. Gino also considers opening a warehouse to better meet sales goals, supply industrial burners distributors lack, and improve services, helping expand its market in China.
How do marketers identify and analyze competition?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How are brands successfully differentiated
Brands can be differentiated through superior employee training and customer service like Singapore Airlines, more effective distribution channels like Amazon's direct-to-home approach, crafting compelling brand images that appeal to social and psychological needs such as Marlboro's "macho cowboy" image, and differentiating services by improving delivery speed and quality. Successful branding also uses emotional branding that appeals to both rational and emotional customer needs.
How can a firm develop and establish an effective positioning in the market?
This document discusses brand positioning and provides steps for developing an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. The key steps are: 1) determining the competitive frame of reference, 2) choosing optimal points of difference (PODs) and parity (POPs), and 3) creating a brand mantra. PODs are unique attributes that make the brand superior, while POPs are necessary shared attributes. An effective brand mantra inspires employees and is personally relevant to consumers. Communicating the positioning internally and to consumers ensures the target market understands the brand as intended.
Social Media & The Brand - Project Sriracha (NYU)
After a 9-week long social media campaign, I gave this presentation in class. We were tasked with creating and executing a social media campaign of any of our choosing. I decided to go with something a little tongue in cheek and have a bit of fun with it - while learning the best practices of running a social media campaign along the way.
What are the differences in positioning and branding with a small business
Small businesses face challenges with limited resources and budgets. The document provides branding guidelines for small businesses: conduct low-cost marketing research to focus on one or two strong brands built around key associations, employ consistent brand elements, create buzz through customer loyalty, and leverage secondary connections.
Brand Strategy - Locale (NYU)
We were tasked with creating a brand new bottled water brand for GMs, as part of a case study. As a group, we applied the strategies/theories and learnings from the class to give our recommendation on what brand of bottled water to create from scratch.
Integrate PR & Social Media Tactics
As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira
What are the differences in positioning and branding with a small business
This document provides branding guidelines for small businesses. It recommends that small businesses conduct low-cost marketing research to understand customers and competitors. It suggests focusing on one or two strong brands and integrating brand elements to maximize their contribution. It also advises small businesses to create buzz and build a loyal community through word of mouth, public relations, and low-cost promotions. Finally, it suggests leveraging secondary associations to quickly build brand equity.
How can a firm develop and establish an effective positioning in the market
A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.
E-Commerce as an Alternative Healthcare Channel
Presentation made by Janette Toral last July 16 for a Unilab internal organization event. Blogged about it further at http://www.searchinfluencer.com/2012/09/dynamics-of-medicine-promotion-online.html
Empowering brands through better UX
This presentation explores how brands can improve their proposition and become more relevant through embedding user experience (UX) and innovation within their vision and culture.
(MBASkills.IN) How are brands successfully differentiated?
Singapore Airlines has achieved employee differentiation through its highly trained and regarded flight attendants. Eureka Fobes differentiated itself in India through door-to-door salesmen who helped craft a unique company image. Companies can differentiate themselves through optimized distribution channels, compelling brand images that appeal to consumer psychology, and innovative delivery systems or customer service approaches.
More Related Content
Viewers also liked
What are the differences in positioning and branding with a small business ?
Small businesses have limited resources for branding so they must focus on consistency, creativity, and low-cost marketing research. Some guidelines include conducting student projects to access expertise cheaply, focusing on one or two strong brands built on key associations, using integrated brand elements, creating buzz through PR and social media, and leveraging secondary associations to build equity despite constraints. Careful implementation of marketing is especially important given their resource limitations.
differences in positioning and branding with a small business
this slide is to know about how a small business have to stand into this competitive market where their are many actual and potential competitors
How can a firm develop and establish an effective positioning in the market.pptx
The document discusses how firms can develop and establish effective brand positioning in the market. It explains that positioning is designing a company's offering and image to occupy a distinctive place in the minds of the target market. It then outlines three key steps to develop positioning: 1) determine the competitive frame of reference to identify main competitors, 2) determine the unique points of difference and shared points of parity compared to competitors, and 3) create a memorable brand mantra that defines the category and inspires customers.
How do marketers identify and analyze competition?
This is based on how marketers identify and analyze competition and improve their products accordingly
Positioning and branding with a small business
Small businesses have limited resources for branding and must design marketing programs carefully. They should conduct low-cost marketing research, focus on one or two strong brands built around key associations, employ consistent brand elements, create word-of-mouth through community engagement, and leverage secondary associations to build brand equity. Research can be done through university partnerships and entrepreneur events to understand customers and competitors. Strong brands rely on memorable differences reinforced over time.
How are brand successfully differentiated
This document discusses ways for brands to successfully differentiate themselves, including through employee differentiation by providing superior customer service, channel differentiation by having effective distribution channels, image differentiation by appealing to customers' social and psychological needs through compelling images, service differentiation by focusing on reliability, resilience and innovativeness, and emotional branding by having a rational and emotional brand positioning that appeals to both logic and emotion. The key is for companies to find ways to perform that competitors cannot or will not match in order to avoid becoming a commodity and build a competitive advantage.
How do marketers identify and analyze competition
This document discusses how to identify and analyze competition. It explains that competitors are products that closely substitute a brand and compete for the same customers. To understand competition, a company should determine what category their brand belongs to and gather information about competitors such as their objectives, motivations, and factors that influence their behavior. The overall goal is to understand existing and potential future competitors to help a brand, especially ones with growth ambitions, enter new markets.
How are brands successfully differentiated
This document discusses ways for brands to differentiate themselves, including through employee differentiation, channel differentiation, image differentiation, and services differentiation. It notes that strong brands build on performance advantages to create an emotional connection with customers. The document also examines emotional branding, explaining that brand consultant Marc Gobé believes emotional brands have a strong corporate culture, distinctive communication style, and compelling emotional message.
Gino SA:Distribution Channel Management
Gino SA is a large burner manufacturer that wants to optimize its distribution channels in China. It is considering three alternatives to address conflicts with its distributors: 1) decline a major customer's direct sales offer to maintain relationships, 2) accept the offer focused on industrial sales while giving other discounts, 3) offer discounts through distributors. Alternative 2 is recommended as it aligns with Gino's growth strategy, increases industrial segment penetration and overall sales/profits while resolving distributor issues through compensation. A contingency plan involves contractual assurances if the main distributor disagrees.
Gino SA: Distribution Channel Management
Gino SA, a leading burner manufacturer, is considering expanding its business in China. This includes pursuing a deal with Feima, a major boiler factory, to supply products directly at a 35% discount. However, Gino's distributor Jinghua warns against taking customers. To address these issues, Gino analyzes sales data and determines it can profit from the Feima deal while still increasing Jinghua's margins. Gino also considers opening a warehouse to better meet sales goals, supply industrial burners distributors lack, and improve services, helping expand its market in China.
How do marketers identify and analyze competition?
This presentation is based on Brand positioning which refers to “target consumer’s” reason to buy your brand in preference to others.
How are brands successfully differentiated
Brands can be differentiated through superior employee training and customer service like Singapore Airlines, more effective distribution channels like Amazon's direct-to-home approach, crafting compelling brand images that appeal to social and psychological needs such as Marlboro's "macho cowboy" image, and differentiating services by improving delivery speed and quality. Successful branding also uses emotional branding that appeals to both rational and emotional customer needs.
How can a firm develop and establish an effective positioning in the market?
This document discusses brand positioning and provides steps for developing an effective brand positioning strategy. It defines positioning as designing an offering and image to occupy a distinctive place in the target market's mind. The key steps are: 1) determining the competitive frame of reference, 2) choosing optimal points of difference (PODs) and parity (POPs), and 3) creating a brand mantra. PODs are unique attributes that make the brand superior, while POPs are necessary shared attributes. An effective brand mantra inspires employees and is personally relevant to consumers. Communicating the positioning internally and to consumers ensures the target market understands the brand as intended.
Social Media & The Brand - Project Sriracha (NYU)
After a 9-week long social media campaign, I gave this presentation in class. We were tasked with creating and executing a social media campaign of any of our choosing. I decided to go with something a little tongue in cheek and have a bit of fun with it - while learning the best practices of running a social media campaign along the way.
What are the differences in positioning and branding with a small business
Small businesses face challenges with limited resources and budgets. The document provides branding guidelines for small businesses: conduct low-cost marketing research to focus on one or two strong brands built around key associations, employ consistent brand elements, create buzz through customer loyalty, and leverage secondary connections.
Brand Strategy - Locale (NYU)
We were tasked with creating a brand new bottled water brand for GMs, as part of a case study. As a group, we applied the strategies/theories and learnings from the class to give our recommendation on what brand of bottled water to create from scratch.
Integrate PR & Social Media Tactics
As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira
What are the differences in positioning and branding with a small business
This document provides branding guidelines for small businesses. It recommends that small businesses conduct low-cost marketing research to understand customers and competitors. It suggests focusing on one or two strong brands and integrating brand elements to maximize their contribution. It also advises small businesses to create buzz and build a loyal community through word of mouth, public relations, and low-cost promotions. Finally, it suggests leveraging secondary associations to quickly build brand equity.
How can a firm develop and establish an effective positioning in the market
A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.
E-Commerce as an Alternative Healthcare Channel
Presentation made by Janette Toral last July 16 for a Unilab internal organization event. Blogged about it further at http://www.searchinfluencer.com/2012/09/dynamics-of-medicine-promotion-online.html
Viewers also liked (20)
What are the differences in positioning and branding with a small business ?
What are the differences in positioning and branding with a small business ?
differences in positioning and branding with a small business
differences in positioning and branding with a small business
How can a firm develop and establish an effective positioning in the market.pptx
How can a firm develop and establish an effective positioning in the market.pptx
How do marketers identify and analyze competition?
How do marketers identify and analyze competition?
How do marketers identify and analyze competition?
How do marketers identify and analyze competition?
How can a firm develop and establish an effective positioning in the market?
How can a firm develop and establish an effective positioning in the market?
What are the differences in positioning and branding with a small business
What are the differences in positioning and branding with a small business
What are the differences in positioning and branding with a small business
What are the differences in positioning and branding with a small business
How can a firm develop and establish an effective positioning in the market
How can a firm develop and establish an effective positioning in the market
Similar to How are brands successfully differentiated?
Empowering brands through better UX
This presentation explores how brands can improve their proposition and become more relevant through embedding user experience (UX) and innovation within their vision and culture.
(MBASkills.IN) How are brands successfully differentiated?
Singapore Airlines has achieved employee differentiation through its highly trained and regarded flight attendants. Eureka Fobes differentiated itself in India through door-to-door salesmen who helped craft a unique company image. Companies can differentiate themselves through optimized distribution channels, compelling brand images that appeal to consumer psychology, and innovative delivery systems or customer service approaches.
The Entourage Presentation
This document discusses branding and public relations. It provides an agenda for an upcoming keynote speech and workshop on unlocking the power of branding and engaging stakeholders through PR. The document discusses where branding goes wrong, what a brand is, why businesses need brands, and how brands work. It provides examples of brands helped by the speaker's company and discusses predatory thinking.
(Re)defining Technology Brands Through Human Fundamentals
This pioneering research redefines the way we market technological products. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Myntra-Project.docx
This document provides information about Myntra, an Indian e-commerce company. It discusses Myntra's history, starting as a personalized gifts company in 2007 before shifting to fashion and lifestyle products. It also outlines Myntra's objectives, scope, and methodology for a study, as well as limitations of the study. Finally, it discusses Myntra's company profile, value proposition, mission, vision, and recent advertising campaigns.
How is brand equit built, measured, and manged
1) The document discusses how brand equity is built through three main drivers: brand elements, products/services and marketing activities, and associations with other entities.
2) It provides examples of how companies like Microsoft, Virgin Mobile, and Airtel have leveraged these three drivers to build their brands.
3) The document also discusses how to measure and manage brand equity over time through brand audits, tracking studies, and making adjustments to marketing programs based on consumer response.
Measuring Brand Experience at Every Touch Point
This document discusses measuring brand experience across all touchpoints. It introduces the concept of brand experience as consisting of frequent interaction, value, and emotion over time. It outlines five environments - conversation, digital, retail experience, user interaction, and intimacy - where the brand should outperform. The document then discusses a case study called Pasion Movistar for measuring retail brand experience at Movistar stores in Argentina. Pasion Movistar uses mystery shoppers and measures four factors - location, brand exhibition, human factor, and offering - to calculate a retail BXP index. The program aimed to provide consistent brand experience across stores and increase retail key performance indicators.
What is the role of marketing communication?
Marketing communication plays four key roles: (1) it serves as the voice of the company to stimulate dialogue and lead to repeat purchases, (2) it contributes to building customer equity by establishing relationships and strengthening loyalty, (3) it contributes to brand equity by creating awareness and impressions that influence customer perceptions, and (4) it provides product information to educate customers on proper usage and build the brand and company identity to influence purchase decisions.
Smart Slices Marketing Applications
1) Marketers can use neurographic data to better understand their target audiences' thinking styles and how those styles influence decision making.
2) By analyzing an organization's thinking style composition, marketers can optimize team structures and job roles to maximize productivity.
3) Understanding prospects' thinking styles helps determine effective product attributes and positioning to resonate with different consumer segments.
Cbbe model
The document discusses the Customer-Based Brand Equity (CBBE) model for building a strong brand. [1] The CBBE model is a pyramid with steps to guide brand building, starting with brand salience and awareness, then performance and imagery associations. [2] It continues with customer judgments of the brand based on meaning and responses, followed by desirable feelings toward the brand. [3] The final step is brand resonance, creating an intense, loyal relationship between customers and the brand.
(Unilever) sunlight, laojee, lifebuoy and bru
The assignment was done in reviewing the marketing analysis of Uniliver’s four key brands of Sunlight, Laojee, Lifebuoy and Bru.
What Is A Brand?
The document discusses different definitions of what a brand is from experts in marketing and business. It argues that the best definition is "a brand is the sum of all the associations consumers have about your offering" because it is actionable, reflecting how the brain forms memories and associations, and brands with strong associations are more salient. The document outlines how understanding consumers' brand associations can help build desired associations through marketing to create preference and loyalty. It identifies 26 universal sources of associations that can be systematically explored to develop distinctive brand positions.
Measuring Brand Experience at Every Touch Point
This document discusses Raúl Amigo, the CEO of La Línea, and his company's approach to measuring brand experience. La Línea believes brand experience is created through frequent interactions that provide value and emotion to customers. They have developed a model to measure brand experience across five circles of influence: the conversation circle, digital circle, retail experience, user interaction, and intimacy. The model assesses the dimensions of time, efforts, and history to evaluate frequency, rewards, relevance, benefits, and memories. An example implementation of the model is Movistar's Pasión Movistar program, which aims to standardize and improve brand experience across its 1,000+ retail locations in Argentina.
Design of brands for strategic communication
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.
Brand Building Workshop Adil
The document outlines the agenda for a branding workshop for advertisers. It discusses (1) understanding the difference between products and brands, (2) different types of brands, and (3) what separates the best brands from the rest. The workshop covers how to translate consumer insights into brand ideas and the importance of 24 hour planning to connect well with consumers. It emphasizes that great brands tell compelling stories that connect with consumers on a deep emotional level by demonstrating an understanding of their lives.
Car Buying Behaviour
Did you know that cars act as tokens of our ability to control, time machines that make us younger, space and time manipulators, means of experiencing risk, aggression machines, enablers of possibilities, faithful companions, moving shelters, symbols of freedom, objects of care, sensual encounters, proofs of intelligence, play things, displays of personal taste and status? Understand the deep motives underpinning our car buying behaviour and build automotive brands and narratives that engage people at a profoundly human level.
Omllion Corporate Profile
Omllion offers a social media monitoring and analytics platform that allows companies to track conversations, measure engagement, and analyze their performance across social networks. The platform provides protection of online identities, real-time listening of influencer conversations, and metrics to evaluate growth and compare to competitors. It aims to simplify the social media experience through a single dashboard interface for protection, listening, measuring, analyzing, and engaging audiences.
Social-Media-Analytics.pptx
This document discusses social media analytics, including its definition, benefits, key metrics, and case studies. Social media analytics can help businesses quantify engagement, unlock user insights, and track competition. It allows brands to increase awareness, improve customer satisfaction, and drive growth. Key metrics include social reach, engagement rate, and sentiment analysis. Case studies show how airlines, retailers, and food companies have used social media analytics successfully. Challenges include ensuring data accuracy, privacy concerns, and contextual understanding. The conclusion emphasizes making data-driven decisions, continuous learning, and mastering analytics metrics.
Omllioncorprofile 110124063957-phpapp02
Omllion offers a social media monitoring and analytics platform that allows companies to:
1. Track conversations about their brand, products, competitors and influencers across social media sites.
2. Measure key metrics like sentiment, reach, and share of voice to evaluate performance against competitors.
3. Analyze real-time data and engagement trends to inform social media strategies and make timely adjustments to impact audiences.
The platform provides protection of online identities, listening capabilities to identify discussions, tools to measure performance, and insights to analyze growth opportunities across major social networks in a single dashboard.
Similar to How are brands successfully differentiated? (20)
(MBASkills.IN) How are brands successfully differentiated?
(MBASkills.IN) How are brands successfully differentiated?
(Re)defining Technology Brands Through Human Fundamentals
(Re)defining Technology Brands Through Human Fundamentals
FINAL PPT ONLINE COSMETIC SHOPPING.pptx application
FINAL PPT ONLINE COSMETIC SHOPPING.pptx application
More from Sameer Mathur
Brands versus private labels : Fighting to win
This presentation throws some light on the ongoing war between National Brands and Private Labels. The pros and cons of Private Labels are stated and finally the Indian scenario is discussed.
What marketers misunderstand by online reviews
This document discusses how online reviews influence customer purchase decisions and the importance of brands. It argues that with the rise of social media and user reviews, the importance of brand names has diminished. Customers are affected by prior preferences, marketer information, other people, and information services in their purchase influence mix. The document advocates that firms understand where their products fall on the opinion continuum to help with competitive positioning, communication, product segmentation, and other strategic implications. It provides examples of Indian companies like Xiaomi, Karbonn, and Xolo that have established themselves through both marketing and online user reviews.
For mobile devices, think apps not ads
Mobile ads often do not work well because mobile is a private venue and ads can pop up unexpectedly. Instead of ads, marketers should create apps that provide value to users. Successful apps add convenience, unique value, and social value. They enhance users' lives in categories like games, social networks, utilities, reviews, and brands. Nike's running app helped grow their business by 30% by tracking users' runs. Marketers will have better results communicating through valuable apps that enhance users over time rather than ads. In India, movies and TV shows are successfully promoting through mobile apps by premiering content early or providing extra content and discounts through mobile apps. This shows brands understand value cannot be developed through cheap ads but through engaging
Making the Most of a Polarizing Brand
This document discusses strategies for dealing with brand haters and polarization. It suggests focusing on under-decided voters rather than trying to change brand haters. While negative word of mouth from haters can influence others, amplifying what differentiates a brand can boost loyalty among fans. Segmentation can increase polarization and revenues by driving a wedge in the market. The document also provides recommendations for addressing brand dislike, such as understanding reasons for dislike, allowing feedback, and finding ways for consumers to connect with brands emotionally.
Make the most of a polarising brand
Kraft Foods found that their Miracle Whip dressing was a polarizing product, with passionate fans and haters. They launched a social media campaign that amplified this polarization, resulting in a 631% surge in social media engagement and 14% increase in sales. Brand polarization can be measured by looking at percentages of die-hard supporters and distracters, rather than mean scores. Companies can capitalize on polarization through strategies like placating haters, poking haters, or amplifying polarizing attributes to boost loyalty among fans. Micromax applied a polarizing strategy to change its image from a budget brand to one for the middle class in India.
My summer internship’15, An awesome journey.
This document summarizes the key points from a presentation on marketing. It discusses strategies for creating polarization among consumers to increase sales, such as antagonizing brand detractors or amplifying a polarizing attribute. It also provides tips for making a good presentation, such as having a solid structure and clear theme, removing non-essentials, and showing a clear change. Mistakes to avoid include including too much information on slides, not enough visuals, poor quality visuals, and a lack of preparation. The document was created by an intern as part of their summer internship.
What marketers misunderstand about online reviews
The document discusses how marketers misunderstand the importance of online reviews for customers' purchasing decisions. It notes that customers are influenced by preferences, beliefs, experiences, information from marketers, and information from other people when making decisions. Several individuals discuss how they heavily rely on reviews from friends or online before purchasing products. Examples are given of how companies like Xiaomi have grown in India primarily through positive user reviews rather than conventional marketing. The document analyzes how reviewing platforms help companies assess market opportunities and customer value. Firms must closely track customer information sources and review feedback to identify the best marketing strategies.
What are brands good for?
What are brands good for in this new era?.....Disaggregation helps in two-way relationship that nurtures an
What are brands_good_for
This document discusses disaggregated marketing and its advantages. Some key points:
- Disaggregated marketing allows for two-way communication, lower communication costs, more precise targeting, and increased consumer satisfaction.
- It gives manufacturers a way to influence consumers independently of retailers who control shelf space.
- Indian companies like Cafe Coffee Day and Airtel have successfully used disaggregated strategies like loyalty cards and customizable plans to build customer relationships.
- Customized t-shirt platforms are another example of disaggregated marketing in India.
- Overall, disaggregated marketing is poised for promising future growth in India as consumers demand more customized and one-to-one experiences.
Gino sa: distribution channel management
Gino SA is a French manufacturer of burners that is considering a proposal from Tianjin Fiema Boiler Company in China to become an OEM partner and purchase burners directly from Gino. This would bypass Gino's largest distributor in China, Jinghua, who opposes the deal and has threatened to reconsider their relationship with Gino. The marketing manager Zhou must decide whether to approve the deal with Fiema, considering the risks of losing Jinghua, which accounts for 40% of Gino's China revenue, versus the benefits of expanding into the industrial market and developing an OEM as targeted. The document outlines the situation, key companies and market segments involved, and factors for Zhou to
Goodyear aquatred launch
Goodyear is planning to launch the Aquatred tire, which has an innovative tread design that channels water out to reduce hydroplaning and improve wet traction. Some concerns have been raised about the Aquatred launch, including whether it is the right product, the right time to launch, and how distribution should be handled. The document discusses the tire market in the 1970-80s, Goodyear's past successful product launches, consumer preferences, competition, and distribution channels. It recommends that Goodyear control dealers' pricing before launch and use upcoming events like the Winter Olympics to introduce the Aquatred, as test data shows the innovative tread design could attract buyers and gain traction over competitors.
Goodyear aquatred launch
1) The US tire industry in the 1970s-1980s experienced changes like increased foreign competition, emergence of radial tires, and consumers replacing tires less frequently.
2) This led to sluggish demand growth, declining tire prices, and increased mergers and acquisitions as tire capacity exceeded demand.
3) Goodyear sought to launch the Aquatred tire to create a market-driven organization and better serve customers through segmentation, distribution expansion, and promotional strategies. However, distribution channels and reaching the right customers were concerns.
GINO SA: DISTRIBUTION CHANNEL MANAGEMENT
A very effective case study for learning about distribution channels-how do they work?What problems may emerge ?Etc Etc
Goodyear the aquatred launch
Goodyear is the third largest tire manufacturer globally. It earns most of its revenue from replacement passenger tires sold through independent dealers and manufacturer-owned outlets. Goodyear aims to launch its new Aquatred tire, positioned as a high-performance tire with superior wet traction. It plans a high-profile nationwide launch during the 1992 Winter Olympics with a $21 million promotional budget. The strategy involves promoting Aquatred's safety benefits to travel agencies, rental car companies, and consumers in high-rainfall areas to establish early market leadership for its new wet-traction technology.
How should companies integrate channels and manage channel conflict ?
Companies should integrate marketing channels to ensure consistency across channels. An integrated system coordinates strategies and tactics for different channels. Adding channels increases market coverage but can also lead to channel conflict if one channel hinders another's goals. To manage conflicts, companies can encourage joint memberships, provide dual compensation, and justify channels' distinct roles to reduce perceived competition among members. If conflicts remain acute, stronger measures like mediation or arbitration may be necessary.
How should companies integrate channels and manage channel conflict?
It tells about integrated marketing channels and how do companies integrate these channels. Channel conflict is also described and some ways of managing them are discussed.
What decisions do companies face in managing their channels?
Managing channels is not an easy task. Companies have to take a number of decisions to manage their channels.
How should channels be designed?
The document discusses factors to consider when designing marketing channels, including customer needs, product variety, service levels, and costs. It identifies key alternatives like the number and types of intermediaries used, and terms of trade between members. The objective is to maximize profit while providing good customer service. Evaluation criteria include sales, costs, control issues, and adaptability.
What is a marketing channel system and value network?
Marketing channels refer to the intermediaries between producers and final users that constitute a distribution channel. A firm's marketing channel system involves decisions about which intermediaries to use to convert potential buyers into profitable customers. A firm can use either a push strategy, employing sales forces and trade promotions to induce intermediaries to sell to end users, or a pull strategy, using advertising to persuade consumers to demand the product from intermediaries. Large companies employ both push and pull strategies skillfully across multiple marketing channels.
Mojor steps in developing effective communication
This document outlines the steps to develop effective communications: 1) Identify the target audience and objectives, which could be brand awareness, attitude, or purchase intention; 2) Design the communication message strategy, creative strategy, and message source; 3) Select communication channels such as personal, non-personal, mass channels; 4) Estimate the budget using methods like affordable, percentage-of-sales, competitive parity, or objective-and-task; 5) Decide the media mix and 6) Measure results and manage integrated marketing communications. It also defines different needs, strategies to translate messages to communications, and channel types.
More from Sameer Mathur (20)
How should companies integrate channels and manage channel conflict ?
How should companies integrate channels and manage channel conflict ?
How should companies integrate channels and manage channel conflict?
How should companies integrate channels and manage channel conflict?
What decisions do companies face in managing their channels?
What decisions do companies face in managing their channels?
What is a marketing channel system and value network?
What is a marketing channel system and value network?
Recently uploaded
Authentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto RicoCorey Perlman, Social Media Speaker and Consultant
Social media for business Business storytelling: key ingredients to a story
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka Indian satta Matka Dpboss Matka Kalyan Chart Matka Boss otg matka Guessing Satta Top mailing list providers in the USA.pptx
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Digital Transformation Frameworks: Driving Digital Excellence
[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
Creative Web Design Company in Singapore
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Best practices for project execution and delivery
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Mastering B2B Payments Webinar from BlueSnap
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
一比一原版新西兰奥塔哥大学毕业证（otago毕业证）如何办理
一模一样【微信：A575476】【新西兰奥塔哥大学毕业证（otago毕业证）成绩单Offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
Income Tax exemption for Start up : Section 80 IAC
A presentation on the concept of Exemption of Profits of Start ups from Income Tax
How to Implement a Real Estate CRM Software
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
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.
Recently uploaded (20)
Authentically Social by Corey Perlman - EO Puerto Rico
Authentically Social by Corey Perlman - EO Puerto Rico
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Income Tax exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
How are brands successfully differentiated?
- 1. How Are Brands Successfully Differentiated?
- 2. COMPETITIVE ADVANTAGE It is the company’s ability to perform in one or more ways that the competitors cannot or will not match.
- 3. CUSTOMER ADVANTAGE Sleep Comfort introduced Sleep Number beds, which allow consumers to adjust the support and fit of the mattress for optimal comfort.
- 4. Means of Differentiation Swatch offer colourful, fashionable watches
- 5. Progressive was the first auto insurance company to sell direct to consumers via the internet.
- 6. Means of differentiation Employee differentiation Channel Differentiation Image Differentiation Services Differentiation
- 8. Emotional Brands share 3 specific Traits- 1) Strong people-focused corporate culture 2) A distinctive communication style and philosophy 3) A compelling emotional hook.
- 9. Mystery The brand draws together stories, metaphors, dreams and symbols.
- 11. Creates Intimacy
- 12. 3 variables for analyzing potential threats 1) Share of Market 2) Share of Mind 3) Share of Heart
- 14. DISCLAIMER Created by Ankur Agrawal, IIT Kanpur, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com