How Brands Are Built
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A brand is not just a logo, product, or identity, but rather a promise about an organization's benefits that is reinforced through every customer interaction. Brands exist in the consumer's mind as mental constructs made of different impressions. Three rules for building a brand are to reinforce the brand promise consistently across all customer encounters, accurately reflect organizational beliefs, and maintain consistency to establish the desired identity. Strong brands can provide benefits like higher pricing, lower costs, and greater market share.
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Carla Jones gave a presentation on online reputation management and the role of celebrities. She discussed how brands use celebrities to raise awareness, highlight attributes, and attract new audiences. However, celebrities can also damage brands if they misbehave or have values not aligned with the brand. She advised researching which celebrities fit a brand, asking the target audience, setting goals and monitoring the relationship. Other options like using loyal consumers or internal stakeholders as ambassadors were also presented.
Brand identity: Why every business needs a brand identity and how to create it
Best practices for developing a more powerful brand by branding expert Debbie Inglis. Presented as a monthly webinar for Smart Insights members
Moraine Showroom-Summary
Moraine has extensive experience helping brands grow from start-ups to established multi-national brands. They provide strategic guidance on brand building, product development, brand positioning, sales strategy, and developing relationships. Their team has decades of experience in the fashion industry and they currently operate a top-tier showroom in New York City, representing some of the best brands and selling to high-end retailers.
Not your Grandfather's Business Plan Writing Workshop by Thadeus Giedd
The questions you should be asked (or should have been) and the items that should be addressed prior to starting the business plan writing process.
A different style, but I think the correct starting approach to tackling writing a business plan.
Branding & advertisement
The document provides an outline for a presentation on branding and advertising. It discusses product branding, building a brand, packaging and design, the role of consumer behavior, quality of service, market positioning, flexibility in branding strategy, internal marketing, communications, and the concept of a promotional mix. It also covers topics like advertising to consumers and businesses, different advertising media, and how packaging can protect, promote, provide value, and preserve products.
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Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
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How Brands Are Built
- 1. HOW BRANDS ARE BUILT
- 2. A BRAND IS NOT... A Logo A Product An Identity
- 3. BRANDS ARE PROMISES ... about who you are and what benefits you deliver that are reinforced every single time people come in contact with any facet of your organization.
- 4. BRANDS EXIST IN THE CONSUMER’S MIND •A mental construct, an idea • Fragments pieced together • Impression often irrevocable • Nature abhors a vacuum
- 5. 3 RULES OF BRANDING Your brand is a promise that must be reinforced every time people come in contact with any facet of your organization Your brand must accurately reflect the core beliefs of your organization, your leadership, and all who deliver on your brand experience to your customers Consistency builds brands, so every encounter with your brand (your product, people, Web site, ads) must consistently contribute to your desired brand identity
- 6. BRAND BENEFITS • Premium Pricing • Lower Cost of Sales • Lower Cost of Promotion • Lower Employee Turnover • Higher Market Share • Higher Stature
- 8. BUILDING A BRAND Great brands are built from the top down And from the inside out
- 9. BUILDING A BRAND Product Perception Position Persistence Promise Presentation
- 10. BRAND TOUCHPOINTS Post-purchase Pre-purchase Experience Experience Influencing Touchpoints Purchase Experience
- 11. SIGNS A BRAND MIGHT NEED AN UPDATE • Major business changes • Major market changes • Change of ownership • Rapid market or product line expansion • Major product, channel, or strategic diversification • Merger or acquisition • Brand identity out of step (with market, trends, culture)
- 12. s la t ug et THANK YOU! m o o D urd ds .c B an br 0 ry 80 lle .4 ti 27 a r 7.6 s@ 5 la 7 ug do