Building Brand Equity
Though prima facie, building brand equity seems to be in contention with the objective of enhancing sales, both are in fact part of the larger objective, which is to deliver value to consumers while earning reasonable profit for the organization. Nonetheless, the constant struggle for resources between the two objectives makes it inevitable for the marketer to prioritize and chose one as primary.
Branding Strategies- Fight, Flight or
Freeze?
People work differently in different situations. You too must have altered
between fighting, freezing and fleeing depending on the situation. The dynamic
marketplace too, requires this kind of flexibility from the marketers.
Brand Campaign- Your Brand's Lifeline!
Marketing being the ever-evolving and dynamic
field that it is, a lot of buzzwords and theories are continuously being coined.
However, one catchphrase that has caught the fancy of many a marketing
professional has been "Brand Campaign."
Branding Services- What Lies Behind the
Wizard's Curtain
Due to lack of adequate academic information on the
subject, service marketers have had to face many challenges in the marketplace,
unguided. But, many of them have succeeded and today some of the best brands in
the world are service brands. So how did they do it?
Brand Strategy- The Art of Check-mating
Your Competition
In chess, the opponents try to gain victory by
shrewdly moving across the chessboard towards the other's king while safely
guarding their kingdom. Likewise in marketing too, your competitors are
constantly trying to win over the consumer of your products who in today's
marketplace is nothing short of a king. Here, the key to winning lies in a
shrewd and effective brand strategy.
The Final Word on Branding and Marketing
One of the most debated topics of the business world
has been determining whether the terms branding and marketing are synonyms or
not. The fact however is that branding and marketing though often used
synonymously are in fact distinct terms. Understanding this distinction in
theory as well as on a functional level is what marketers need to do today.
Can a Branding Agency Give You a Bigger
Bang for Your Buck?
As today's consumer becomes more informed yet more
spoilt for choice, more responsive yet less loyal and more clued-in yet more
clued out; the advertising agency is rapidly becoming passé. Taking their place
as the new darling of marketers is the new force- the branding agency.
Building Strong Brands-Because Might is
Not Always Right
Everyday we see brands wrestle each other in the
arena we call the marketplace. Moreover, as in the case of wrestling, the winner
does not win simply by might. Very often, it is the player's strategy and
technique that gets him to win. How does all of this translate into marketing?
Co-Branding- A Marriage of Equals
Co-branding is the coming together of two brands so
as to capitalize on the strength and neutralize the weaknesses of each other. In
this sense then, the practice of co-branding is a lot like two people entering
the institution of marriage. This article looks into this interesting
correlation to come up with some unique marketing insights.
There is more to Brand Identity Than Meets
the Eye
Freud said that there are three elements comprising
the human identity, which he named the Id, Ego and the Superego, respectively.
If we observe closely, in the context of marketing, the identity of a brand can
also be analyzed using Freud's model. Thus the same Id, Ego and Superego exist
in the brand identity too.
Brand Logo- Its All in the Symbol
A logo is not just a sign or a creative
representation of the brand name. It is a symbol of the attributes of the brand
and a reflection of the brand personality. A brand logo is a lot like a
signature of the brand-unique, distinctive and making a personal statement about
the brand. a logo, though often undermined, is one of the first things that a
consumer or a prospect will notice about your brand. It therefore makes sense to
go that extra mile in creating a powerful one. Here we look at what marketers
stand to gain with powerful logos for their brands.
What is Brand Equity?
Brand equity is a lot like love. Everyone
admits that love is wonderful and necessary, yet no one agrees on just what it
is. Similarly, every marketer worth his salt understands the importance of brand
equity. Yet no one agrees on what it is. In fact some of the world's biggest
marketing gurus, are unable to explain what is brand equity.
Brand Equity- A Case of Style over
Substance?
Substance i.e. functional quality does not always
mean that consumers will buy the product or even perceive it positively. The
product must be presented and represented in a positive and appealing manner,
for it to go down well with the target audience. But then again, there have been
cases where the brand presentation has been excellent but sales figures have
been extremely disappointing. This then brings us to the longstanding debate of
what it takes for a brand to succeed in the marketplace- brand equity or product
quality. This article aims at resolving this age-old dilemma.
Brand Image in the New
Age?
The term brand image refers to the feeling
that one gets when one comes across a particular brand reference or a brand
symbol. It is one of the vital attributes of a brand as well as a measure of the
impact of branding on the target audience. Though brand image is not the only
factor that can impact sales, it can be used effectively as a differentiator in
a market-place where hoards of "me-too" products clamor for consumer attention.
Aping Other Brands? Think Again!
As Mark Twain put it correctly, "It were not
best that we should all think alike; it is difference of opinion that makes
horse races." If all the brands in the marketplace start looking, acting and
feeling alike, consumers are disappointed. They have no choice but to have the
same kind of chocolate, the same kind of cola or the same kind of cereal;
irrespective of the brand. This homogeneity of brands is what causes them to be
put in the time machine called imitation and be transported back to the time
when no brands existed, just products.
[All pictures have been reproduced with permission. For
specific attribution notices, see the articles.]