Tag Archives: Brand Management

How To Create An Unforgettable Brand

If you run a business, your branding is one of the most important elements of it. It makes no difference how big, or small your business is, without the right branding and marketing, you will not make the profits that you deserve to because not enough people will know you exist. Your branding works is a promise to your customers, showing them what you stand for and how you operate. It also shows them what you can provide. Your branding sets you apart from the competition and is the thing, more than anything else, that will persuade customers to come to you and not another company. How can you create an unforgettable brand? Continue reading How To Create An Unforgettable Brand

How To Do Branding Exercises Like A Pundit

The first quarter of the year has passed by and you’re working on a marketing plan. And worse, you’ll be ending the year with a crappy and failing marketing strategy again. Ouch!

But you can’t do the same strategy, the same structure and the same attack. If you wonder why you are stuck somewhere or in a dilemma of being in a plateau state, then you might need to take a closer look at how you integrate all your marketing efforts and align them to your branding exercises. Continue reading How To Do Branding Exercises Like A Pundit

Craft a Great Online Business Profile with These 5 Tips

How important is your online business profile? Let’s just say an online business without a great business profile is like a brick and mortar store with stunning window displays and no front door. You know it’s there, but there’s no easy way in so off you go to the store next door. Online businesses have to have a great business profile on LinkedIn, Facebook, Twitter and other popular networks in order to stand out and bring customers in. So, how do you craft that killer online business profile? Follow these 5 tips. Continue reading Craft a Great Online Business Profile with These 5 Tips

How to create the perfect logo

A logo can be used to identify many things, including products, organizations, and businesses, and are often unique graphics and images that represent a message. A logo that stands out, and clearly defines a specific message is a great way to gain brand awareness and representation. It’s important when creating a logo to look into many things, including what you’re representing, how the logo will be used, and who your audience is. Here are a few tips on how to create the perfect logo. Continue reading How to create the perfect logo

Enhance Brand Values With Promotional Products

One of the constant balancing acts marketers walk is the need to maintain a fresh and relevant modernity about their brand without losing the hard-won authority built with many years of marketing investment. Most large companies regularly update their livery every decade or so to keep up with trends in design and corporate imagery but this option does not necessarily suit smaller organisations. That’s why many marketers believe choosing the right promotional product which reflects the commercial zeitgeist is a proven way in the interim of associating their brand with developing social and business trends. It may not be possible for many companies to make short-term changes to consumer perceptions of their brand however the simple act of applying company branding to an up-to-the-minute product is a cost effective way to enhance consumer perceptions and take advantage of the latent energy of market trends. Continue reading Enhance Brand Values With Promotional Products

4 Tips For Marketing Your Business In San Diego

There is a lot that you need to do in order to have a successful business. Besides running your business well, offering a good product or service, and having good customer relations, you need to market your business. Word of mouth will only get you so far, and without a proper marketing plan your business will not be able to grow to its full potential. If you are opening up a business in San Diego, or you already have one there, here are a few tips on how you can market it. Continue reading 4 Tips For Marketing Your Business In San Diego

Signs, signs, everywhere signs!

No business, no matter how great the product or service is, will ever be successful without customers. The right kind of signs can go a long way toward creating buzz about your business. This is particularly important when your business is in its fledgling stages. Make some noise on the scene and let customers know you are there! There are actually many ways that the right signage can help drive traffic through your doors. And after all, that’s why you are in business in the first place, right? Here, we’ll take a look at some of the best reasons to ensure your business has great signage. Continue reading Signs, signs, everywhere signs!

Today’s Men’s Business Fashion

An article published in “Psychology Today” revealed that it takes no more than 30 seconds before one person makes an impression of another. The clothing one wears plays an important role in arriving at this conclusion. If employed as a professional in business, men must make the effort to portray the appropriate message by being conscious of overall appearance. Among other things, the correct attire conveys someone who acts responsibly, pays attention to detail and exudes confidence. Continue reading Today’s Men’s Business Fashion

The evolution of brand storytelling

Telling the story of a brand has always been a key piece of the marketing puzzle. In order for people to care about and take interest in a company, they have to be engaged with it and that happens when you create compelling copy. Whatever stage your company is at, content marketing will play an important part in the strategy used to get you noticed. Continue reading The evolution of brand storytelling

Premier scaffolding in Virginia

If you are in search of professional scaffolding in Virginia, there is only one place to look and that is with Scaffold Resources. The company has years of experience providing the most high quality workmanship and safety products in the area. This company is highly regarded for providing expert engineering, high quality services, and competitive prices. Continue reading Premier scaffolding in Virginia

Motivation and Love of the Job – Eric Schiffer Explains they Don’t Always Go Hand-in-Hand

When we love our jobs, we expect to be motivated to always do exceptional work; to be enthusiastic and filled with energy and ideas, right? Not necessarily. Conversely, when we hate our jobs, that’s when we underperform, are slothful and execute poorly, isn’t it? Perhaps not always. Motivation, like inspiration, doesn’t inevitably strike when it is most convenient or useful, and even when we are in love with our jobs, we can sometimes find ourselves lacking initiative. How can we light that elusive fire underneath ourselves in both the best and worst of circumstances? Continue reading Motivation and Love of the Job – Eric Schiffer Explains they Don’t Always Go Hand-in-Hand

Brand Marketing for the Real World

There are thousands of pages of information on the importance of Brand Marketing and Brand Awareness and how it is critical for the success of any company. These articles go on to discuss large studies conducted by universities and huge marketing groups how to build brand awareness using multi-faceted campaigns across the internet, social media, broadcast TV and Radio, and on and on as the key to success for any business with tag lines like “you must sell yourself before you can sell your product” and recommending huge percentages of your advertising budget to do this. Continue reading Brand Marketing for the Real World

How can rebranding transform a company’s prospects?

Businesses of all sizes can spend many years building up their brand as they try to establish a foothold in their respective industries and develop a strong reputation. However, there occasionally comes a time when even the most well-established and successful ventures need to overhaul their image and change how they are viewed.

Continue reading How can rebranding transform a company’s prospects?

Signage That Drives Business

Every business has a sign over the top of the door that announces who they are to the world. The most basic reason for that sign is to allow a customer to locate them and know who they are. While that is all that may be needed for super-sized box store chains like Walmart or Target, most businesses do not enjoy that level of brand awareness that allows for a name to tell the whole story. For the rest of the retail and service industry world, the sign is needed to promote themselves, their products, and provide information to encourage the customers to come in. Continue reading Signage That Drives Business

Going The Extra Mile: Customer Service Essentials

 Given the technological advancements of the past decade – in particular the internet – customers now have a staggeringly vast choice in terms of the products and services they consume. Each year, countless new companies emerge on the scene, each trying to undercut the prices of those who’ve come before them. Undeniably, in a buyer’s market, perceived value for money is paramount. But what else marks the distinction between businesses that succeed and businesses that don’t? Without at doubt, customer service or “the buying experience” have a massive part to play as well. Here are some essential areas to focus on. Continue reading Going The Extra Mile: Customer Service Essentials

Projecting the Right Business Image Today

 During the economic boom of the 1980s, the archetypal image of a successful businessman was personified in the character of Wall Street’s Gordon Gekko; sleek, well-groomed, ruthless and with all the mod cons of the era. Whilst some of these characteristics are equally important in the current context, there is now far less emphasis on clothes you wear and the car you drive. An Armani suit is no longer a prerequisite for success, nor is a brand new BMW, when a used Audi from Exchange and Mart serves very much the same purpose. What is evermore vital today, is confidence, communication and a concern for environmental issues. Continue reading Projecting the Right Business Image Today

Brand Personality Dimensions

Brand personality refers to those human personality traits (sometimes developed cognitively) which are developed harmoniously with a brand, whether it is a product or a service. While branding a product or a service, especially if it is new, or is being launched in a new market, or is getting repositioned in a new or existing market, in depth understanding of all the dimensions of Brand Personality is of utmost importance to the product or service manager or the brand manager.

Consumers often describe products or services offered as brands (more often than not in their sub-conscious level of comprehension or brand association) by using descriptors of certain common personality traits. Marketers attempt to use this consumer behavior to create or reinforce these perceptions through strategies involving brand positioning or unique re-positioning. Now successfully positioning (or re-positioning) a brand’s personality within a product category requires the application of multiple measurement models and frameworks. This is to ensure that the branding manager can successfully disentangle a brand’s unique personality traits from those generic traits that are common across all the other brands in a similar product or service category and also from amongst its substitutes.

The dimensions of Brand Personality was initially proposed by Aaker (1997) in his famous brand personality framework consisting of 5 dimensions of every brand that impacts cognitive branding, brand association and brand recollection.  Again brand  association  appears  to  partially mediate the influence of the competence dimension of brand personality on brand attractiveness.

The 5 main dimensions of brand personality are Sincerity, Excitement, Competence, Sophistication, Ruggedness. Consumers perceive sincere brands as being honest, not-exaggerating, truthful, and cheerful. Similarly consumers perceive exciting brands as being daring, adventurous, high spirited, imaginative, and somewhat with a sharp cutting edge (especially for certain technology gadgets like the Play Station). Consumers perceive Competence from product or service reliability, deliver-ability and from the success symbols from a brand. A brand that is perceived to be sophisticated is viewed as being charming and associated with a higher snob value and thus fit for the upper society, or to fulfill higher order needs from Maslow’s hierarchy of needs. Similarly rugged personality brands are perceived to have the features of being outdoorsy and tough.

Generally speaking, brand  personality  is likely to be more difficult to imitate by competing brands and substitute products,  than more tangible product attributes or service level dimensions. So marketing practitioners have the advantage of using it more suitably to  achieve more  sustainable  advantages  (Ang  and  Lim  2006),  for  creating  product or service level  differentiation  and positioning, which in turn ensures a Pull strategy and is more sustainable in the long run. This also creates the highly sought after greater Brand Equity, something for which in current times, branding and advertising managers spend millions (if not billions) of dollars upon.

Now, since high  brand  equity tends  to  occur when  consumers have  numerous  positive  and  strong associations, either in the conscious our sub-conscious level, related  to  the brand. Brand association, which  is defined as “anything  linked  in memory  to a brand” is one of  the major components of  brand equity, and is greatly affected by the brand personality dimensions. Brand association, not only results in high greater brand awareness but also creates greater brand recall and so has a distinctively positive correlation with brand equity since it can  represent brand quality and brand commitment. These in turn creates the initial platform for any product or service brand to harness the strength to pull consumers, i.e. implement a pull strategy.

Now brand name recognition with strong brand association can  successfully developed through  a carefully planned and panned out  long-term marketing strategy, which involves activities like advertising,  public relations, customer need identification, pricing,  understanding evolving market dynamics and subsequent product or service offering modifications. No wonder today, multinational companies and business firms are investing millions and billions of dollars in advertising and other forms of marketing communications in order to create greater brand awareness and also greater brand association, so as to be able to implement a pull strategy.

With time a more detailed brand personality structure evolved as managers attempted to understand the requirements of branding activities better through greater focus on consumer behavior.

By the way, do you know about how to create a marketing plan in a structured manner?

Also, Have you read our article on the Marketing Mix or the 4 Ps of Marketing?

Dreams

There are clubs you can’t belong to, neighborhoods you can’t live in, schools you can’t get into, but the roads are always open. – Nike
Did anyone of you dream ever ? I am not talking about a passing dream or a mere fantasy, but something that has germinated inside you, something u have thought, lived, felt so much so that it has become a part of your blood..
A dream is born in our subconscious..and then it spreads through our origin…so much so that we become an extension of what we dream..the dreams we see with our eyes open determine who we turn out to be..like a bonshayee tree it spreads its roots through our veins and persuades us to take the chances we would consider risky unless we are under the spell of our dreams..no wonder we might spend a few years trying to climb the imaginary stairs we build to reach our destiny..but then is it worthwhile to spend the whole life thinking that only at the cost of few years we could have got what we are being born to do?
One thing we should always realise is that we begin by choosing our dreams..but it ends with the dreams testing our worthiness before being fulfilled..it is only when we live, breathe and give our souls completely does our dreams realise..our dreams determine to what extent we are ready to sacrifice for it to be fulfilled…also how we come across people on our way who either scatter them or hold our hands and show us the path to destination..but at the end its our own decisions that determines the way..

I donno what awaits for me..but it doesnt matter at all….my hope has ended my fear….as someone said good things happen to good people..but it is us who defines the good..creates them..inside i have always known what I am meant to do..it is not only my dream..i shall definitely make into reality soon..experience might say it is risky..reason might say that i might fail..but the heart always says to give it a try….and i shall try till i succeed

Bringing home the Digits with Digital Signage

Digital signage is on a meteoric rise, both in Europe and the US. Originally utilized as branding and advertising on high streets, landmark sites and sports events, digital signage is now being utilized as a successful in-store marketing tool; revolutionizing retail and providing a whole new dimension to customers’ shopping experience.

Research in 2007 indicated that around 75 % of retail purchasing decisions were made in store, highlighting how underused digital signage was in relation to a marketing opportunity. Yet the Return on Investment (ROI) figures have been increasing every year, highlighting that there is still room for improvement for retailers keen to employ digital signage to its full potential. In 2009, a Digicom survey found that 78 percent of customers felt that in-store digital signage displays made a particular product more attractive than if it was advertised via standard print signage.

Current figures demonstrate that on average, digital signage solutions deliver an 18 percent increase in sales. This figure is substantial when, on average, only two in every 100 consumers make a purchase in an ordinary retail environment. It is not surprise then that in Europe, digital signage installations are set to rise by a whopping 144 percent over the next three years. According to a new survey by POPAI, this figure doesn’t look like slowing after 2013 either.
With this swift growth in mind many of the industry’s top protagonists will meet at the Next Generation Retail Europe event (hosted by GDS International) in March 2011 to discuss the importance and growing various types of digital signage. Among the high-profile retailers in attendance will be Giorgio Armani, Marks & Spencer,  McDonald’s, Tesco, Carrefour, Diesel, Edeka Zentrale, Sainsbury’s and Pearle Europe, who will each send key executives to the meeting to discuss digital screens, interactive kiosk technology and in-store broadcast networks among other discussion points.

“[Retailers have] learned a lot of lessons, says Mike Gatti, Executive Director of the Retail Advertising Marketing Association. “We’re seeing retailers are bringing their screens down to shelf level, they’re embedding them with a lot of products, and they’ve really tailored the messages a lot more so they are able to deliver the message quickly and a lot more effectively to the customer.”

Other issues within the digital signage realm include linking the necessary hardware, software and media players together to promote a continual, uninterrupted campaign, and sustainability, where companies can utilize solid-state players, which help its carbon footprint. All of this and more, will be discussed at the  Next Generation Retail Europe event next March.

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This Article is authored by Jake Mazan, who is a guest author at Business Fundas. He is a Senior Research Analyst cum Manager at NG-Online News.

Schneider-What matters is not the Sex but the Beer

Schneider, the Beer manufacturing major, created a lot of waves with this banner advertisement. This caught the active imagination of the youth and created quite a stir. With an overdose of sexual content, yet not actually displaying the same, this suggestive advertisement became of of the most recognized advertisement of recent times, with a very high brand recall. Continue reading Schneider-What matters is not the Sex but the Beer