The document discusses three key questions for effective brand positioning: 1) Have we established an appropriate frame of reference for the brand? 2) Are we leveraging the brand's points of parity with competitors? 3) Are the brand's points of difference compelling and desirable to customers? It emphasizes the importance of considering the brand's frame, points of parity, and points of difference, and how a brand's positioning may need to evolve over time to stay relevant to customers' changing needs. An example of Subway adjusting its positioning from a health focus to also emphasize taste is provided.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
For the consumers, a brand is a product. But for the maker or the seller, a brand is an identifier of its goods and services and a promise of consistently delivering the features/benefits that the consumers desire from the brand
This material has been created & developed by Shankar Balan, Independent Management Consulting Professional. Material is under copyright but can be referenced.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
How does marketing affects customer value ?Sameer Mathur
"How does marketing affects customer value ?" Helps to capture Value creation, value chain, core business process etc.
MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER
(14 EDITION)__ CHAPTER 2[DEVELOPING MARKETING STRATEGIES AND PLANS]
DISCLAIMER
These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)
Presentation By: AJEET KUMAR
For the consumers, a brand is a product. But for the maker or the seller, a brand is an identifier of its goods and services and a promise of consistently delivering the features/benefits that the consumers desire from the brand
This material has been created & developed by Shankar Balan, Independent Management Consulting Professional. Material is under copyright but can be referenced.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
How does marketing affects customer value ?Sameer Mathur
"How does marketing affects customer value ?" Helps to capture Value creation, value chain, core business process etc.
MARKETING MANAGEMENT: A SOUTH ASIAN PERSPECTIVE BY-PHILIP KOTLER
(14 EDITION)__ CHAPTER 2[DEVELOPING MARKETING STRATEGIES AND PLANS]
DISCLAIMER
These slides were created by AJEET KUMAR, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)
Presentation By: AJEET KUMAR
Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are it’s offerings.
“If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you”. This statement was made by John Stuart, Chairman of Quaker. It revealed the importance that some business executives attached to the concept of brand equity even when many had not grasp the vision. Tangible assets ruled for much of the 20th century. Business executives knew brands were there but their value was not recognized by many. Then the 1980s arrived, and by this time the value of brands was recognized not only by top corporate officials but also by consumers. This brand equity is the measurable value derived from marketing and other strategic management efforts attributable to a brand. This measureable value enables customers in making buying decisions, builds customer loyalty, builds market share, protects market share, helps command higher prices and assist in business expansion. But there is also a flip side, a neglected brand erodes value. The problem gets more acute when it comes to understanding what makes a brand valuable than others: how should one measure the strength of a brand? What limited numbers of indicators should one use to evaluate what is commonly called brand equity?
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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
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.
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.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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
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
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The Old Oak - Press Kit - Cannes Film Festival 2023
Module 4 assignment
1. Three question you need to ask about your brand
Kevin Lane Keller
Brian Sternthal
Alice M. Tybout
2. Traditionally brand managers have concentrated on points of difference
— the benefits that set each brand apart from the competition !!
3. Two other aspects of competitive positioning are
1. understanding the frame of reference within which their brands work
2. addressing the features that brands have in common with competitors.
Effective brand positioning requires not only careful
consideration of a brand’s points of difference, but also of
what we call its points of parity with other products.
4. Subway faced a brand-positioning dilemma in 2000 when its ad agency
recommended that the sandwich shop chain present itself as the
healthy fast-food brand, using as its spokesperson a 22-year-old man
who had lost 245 pounds by following a diet that consisted largely
of Subway sandwiches.
5. The agency was focusing almost exclusively on Subway’s key
point of difference from other fast-food restaurants: healthfulness !!
6. Subway’s research suggested that the company, which has more stores
than any other fast-food operation, could successfully compete on taste
with the burger giants, And executives knew that fast food consumers
often perceive good taste and healthfulness to be at odds.
7. Subway began running the agency’s advertisements nationwide.
But recently it has been simultaneously running another campaign
promoting new products on the basis of taste. Whichever approach
turns out to be right for the brand in the long term.
8. The example shows that brand positioning focusing only on a point
of difference leaves out important issues. Sound competitive
positioning requires the identification of an appropriate frame of
reference and associated points of parity and points of difference.
10. Brand positioning starts with establishing a frame of reference,
which signals to consumers the goal they can expect to achieve
by using a brand. In some cases, the frame of reference is other
brands in the same category.
11. In later stages of the product life cycle, growth opportunities
(and threats) may emerge outside the product category.
Accordingly, shifting the frame of reference may be necessary.
The case of FedEx illustrates this evolution.
12. When Federal Express launched its service, it offered a clear point of difference from
traditional mail delivery via the U.S. Postal Service: overnight delivery.
13. While FedEx continues to be concerned about competitors in the overnight delivery
category, some of its stiffest competition now comes from other forms of document
transmission. For example, many documents that once would have been sent by overnight
delivery can be faxed or e-mailed more quickly and inexpensively.
14. A new point of difference is required.
Against this new frame of reference !!
15. FedEx could choose to differentiate on security, confidentiality, and attention-
getting capability. This type of differentiation would be supported by FedEx’s
heavily promoted tracking capabilities, which distinguish it not only from fax and
e-mail, but from other overnight delivery carriers as well.
17. Consumers might not consider a bank truly a “bank” unless it offers
checking and savings plans, safe-deposit boxes, traveler’s checks, and so on.
The approach you use to meet these minimum requirements for playing the
game will depend on where your product is in its life cycle.
18. Brand Extensions :-
When extending a brand, it’s easy—and dangerous—to shortchange
points of parity. The more an extension differs from a base brand,
the greater the importance of focusing on the frame of reference.
19. For example, when Nivea, which markets its skin cream as “gentle” and
“protective,” started selling deodorant, establishing that the deodorant
did what deodorants do—stop odor—was essential. Once that was
established, marketers could think about pushing the gentle and protective
qualities already associated with the Nivea brand.
20. Established Brands
Managers of established brands also need to reassess points of parity from time to time,
because attributes that were once differentiators can become minimum requirements.
22. Strong, favorable, unique associations that distinguish a brand from
others in the same frame of reference are fundamental to successful
brand positioning. But it’s important to avoid a one-dimensional view
of differentiation.
23. Careful analysis shows that there are three types of brand differences:
1. brand performance associations,
2. brand imagery associations,
3. and consumer
insight associations. By considering each of these kinds of differences,
you can better target your message.
24. When considering whether to buy a computer, a car, a book, or an item of clothing, a
consumer can study the product’s concrete qualities and features. In such cases, brand
performance associations may be all you need to distinguish your product.
25. But when
making choices based on experience—such as where to get a haircut or eat dinner—
consumers use brand imagery associations.
Brand imagery is typically established by
depicting who uses the brand and under what circumstances.
26. The Pitfalls of Brand Positioning
Competitive brand positioning is hard work.
Many brands falter sooner than they should;
some don’t even make it out of the gate.
Here are five pitfalls to watch out for:
27. 1. Companies sometimes try to build brand awareness before
establishing a clear brand position. You have to know who you are
before you can convince anyone of it.
28. 2. Companies often promote attributes that consumers don’t care
about. The classic example: For years, companies that sold
analgesics claimed their brands were longer lasting than others.
Eventually, they noticed that consumers wanted faster relief more
than sustained relief.
29. 3. Companies sometimes invest too heavily in points of
difference that can easily be copied. Positioning needs to keep
competitors out, not draw them in. A brand that claims to be
the cheapest or the hippest is likely to be leapfrogged.
30. 4. Certain companies become so intent on responding to
competition that they walk away from their established positions.
31. 5. Companies may think they can reposition
a brand, but this is nearly always difficult
and sometimes impossible.
Brand positioning is a tough task. Once you’ve
found one that works, you may need to find a
modern way to convey the position, but
think hard before you alter it.
32. Brand performance associations relate to the ways in which
a product or service attempts to meet customers’ functional
needs. These associations, which are based on intrinsic
properties of the brand, revolve around the many facets of
the question: “Does this product do what it says?”
33. There are two questions that serve as fundamental filters through
which to run your brand’s points-of-difference benefits:
Are they desirable to customers? can you deliver them?
When the answer to both is yes, a point of difference can become a
strong, favorable, unique brand association
34. To qualify as desirable, a point of difference must be perceived
by the brand’s audience as both relevant and believable
35. In the early 1990s, for example, a number of brands in different
product categories (colas, dishwashing soaps, beer etc.)
introduced “clear”—colorless and in some cases transparent—versions of their products
Although clear might have initially signaled naturalness, purity, and lightness,
a proliferation of clear products blurred the meaning of this attribute. It’s worth
noting that as long as benefits are perceived as enhancing performance, they
needn’t have any real effect.
36. Deliverability.
A product’s point of difference needs to meet three deliverability criteria.
First, creating the point of difference must be feasible
Second, positioning on a particular benefit must be profitable
Finally, the positioning must be preemptive, defensible, and difficult to attack.
39. Developing an effective position goes beyond determining the
frame of reference, points of parity, and points of difference.
It also requires that these elements be internally consistent
at any point in time and over time.
40. As a brand ages, the challenge is to make sure it stays up-to-date and in touch with
consumers’ shifting needs. This can be achieved in a variety of ways. In some cases, the
brand’s position is sufficiently rich that exactly the same position can be sustained over time
41. In other cases, presenting the same points of difference over time does not sustain a
brand’s performance. It may be necessary to deepen the meanings associated with the
brand. This entails demonstrating more explicitly how the brand relates to consumers’
goals and requires insight about what motivates consumers to use a brand.
42. In the laddering-up process, consumers are first given concrete attributes and then
prompted to climb toward progressively more abstract and general inferences
43. Another approach to sustaining a brand position is to build what the Leo Burnett
advertising agency has termed the “big idea.” This entails identifying a differentiating
benefit that is important to consumers and presenting, over time, a variety of attributes
that imply the benefit.
44. you need to ask about your brand—
Have we established a frame?
Are we leveraging our points of parity?
Are the points of difference compelling?
Asking these questions will help ensure the right brand positioning,
but don’t think any of these variables stays static for long. The savviest brand positioners
are also the most vigilant