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Importance of
Branding
External: Branding seeks to
distinguish your company, product or service from the competition and create
a lasting impression in your prospect's mind.
Internal: Powerful brands
increase
employee
satisfaction, loyalty, and achievement drive.
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Your
Brand Message Should Be |
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Your Brand Message should portray what you
Unique Selling Proposition (USP)
is all about. It should be:
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Clear
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Simple
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Well-→
differentiated
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Easy to remember
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What Your Brand Is |
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❶ Your brand is a totality of the
thoughts, feelings, associations, and expectations a prospect or
customer experiences when exposed to your company's name, its
trademark, or its products.
❷ Your brand is your company's reputation and, therefore, your promise
of value.
❸ Your brand is differentiated from competitors and delivers unique
relevant benefits to your target customers. The greater your brand
is, the more benefits it delivers to your customers than your
competitors.
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Advantages
of
Strong
Brands |
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3
Classic Brand Lessons
learned from
Jack Trout and Al Ries |
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"People want to express
themselves through brands –
brands express a person's personality and the people
they like to be with."
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IDEO's Innovation
Practice Tips |
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References:
1.
Strategic Brand Management, Kevin Lane Keller
2.
Right Side Up, Alan Mitchel
3.
The 22 Immutable Laws of Marketing, Al Ries, Jack Trout
& Paul Temporal
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Brand Equity
Brand equity represents the marketing
effects uniquely attributable to the brand and the added value endowed to a
product or service as a result of past investments in the marketing activity
for a brand...
More
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Strategic Brand Management
When you have a brand that
works for people, you should work the brand.
"Strategic brand management involves the design
and implementation of marketing programs and activities to build, measure,
and manage brand equity."1 These concepts and techniques are to
improve the long-term profitability of your brand strategies...
More
Quality Is a Must
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Quality
is now expected by consumers and is ceasing to be a point of
differentiation. When developing your differentiation strategy, keep in mind
that quality is no longer is a differentiator in the world of marketing; it
is a prerequisite. You cannot build a powerful brand without it...
More
Positioning
Positioning a company is a difficult task. While
advertising is a
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creative task,
company positioning must be developed from careful research about your brand.
You must find out:
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how the marketplace sees your company
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how your customers see your company and
what they value
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what you know about your own company and the
→
customer value
it creates.
Positioning should be a foundation for action to design, manage and defend
your brand. It should inform everything you do:
what customer value you
create, what you value, what's your
→
sustainable competitive advantage ,
how you conduct your business, how you communicate and interact with
customers...
More
Color Psychology in
Marketing and Branding
Colors are strong
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subconscious
emotional
differentiators. According to the University of
Loyola, Maryland, color increases brand recognition by a whopping
80%...
More
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 Logo
of Ten3
Business e-Coach
The
logo of Ten3
Business e-Coach, a core component of the Ten3
branding and differentiation strategy, was designed to meet the following
criteria...
More
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Amazon
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Amazon:
10 Success Lessons
Amazon.com has steadily
increased its spending on advertising and promotion to make its brand
stronger and build brand equity. "A brand for a company is like a
reputation for a person. You earn reputation by trying to do hard
things well," says
Jeff Bezos, the founder of Amazon...
More
Procter &
Gamble
At Procter & Gamble, branding is almost everything. In the age of the Web,
P& G turned the Internet into a device for
listening to customers –
and for experimenting with its brands...
More
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Asian
Home Gourmet
To stand out from the crowd and
survive in Asia, let alone globally, the brand has to somehow convince the consumer
that it is
→
different and better.
The brand strengths include personality; a
combination of features and attributes; rational,
emotional,
and aspirational
positioning strategies; excellent use of animation in demonstrating
brand values...
More
More
Brand Management Case Studies and Success Stories
>>>
Hashtag
As a New Branding Tool
In today's
Internet-powered and
social media dominated World,
hashtags emerged a new powerful branding tool. On social media web sites
and applications, hashtag is a word or phrase preceded by a hash '#' and
used to identify messages relating to a specific topic.
The hashtag has
gained prominence and wide acceptance since it was organically created by Twitter users as a way to organize messages into meaningful groups.
Today,
organizations and businesses use hashtags in more
→
creative
ways.
For instance,
 Innompic
Games uses the hashtag #LovingCreators to attract more people
globally to the
world-changing Innompic Games that have
the
vision
of turning Earth to the
Planet of Loving Creators. This
strategy worked perfectly from the very first global Innompic event.
International participants of the
1st Innompic Games 2017 held in India
were happy to contribute towards development of the Planet of Loving
Creators.
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