In its simplest form, brand marketing is your company's promotion of a product or service. ... Your logo and company name is part of each marketing campaign but getting the company brand out there is not the main objective. Brand communications, on the other hand, is the essence of your business.
Brand Image, Customer Satisfaction And Brand Loyalty Of Blackberry Mobile Phoneinventionjournals
This study examined correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone. Subject of this research is 100 respondents who was aged 21-40 years and lived in Surabaya. The result of analysis shows there is correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone; brand image is significantly positively correlated with brand loyalty; consumer satisfaction is significantly positively correlated with brand loyalty
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
Brand Image, Customer Satisfaction And Brand Loyalty Of Blackberry Mobile Phoneinventionjournals
This study examined correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone. Subject of this research is 100 respondents who was aged 21-40 years and lived in Surabaya. The result of analysis shows there is correlation between brand image and customer satisfaction with brand loyalty of a BlackBerry mobile phone; brand image is significantly positively correlated with brand loyalty; consumer satisfaction is significantly positively correlated with brand loyalty
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
The level of familiarity amongst the consumers regarding the availability and life of a product provided by a particular brand is referred to as awareness of brand. The concept of brand awareness can be referred to as the consumer being so familiar about a particular brand he or she prefers that if a particular category of a product or choosing certain brand is mentioned, then the preferable brand strikes in the mind of the consumer (Morris et al, 2009). Preferences of consumers can be defined as personal tastes of individuals that can be understood by the utility of particular goods.
The Effects of Consumer Experience towards Behavioral Intention of Loyalty th...ijtsrd
As digital retail has become common, revenue at traditional retailers has naturally begun to decline, pop up market has become a go to marketing strategy that retailers looking for these days. Pop up market give brands the opportunity to optimizing the customer experience, engage customer through events and brands, and convert visitor into a loyal customers. The purpose of this study is to analyze the effects of consumer experience towards behavioral intention of loyalty through consumer event engagement and consumer brand engagement at Kepo Market in Surabaya. The data analysis technique used is the Structural Equation Model SEM to test the predetermined variables. Sample from 200 respondents was taken and proceed to determine the effect of this study. The result of this study showed that consumer experience gives an effect on behavioral intention of loyalty through consumer event engagement and consumer brand engagement. These insights have important implications for anyone who will conduct a similar study. Jessica Nathania | Christina Esti Susanti "The Effects of Consumer Experience towards Behavioral Intention of Loyalty through Consumer Event Engagement and Consumer Brand Engagement at Kepo Market in Surabaya" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd41264.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/41264/the-effects-of-consumer-experience-towards-behavioral-intention-of-loyalty-through-consumer-event-engagement-and-consumer-brand-engagement-at-kepo-market-in-surabaya/jessica-nathania
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Marketing Research Report Proposal [Elegant (VI)]Md. Abdur Rakib
Marketing Research Report Proposal on “Customers’ Perception towards Imported Cosmetics & Preference towards Different Brands of Shampoo”.
It is prepared by Elegant (VI) group
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
The level of familiarity amongst the consumers regarding the availability and life of a product provided by a particular brand is referred to as awareness of brand. The concept of brand awareness can be referred to as the consumer being so familiar about a particular brand he or she prefers that if a particular category of a product or choosing certain brand is mentioned, then the preferable brand strikes in the mind of the consumer (Morris et al, 2009). Preferences of consumers can be defined as personal tastes of individuals that can be understood by the utility of particular goods.
The Effects of Consumer Experience towards Behavioral Intention of Loyalty th...ijtsrd
As digital retail has become common, revenue at traditional retailers has naturally begun to decline, pop up market has become a go to marketing strategy that retailers looking for these days. Pop up market give brands the opportunity to optimizing the customer experience, engage customer through events and brands, and convert visitor into a loyal customers. The purpose of this study is to analyze the effects of consumer experience towards behavioral intention of loyalty through consumer event engagement and consumer brand engagement at Kepo Market in Surabaya. The data analysis technique used is the Structural Equation Model SEM to test the predetermined variables. Sample from 200 respondents was taken and proceed to determine the effect of this study. The result of this study showed that consumer experience gives an effect on behavioral intention of loyalty through consumer event engagement and consumer brand engagement. These insights have important implications for anyone who will conduct a similar study. Jessica Nathania | Christina Esti Susanti "The Effects of Consumer Experience towards Behavioral Intention of Loyalty through Consumer Event Engagement and Consumer Brand Engagement at Kepo Market in Surabaya" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd41264.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/41264/the-effects-of-consumer-experience-towards-behavioral-intention-of-loyalty-through-consumer-event-engagement-and-consumer-brand-engagement-at-kepo-market-in-surabaya/jessica-nathania
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Marketing Research Report Proposal [Elegant (VI)]Md. Abdur Rakib
Marketing Research Report Proposal on “Customers’ Perception towards Imported Cosmetics & Preference towards Different Brands of Shampoo”.
It is prepared by Elegant (VI) group
American Journal of Multidisciplinary Research and Development is indexed, refereed and peer-reviewed journal, which is designed to publish research articles.
Branding has emerged as a top management priority in the last decade due to the growing realization that
brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry
interest, academic researchers have explored a number of different brand-related topics in recent years, generating
scores of papers, articles, research reports, and books. This paper identifies some of the influential work in
the branding area, highlighting what has been learned from an academic perspective on important topics such
as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management.
The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a
series of related research questions. Choice modeling implications of the branding concept and the challenges
of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
Slides: Stories, Numbers & Conversations: Nokia's social media marketing prin...Antony Mayfield
Slides from the webinar presentation about Brililant Noise's paper "Stories, Numbers & Conversations: Nokia's principles for social media marketing".
A video of the presentation by Antony Mayfield, Founding Partner at Brilliant Noise and Craig Hepburn, Director Digital and Social at Nokia can be seen at http://vimeo.com/brilliantnoise/nokiapaper
The paper outlines Nokia's global strategy for social media. It was developed with Brilliant Noise, a digital strategy agency. It includes Nokia's six guiding principles for social media marketing, along with supporting case studies.
Download the paper at htpp://brilliantnoise.com/nokiapaper
Maddy Wood at Brilliant Noise offered insights of the Nokia global social media strategy: working principles to spread best practice in social media marketing among thousands of Nokia employees around the world.
Adapting Your Pipeline to Marketing’s New DynamicsScott Salkin
Scott Salkin, President of BMA Phoenix and Founder/CEO of a B2B marketing firm, as he shares data and insight behind dramatic shifts taking place in the IT sales cycle as customers are literally becoming the ‘hunter’ and sales organizations the ‘hunted.' Learn how to react to this revolution in the sales cycle, as opportunities are still abundant, and how Avnet can continue to help you drive demand in this ever changing marketplace.
Introduction to baba's methodological approach, tools, case histories, clients
4 research drivers: People & Brands, Digital research, Culture Driven Innovation, Brand Development.
Resilient brands workshop - building brands in the digital age Brilliant Noise
What's the role of brand in the digital age? How can your brand keep-up with the flow of new technologies, platforms and the need for content?
You are invited to join us for an inspiring, action-focused afternoon for people who create, manage and lead brands and brand communications.
In the session, we'll introduce you to new ways to:
- Align what your brand is, says and does
- Engage customers around a meaningful story
- Increase the value of your customers using content analytics
- Shift the focus from innovation to transformation.
Challenges
The digital revolution changes everything. It's the force driving shifts in markets, customers and organisations. To survive and thrive, businesses face a dual challenge: staying ahead of the competition while transforming their own organisation.
Our belief
You need to be customer-focused to compete. We develop strategies around the customer, their needs, their world, their experience.
Our approach
We take a strategic approach in four key areas (brand, experience, content and culture).
Everything we do contributes to building a brand from its purpose to the customer experience. We aim beyond the sale, to gain their advocacy.
We develop resilient brands:
- Build a resilient brand: aligns belief, strategy and experience.
- A shared purpose and values with customers.
- Authentic communications with an engaged audience.
Purpose of the workshop
We would like you to experience the way we build brands at Brilliant Noise. Test some of our tools and exercises so you can take-away something useful you can act on, take a first step forward creating a resilient brand.
Collaborative Conversations: Using social media in product managementBrainmates Pty Limited
Social media presents many opportunities and challenges for product managers.
In this presentation brainmates outlines how how social media is being used by to help define, develop, deploy and maintain products and services.
Social Selling Approach
Techniques for Experts to Grow Sales & Revenue by 75%
In order to move prospects farther down the sales funnel, you should connect with them on a more personal level through social selling, which is a lead-generating method. It can happen online or offline, but recent events have made it increasingly prevalent on social media. B2B social selling involves listening intently, ascertaining the problems that the prospects are facing, educating them, and offering value that is especially relevant to them.
Digital marketing uses both online and offline digital means to reach out to the target audience, while social media marketing is limited to online boundaries.
Your digital media marketing campaign may use a variety of channels such as mobile advertisements, TV, online advertising, SMS, etc.
If you want to understand how Direct, Online, Social Media, and Mobile Marketing can change the game in 2022, please read my presentation that was delivered today at The Startup Hub @Houston
Read more: https://rebrand.ly/DM-HanySewilam
If you want to enter the eCommerce world like an expert, you have to attend this session, we will let you know all the secrets and how to get the maximum of online stores
A very helpful session about how to build your e-commerce platform and what is the difference between all of them, considering you are just starting the e-commerce project.
Business Valuations For Early Stage Companies by Hany Sewilam
Produced by ENTR "Silicon Valley" - 2020
Everything you must know about the business valuation process and how to discover the fair price for your early stage project
2019 MENA Venture Investment Summary Arabic Version where you will find all the information about the entrepreneurship statistics and future in ME and North Africa
Organizational Confidence, how and when, a full research about how organizational confidence can change our behavior through multi-stages of actions and reactions.
The fundamentals of Digital Marketing and how to understand the different between traditional marketing and electronic marketing by giving attention to the marketing strategy
The fundamentals of Digital Marketing and how to understand the different between traditional marketing and electronic marketing by giving attention to the marketing strategy
Organizational Change Management presented by Hany Sewilam AbdelHamid, Leading Change and Making a Stick where you can improve your internal and external environment and change the process of MD.
Sales Promotion and Personal Selling Discussing the most common forms of consumer sales promotion and the key differences between relationship selling and traditional selling
Presentation presented by Hany Sewilam AbdelHamid @Dubai Media City - Arab Business Conference - August 2017 about the marketing communication mix between the USP & 4Ps
Study of e-commerce in Saudi Arabia for micro and small business Startups covering all the facts about the future of eCommerce platforms and the reflection in the economy
E-Commerce Business, Technology & Society, Full presentation covering the business model of e-Commerce starting from implementation, operation and revenue streaming, all about how to automate and sell online.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
How to Run Landing Page Tests On and Off Paid Social Platforms
Marketing and Brand Communication - Hany Sewilam
1. BRAND AUDIT & BRAND
RESEARCH
BRANDING
AND
MARKETING
COMMUNICATION
Hany Sewilam - 2022 1
2. DEFINITION
Keller (2008, p. 126):
2
“Brand audit is a comprehensive
examination of a brand to discover its
sources of brand equity”
Hany Sewilam - 2022
3. Concept of Brand Audit
• External-oriented
• Customer-focused
• Assess the health of the brand
• Uncover the sources of brand equity
• Suggest ways to improve and leverage the
brand equity
3
Hany Sewilam - 2022
4. Brand Audit Perspective
• A brand audit reguires understanding sources of brand equity
from the perspective of both the firm and the consumer.
• The Firm perspective
It is necessary to understand exactly what product and
services are currently being offered to the consumer and how
they are being marketed and branded
• The Consumer perspective
It is necessary to dig deeply in their minds and tap
perceptions and beliefs to uncover the meaning of brands and
products
4
Hany Sewilam - 2022
5. Brand Audit Steps
Keller (2008):
1. Brand Inventory provide a current,
comprehensive profile of how all the products and
services sold by a company are marketed and
branded
Brand inventory analysis includes the following
descriptions:
1. The names, logos, symbols, characteristic, packaging, slogans, or
other trademark used
2. The inherent product attributes or historical characteristics of the
brand and pricing, communications, distribution policies, and any
other relevant marketing activity related to the brand
5
Hany Sewilam - 2022
6. Brand Audit Steps
2. Brand Exploratory provide detailed information
about what consumers think of the brand.
Brand exploratory is reserach acitivity designed to
identify potential sources of brand equity.
Activities that useful for brand exploratory are :
1. Reviewing past studies
2. Interviewing relevant personnel to get some insight.
3. Do qualitative and quantitave research for the wide range
6
Hany Sewilam - 2022
7. Based on above figure,
The data in brand inventory, will help brand flush out the bottom left
quadrant and tell the position of brand are claiming out there in the world
The data in brand exploratory, will help brand fill out the top two slices of the
piece, telling the brand position by customers currently think and what
customer value for the brand
By Keller
7
9. Types of Worksheets
• Market Analysis
• Target Audience
• Competitive Analysis
• Point of Differentiation (POD)
• Brand Traits
9
Hany Sewilam - 2022
• Brand Positioning
• Brand Message
• Brand Credentials
• Marketing Communication
• Brand Measurement
10. 180MM subscribers, 9 million web users (53% between 18 and 27),
+9.3% growth yoy, QWERTY market
Internet penetration doubled in the past 4 years (45% mail, 45% social media
& chat, 10% browsing)
Applications on smartphones (ala I-Phone)
Community formation (BB communities)
Practical, useful, worthwhile, easy to get & cheap applications on smartphones
XXX Million USD per year
10
Hany Sewilam - 2022
11. Source of data:
Cluster Analysis
Media Segmentation Data
In Depth Interviews
Focus Group Discussion
11
12. Male
15-25 yo
SEC A/B
Live in top cities
Techno savvy
Progressive
Want to be the best
5MM people Electronics malls
Certified dealers
TV (main)
Magazine
Radio
Mobile
Social network
Female
15-25 yo
SEC A/B
Live in top cities
High mobility
Design vs feature
Social networking
Function #1
Electronics malls
Certified dealers
TV (main)
Magazine
Mobile
Social network
5MM people
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13. Nokia
Blackberry 500K users (+3000 per day)
IPhone 80K users
49% of cellphone category
86% of smartphone category
Rp.4-6M
Rp.6-8M
Rp.1.5 (C class)
-6M
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19. Smart phones
Real time, Instant Access
& connectivity
Only Nokia Human technology
enables you to get more out of life.
NOKIA
Blackberry
Iphone
Internet connection (push email,
Social networking, browsing)
BB messaging
Touch/QWERTY, camera, Internet
Sleek design
User friendly interaction
Touch screen , Camera , Internet
Unique & Free Applications
Personal music organizer
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20. Brand Message Worksheet
What we want them to think:
What the target thinks now:
Core brand message :
The message that will change their behavior/perception
RTB:
The claim support/reason to believe that brand
can deliver the message
Target
Audience:
Product :
Brand :
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21. Brand Message Worksheet
What we want them to think:
What the target thinks now:
Core brand message :
RTB:
Target
Audience:
Young Urbanites
Product : Smart Phone
Brand : Nokia
Nokia is the real people connector.
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28. Brand Research Steps
Formulate
Research
Problems and
Objectives
Conduct
Explorative Study
Prepare Field
Study
Conduct Data
Collection
Conduct Data
Analysis
Conclusion and
recommendation
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29. Example: Sunsilk Co-Creation (1)
• Sunsilk launched the co-creation formulas for shampoo and hair care in 2009.
• Objective: to strengthen Sunsilk images
• Problem: To what extent perception toward Sunsilk Co-Creation influences the
image of Sunsilk?
Research
Problem
• Literature study on brand extension and consumer’s perceptions of consumer
goods
• In-depth interview with Sunslik Senior Brand Manager and FGD with Sunsilk
target market. Objectives: to identify important attributes for survey research
Exploratory
Study
• Design questionnaire
• Determine population
• Design sampling method
• Determine sample size
• Design data collection and analysis
Field Study
Design
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30. Example: Sunsilk Co-Creation (2)
Questionnaire variables:
• Sunsilk as a brand which give beautiful hair result
• Sunsilk as a brand that solves various hair
problems
• Sunsilk as a brand that gives visible result to the
users
• Sunsilk as a trusted brand
• Sunsilk as a modern brand
• Sunsilk as a brand that makes its users feels
confident with their hair
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32. Example: Sunsilk Co-Creation (4)
Respondents’ Perceptions
No Variable Mean Top Two Box
1
More Convinced that Sunsilk Gives
Beautiful Hair All Day
2.67 65.83%
2
More Convinced that Sunsilk as a
Brand that Solves Various Hair
Problem
2.75 66.84%
3
More Convinced that Sunsilk Gives
Visible Result to its Users
2.68 63.59%
4
Establish Sunsilk Image as Trusted
Brand
2.96 80.55%
5
More Convinced that Sunsilk is a
Modern Brand
3.11 88.03%
6
Enhance image of Sunsilk as a Brand
that Makes its Users Feel Confident
2.84 73.31%
No Variable Mean Top Two Box
1 Sunsilk Gives Beautiful Hair All Day 2.49 48.88%
2
Sunsilk as a Brand that Solves Various
Hair Problem
2.4 44.14%
3
Sunsilk Gives Visible Result to its
Users
2.36 38.91%
4 Sunsilk is a Trusted Brand 2.72 68.33%
5 Sunsilk is a Modern Brand 2.67 65.84%
6 Sunsilk Makes its Users Feel Confident 2.38 43.40%
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33. Example: Sunsilk Co-Creation (5)
T-Test of Mean Differences
Paired Differences
t Df
Sig.
(2-
taile
d)
Mean
Std.
Deviat
ion
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair
1
Beautiful Hair Pre –
Beautiful Hair Post
-.17955 .63062 .03149 -.24146 -.11764 -5.702 400 .000
Pair
2
Solves Hair Problems Pre –
Solves Hair Problems Post
-.34165 .66745 .03333 -.40717 -.27612 -10.250 400 .000
Pair
3
Visible Result Pre – Visible
Result Post
-.32419 .60385 .03015 -.38347 -.26491 -10.751 400 .000
Pair
4
Trusted Brand Pre – Trusted
Brand Post
-.23441 .63239 .03158 -.29650 -.17233 -7.423 400 .000
Pair
5
Modern Brand Pre –
Modern Brand Post
-.44888 .80188 .04004 -.52760 -.37016 -11.210 400 .000
Pair
6
Give Confidence Pre – Give
Confidence Post
-.46135 .69938 .03493 -.53001 -.39269 -13.210 400 .000
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34. Example: Sunsilk Co-Creation (6)
Regression Analysis
Y = 0.938 + (0.017 x X1) + (0.670 x X2)
Y = Overall perception of ability to solve all
hair problems of Sunsilk after Co-Creation
X1 = Perception of Sunsilk
X2 =Perception of Sunsilk Co-Creation
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35. Example: Sunsilk Co-Creation (7)
Conclusions
“Sunsilk Co-creation significantly affects respondents’
perceptions toward Sunsilk, the strongest one is about its
ability to solve all hair problems”
Recommendations
• Sunsilk can maximize this opportunity by adding well-
known brand ingredient to its product or doing
ingredient branding.
• Adding a well-known hair experts, preferably
Indonesian hair expert, to be a ‘local ambassador’ of
Sunsilk in Indonesia
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36. Example: Rolex Brand Audit
• History
• Brand Inventory
– Product related attributes
– Rolex brand portfolio
– Communication, pricing and distribution
• Brand Exploratory
– Customer knowledge
– Sources of brand equity
– Ambassadors
– Sports & culture
– Philanthropy
– CBBE
– Counterfeiting: threat to equity
• Recommendations
– Introduce new design
– Connect with female customers
– Attack the counterfeit industry
– Understand younger consumers
– Communicate long-term value
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37. Example : Calvin Klein Brand Audit
Brand inventory
Target market : The consumer who is “14 to 50 years old and desires modern
fashion forward products”
Distribution : distributed within all tiers department store and reach all levels of
consumers
Advertising : advertising spans in 21 countries and reaches and estimated 98
million people globally.
Product : have a variety of product classifications, (women’s sportwear, denim,
menswear, underwear, men’s accessories and footwear, swimwear, fragrances,
eyewear, footwear, home furnishings)
Price : have the variying prices.
Promotions : used brand ambasador
Place : has stores in 130 territories outside US and 650 domestic retail locations
Brand Mantra : “Sex, luxurious, minimal, classic, intimate and professional”
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38. Brand Elements Name : “Calvin Klein”
Symbols : “CK”
Slogans : - “Between love and madness lies obsession”
- “Nothing comes between me and my Calvin Klein”
(for CK jeans)
Sultry and neutral colors for the shopping bags
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39. • Brand Exploratory
- Consumers trusting of the brand
- Consumers feel confident used the product
- Consumers have perception that CK produces quality lasting products
- Key word describe the brand by consumers :
“ Sexy, Sophisticated, Casual, Hip, Daring and Distinct”
Recommendation
Calvin Klein for children is currently the weakest of the company brand
extentions because it is still lacking in the profit.
The brand must expand their products to include clothing that children living
in household with alower income would wear.
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41. Features of Brand Association
1. Strength.
2. Favorability/valence.
3. Uniqueness.
4. Relevance.
5. Number.
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42. Steps
1. Determine the competitive set.
2. Generate free associations.
3. Collect response latency data for strength of
associations.
4. Measure uniqueness, relevance, and
favorability of associations.
5. Construct the strategic brand association maps.
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