1) The document discusses brand positioning formulas that include defining the target audience, key benefits, and reasons to believe for a brand.
2) It provides an example of applying the formula to a condom brand, positioning it for males aged 18-30 and sexually active people by emphasizing durability, reliability, and excellence as benefits along with responsible sexual health as the reason to believe.
3) Additional components of brand positioning discussed include defining the brand essence, values, personality, insights, competitors, and strengths to build upon.
role of brand ambassador in building strong brand equity...Debasis Sahoo
this slide describe the role of brand ambassador helps in building strong brand equity .and how helps in creating brand awareness and brand recall.and described in cbbe model...impact of brand ambassador in CBBE model
role of brand ambassador in building strong brand equity...Debasis Sahoo
this slide describe the role of brand ambassador helps in building strong brand equity .and how helps in creating brand awareness and brand recall.and described in cbbe model...impact of brand ambassador in CBBE model
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
Brand is the personification or the trust of a product or services among the customers, that they derived by using the particular product or services. A Brand adds emotion and trust to these products and services, thus providing clues that simplifies consumer’s choice.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
Brand is the personification or the trust of a product or services among the customers, that they derived by using the particular product or services. A Brand adds emotion and trust to these products and services, thus providing clues that simplifies consumer’s choice.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
Applying consumer psychology to branding.
This is a slightly modified version of a presentation given at Kantar's "The WHY code" seminar on neuroscience, neuromarketing, branding and archetypes.
How your organisations culture defines your brand Margo Cashman
How the relationship between brands and the organisations they represents, exploring how the alignment of brand and culture drives credibility and trust.
Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
Uncovering Your Unique Value Proposition (UVP): Explore Minnesota 2017Tim Miles
To quote Dan Heath, most mission statements are "really long on statement and really short on mission." We'll lead you through a series of questions to ask your team to discover what makes you truly unique and valuable to your customers.
Jim Stengel, Procter&Gamble Global Marketing Director, wondered what makes a company memorable and at the same time profitable and came to the conclusion that the best global brands change people’s lives and are based on high ideals after studying 50,000 brands in more than 30 countries and by more than 28 different categories in the course of 10 years.
Stengel created a list of the best brands that largely meet the ideal and know how to relate to the expectations, emotions, ideas and values of their clients through by analysing financial results, commitment levels, loyalty and recommendations by consumers. His research showed that brands with a mission and an ideal that brings together its customers and the society are 400 % more likely to be successful than those that are not. It not what product or service people buy but what cause, motive or idea people support.
The ideals of the brands listed by Stengel and his research team, apart from being based on the values related to altruism and social responsibility, embody true and essential values of human life that inspire feelings, thoughts, attitudes and behaviours towards these brands on the part of their stakeholders helping building stronger brands.
In this case, companies need to understand that their culture is unique and constitutes a key competitive advantage: companies act and are perceived in accordance with how they feel and what they think.
The example of Zappo’s, a footwear brand, whose ideal is the delivery of happiness, helps to underscore ten key values to take into account, as for example, “embrace and drive change” or “be humble”.
Differentiation is increasingly important for brands, understanding what human ideal is close to the brand. Regarding this aspect, there are five features that should guide companies in managing their respective brands: deliver an experience of happiness to people, connect people with outer world, explore new horizons with them, develop confidence and generate a positive influence on the society.
In order to achieve the desired result, brands should follow 5 steps (discover, build, communicate, deliver and evaluate) to ensure that their beliefs and values are shared and perceived by different stakeholders and to implement and activate the idea that makes the brand meaningful.
Life is ever changing and that is why companies fight to be innovative, innovation becomes a representation, implementation and execution of new ways of approaching their ideals by providing solutions through products and services. Changing people’s lives and become meaningful brands by doing so are the challenge that brands are facing today.
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
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Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
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Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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2. Brand positioning
formula
Brand DNA
(what’s the long range
feeling the brand
evokes)
Target
audience
(who do we want to
sell to)
Brand
positioning
Benefit
(what are we selling)
Reason To
Believe
(why should they believe
us)
“Positioning: The Battle for Your Mind”
(by Al Ries, Jack Trout, Philip Kotler)
3. Example of Brand Positioning formula
-Target Primary Target = Males aged 18-30
Target
-Secondary Target = Sexually active people
-Market leader, over 75 years experience
-Works with healthcare professionals, governments and organisations
-Exceeding International standards
DURability
REliability
EXcellence
-Rational benefit: durability, reliability and excellence
-Emotional benefit: sensual, sensitive and fun
Distinctiveness
Brand Novelty
Attribites
-Communication: misson of durex is responsible for the safety
of public health
-Modern sexual culture
-developing product lines: condoms, lubes, toys….
4. Brand Essence
It is a short brand manifesto to bring
-Brand mission
-Brand vision
Brand essence
is
The distillation
of the brand
into
-Brand commitment
into life with the support of creative communication campaigns
OR
between brand and customer
Brand essence should be:
-short
-crisp
-vivid
-memorable
in its meaning
Example:
-Nike: genuine Athletic Performance
-Disney: Fun Family Entertainment or “Disneyworld, Magical Fun”
-Hallmark: Caring Shared
7. Brandkey formula
Values, Belief &
personality
benifit
why
stands for
should
and believes
they
in and its
Essence
personality
believe
us
distillation of the
brand into a core
idea or promise
what are we
selling
single most compelling
and competitive
reason for they to
choose the brand
Reasons to
believe
Discriminator
insight
Hidden deep thinking through their
attitudes and behavior
Competitive
Environment
direct, indirect
and potential
competitors
who do we want
to sell to
Root strengths The basic / oriinal attributes / values / benefits we
want to build on and be known for
Target
8. DIANA brandkey
comfort
high market
Reasons to
convenience share in Vn and
Values, Belief &
believe
foreign
safety
personality
13 years of
Essence
confidence
love life
benifit
When I use
Diana, I feel
Be a girl, it’s so
great!
comfortable
and
confident
existence and
development
joy and
pride of
women
Discriminator
Insight
I’m a modern girl, with the comforts of modern
life, a little inconvenience monthly are minor
compared to the fun series and other privileges
that only girls can have
Competitive
Environment
Root strengths
Brand: women of all
Mass marketfemale
ages from 14
tampons, including
Kotex, Laurier, Whisper... and periods
outstanding quality and variety
Target