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Brand management literature
Importance of branding on an organisation
Importance of effective corporate branding
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Recommended: Brand management literature
Branding Strategies:
From Creation to Extinction
Outline
I. Introduction
II. Choosing the Brand Name
A. Take a Stand
B. Narrow the Focus
C. Beware of Brand Inflation
D. Expand the Business
III. Advertising the Brand Name
A. Logo Sizes
B. Attention Getting
1. Research
2. Mention the Product
3. Show the Product
4. Show the Name and Logo
5. Call Attention to the Logo
6. Headline Company Names
7. Use Theme Lines
IV. Brand-Building
A. Build Brand without Mass Media
1. Let Brand Strategy Drive the Business Strategy
2. Clarify the Brand’s Identity
3. Create Brand Visibility
4. Involve the Customer
5. Make it Happen
B. Creative Brand Building
1. “Give Away the Farm”
2. Conduct “War” Using Public Relations
3. Work the Web
4. Make it Funny
C. Extend the Brand Name Across More Product Lines
V. Brand-Consumer Relationships
A. Love and Passion
B. Self Concept Connection
C. Interdependence
D. Commitment
E. Intimacy
F. Partner Quality
G. Nostalgic Attachment
VI. Routes to Brand Extinction
A. Brands Must Satisfy Emotional Needs
B. Brands Decline When Fads and Trends are the Only Focus
C. Brands Fail When Emotional Need and Fads and Trends are not Satisfied
VI. &n...
... middle of paper ...
...almost guaranteeing a long, prosperous product life cycle that is sure to stay fresh in everyone’s mind.
Works Cited
• Aaker, David A. & Joachimsthaler, Erich, “Building Brands Without Mass Media”, Harvard Business Review, January-February 1997, pp.39-50.
• Del Vecchio, Gene, “Keeping it Timeless, Trendy”, Advertising Age, March 23, 1998, p.24.
• Etzel, Michael J., Walker, Bruce J., & Stanton. William J., Marketing, 11th ed., Irwin/McGraw-Hill, 1997, p.242.
• Evans, Richard. “Let Everybody Know Your (Brand) Name”, Advertising Age, August 17, 1998, p.27.
• Gifford, Jr., Dun, “Brand Management: Moving Beyond Loyalty”, Harvard Business Review, March-April 1997, pp.9-10.
• Nakache, Patricia, “Secrets of New Brand Builders”, Fortune, June 22, 1998, pp.167-170.
• Ries, AL, “Marketing Management: The Real Thing”, Sales & Management, April 1996, pp.30-31.
• Rutledge, John, “Business Strategy: Brand-Name Buildup”, Forbes, December 1, 1997, p.72.
Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
The three chapters assigned to be read out of Satisfaction Guaranteed: The Making of the American Mass Market, a novel by Susan Strasser, outline the consumer culture of the United States around the end of 19th century, following the conclusion of the civil war. The chapters work chronologically and describe the rapid evolution of companies’ production, advertising and branding techniques. The reading also hits some of the main goods introduced at the time, most of which we still use today, and the troubles that companies faced convincing the public to invest in (purchase) their product for the first time. The problem with introducing thousands of products that no one had ever heard of? Most people will naturally pick the safe bet when spending
Pride, W & Ferrell, O.C. 2000, Marketing Concepts and Strategies, Boston: Houghton Mifflin, p. 103.
Rausch, T. (2006). P&G marketer: Branding a challenge in a cluttered world. Lima News, The (OH),
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
Historically, brands were built on impressions by first hand users such as patients, members, clinical trial subjects or word of mouth. In some sectors, advertising helped bolster brands hospitals, drug companies, and insurance plans invested strategically to win hearts and minds of their customers, and differentiate to the extent...
...of brand equity in an organizational-buying context. Journal of Product & Brand Management, Vol. 6(6), pp. 428-437.
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
The model given by Hankinson is represented by a brand core and four categories of brand relationships, which are dynamic and evolve over time. The brand core represents a place’s identity, defined by three elements: (i) Brand personality, (ii) Brand position and (iii) Brand reality. The four categories of Brand Relationships identified by Hankinson are: (i) Consumer Relationships, (ii) Brand Infrastructure Relationships, (iii) Media Relationships and (iv) Primary Service
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
Aaker (1991) indicated that establishing a corporate brand is not enough to give a company an edge over other existing companies. There is a need for firms to move a step further ...
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.