...1. The technological revolution has changed the structure of careers today. It used to be that you went to work for one or two companies in your entire career. Today we will all have as many as four to eight jobs or careers in our lifetime. Personal Branding is essential to career development and an effective career tool because it helps define who you are, what do you stand for, what makes you unique, special, and different, how you are great, and why you should be sought out. 2. The change in the way we communicate. The Internet has elevated each of us to the position of publisher. Email, newsgroups, bulletin boards, blogs, and online network and discussion groups afford all of us the opportunity to learn, network and get exposure for our businesses and ourselves. People want to do business with people they know or people they feel they can trust, with whom they feel...
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...Brand: Brands and Branding Basics by Dave Dolak Background and introduction The word "brand", when used as a noun, can refer to a company name, a product name, or a unique identifier such as a logo or trademark. In a time before fences were used in ranching to keep one's cattle separate from other people's cattle, ranch owners branded, or marked, their cattle so they could later identify their herd as their own. The concept of branding also developed through the practices of craftsmen who wanted to place a mark or identifier on their work without detracting from the beauty of the piece. These craftsmen used their initials, a symbol, or another unique mark to identify their work and they usually put these marks in a low visibility place on the product. Not too long afterwards, high quality cattle and art became identifiable in consumers’ minds by particular symbols and marks. Consumers would actually seek out certain marks because they had associated those marks in their minds with tastier beef, higher quality pottery or furniture, sophisticated artwork, and overall better products. If the producer differentiated their product as superior in the mind of the consumer, then that producer's mark or brand came to represent superiority. Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much, much more than just creating a way to identify a product or company. Branding today is used to create...
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...Written By | Greg Stine The Nine Principles of Branding Supplemental Information for the Branding Essentials Workshop 2 4 6 9 12 14 16 18 20 23 26 29 32 Branding at a Glance Branding: What Is All This About, Anyway? Branding Principle #1: Keep It Simple Branding Principle #2: Mass-Produced Word of Mouth (PR) Builds Brands Branding Principle #3: Focused Brands are More Powerful Branding Principle #4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6: Avoid Sub-brands at All Cost Branding Principle #7: Perception vs. Quality Branding Principle #8: Be Consistent and Patient Branding Principle #9: Write Out Your Brand Definition Discovering More Than Just Your Brand About the Author Table of Contents 2 Branding at a Glance By Greg Stine President of Polaris, Inc. The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique. Look at any market leader and you’ll find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition. Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating yourself as unique. Effective branding creates a perception that there is no other product, service...
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...assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This mini-elective provides students with insights into how profitable brand strategies can be created. It addresses three important questions. How do you build brand equity? How can brand equity be measured? How do you capitalize on brand equity to expand your business? Its basic objectives are to (1) provide an understanding of the important issues in planning and evaluating brand strategies, and (2) provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, exercises, and case discussions. The course content has relevance to students pursuing a variety of different career goals in virtually any type of organization (public or private, large or small, etc.). Course Organization and Administration Strategic Brand Management is a marketing mini-elective that is designed to improve student’s marketing skills and understanding of specific branding topics, as well as “big picture” issues of how various aspects of marketing “fit together,” all from a brand equity perspective. Accordingly,...
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...AN OVERVIEW ON BRANDING – IMAGE BUILDING BY BRISHTI PANNA M.F.TECH. MANAGEMENT PREFACE This Minor Project is basically to introduce myself to the basic concept of “Image –Building” in branding. I took this topic for my minor project as I am keenly interested to the field of branding. I was fascinated with the fact that how pure business is so related with human psychology and its application. I have chosen concept of Image Building and I have tried to cover the few areas as follows: a) What is Brand? b) What is Branding? c) How to create an image for a Brand? d) Importance of innovation in terms of sustaining a Brand for a long term. TABLE OF CONTENT INTRODUCTION 5 HISTORY OF BRANDING 6 WHAT IS BRAND 7 WHAT IS BRANDING 7-8 WHY BRANDING IS SO IN 9-12 PRIMAL CODE 13-20 FIVE DICIPLINE 21-27 INNOVATION AND RENOVATION 28-30 REFERENCES 31 INTRODUCTION Talking about branding is like talking about leadership. There are coaches and courses which...
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...BRAND IMAGEBrand image is the current view of the customers about a brand. It can be defined as a unique bundle of associations within the minds of target customers. It signifies what the brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values.Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. | The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images...
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...iPod Nano. Apple is successful did brand extension from iPod to iPhone. This mean “Apple has shown brand and marketing management expertise with the iPod and the iPhone which is kind of brand extension from Nano to iPhone (Marketing Today)”. Brand loyalty for iPod is complex connected to many factors such as product design, user interface, software, and locked by iTunes as the music and entertainment platform. iPod is much expensive than other MP3 brand but why many people want to purchase it. According to Marketing Today, “part of managing the brand is managing pricing, and Apple has always smartly exercised strong control over its retail pricing that most marketers should look at with envy”. Furthermore, according to McNealy (2010), Apple is using key marketing concept which is called Insight. Insight is deep understanding about people as the individual, so personal. And insight is not usually about product but iPod Insight is customers’ music. iPod uses iTunes as the platform to download the music that customers needs. Therefore, customers not really matter to purchase the...
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...brand inspire top talent? Jumping on the employer branding bandwagon A strong brand can be a company’s most valuable asset, increasing customer loyalty or acting as a differentiator in a crowded market place. An employer brand can be used for similar effects, lowering turnover due to higher employee loyalty and helping employers stick out in the increasingly competitive job market. Despite the hype about employer branding, most companies still have difficulty in conceiving a serious and ‘thoughtthrough’ approach to the topic. To understand why an employer brand cannot be simply assembled out of a ‘how-to’ guide, let’s have a look at the definition of employer branding. There are dozens of definitions about employer branding flying around in the HR industry and most are perfectly usable. However, we will stick to the CIPD’s definition (Chartered Institute of Personnel and Development, 2008)1: An employer brand is a set of attributes and qualities – often intangible – that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform to their best in its culture. Chartered Institute of Personnel and Development In the above definition there is one important word: ‘intangible’. Employer branding is indeed a complex mix between your organisational identity and culture and its members (Tikoo, 2004)2, which is probably the reason why so many companies find the topic difficult to address...
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...a. Rather than using focus groups to test its branding and messaging, New Belgium used insiders in the bike community and brewery friends who had a personal history and knowledge of the brand. Evaluate this decision, recognizing that the sale of beer in the United States and elsewhere include imports and the fact that the branding occurred in Colorado. NBB understands that customer retention is very important for the success and sustainability of the company. The insiders and friends have always been loyal customers to NBB and keeping them in the loop may increase efficiency. Increasing customer retention rate by 5%, increases profits by 25% to 95% (Ciotti, 2013). For NBB, communication (word-of-mouth) has always been the primary method of marketing that brought the company to a successful stand. This means the insiders and friends have probably played a great role in the marketing of the brand image. I think this decision was meant to reciprocate the loyalty proven by the NBB friends and Bike community as this might later translate to increasing customer trust and thus doubling of profits/market share. With Colorado being home of much more global beer brands such as Coors and depot of foreign popular beers like Heineken and Guinness, ensuring the widest possible input through a more traditional marketing approach may turn out to be very costly and competitive because the other major brands were already well-known than the “Big Fat Tire” Brand. So going through the already...
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...CHAPTER-1 INTRODUCTION “Brands are like human beings. They are born, fed and nurtured, made strong and responsible so that they can be faithful friends of the people (customers), form mutually beneficial and satisfying relationships with them and become their companions for life. Such brands, make their parents (organization or corporate) proud of them. The best brands are the ones who help in forming and sustaining strong long term “parent-brand-people” relationships. These brands form the potential for present growth and future expansion. They help the organizations conquer peaks at the time of booms and stay afloat and swim at times of depression.” We come across a number of brands in our daily lives. Our morning starts with using a toothpaste (Colgate, Pepsodent or Close-up), using a bathing soap (Lux, Fairglow or Cinthol) and shampoo (Clinic All Clear or Vatika), wearing clothes ( Allen Solly, Levi’s or Raymonds), breakfast bread (Britannia or Modern) and butter (Amul) or jam (Kissan), lunch and dinner (Nature Fresh or Pillsbury flour and Safal vegetables), morning and evening tea and coffee (Tetley, Nescafe or Bru), going out in a car (Hyundai Santro, Honda Accord or Mercedes Benz). Talking on the cell phone (Motorola, Nokia, Siemens or Samsung), watching television in the evening (LG, Sony or Philips) or listening to music (Philips or Apple) etc. But how often do we think of what all a company does to put a positive imprint (fight for a shelf space) in the mind of...
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...Purchase Perception of need There is a process which a buyer follows consciously or sub- consciously when buying a product or service and this is called a decision- making process. Information search Evaluation of alternatives Perception of need: the process starts with a need of recognition of the product and with an awareness of problems (such as hunger etc.) The buyer will first recognise or notice the problem or need such as being hungry and then reacts to the influence of food such as a freshly baked pizza etc. If the need is strong then the buyer will float to the buying stage and if not then they will go onto the information stage. Information search: consumers or buyers will gain information from: * Personal sources - family, friends etc * Commercial sources – sales staff, packaging of product etc * Public sources – newspapers, radio etc * Experimental sources using the product, examining the product etc Evaluation of alternatives: * From the information gathered the consumer/buyer needs to determine how involved they are in purpose to the individual customer and its personal importance. * High involvement = high expenditure ( e.g. is buying a house or getting a mortgage) * Low involvement = low personal risk ( e.g. buying a sweet or chocolate) Purchase This is when the customer actually makes the decision to buy the product or service. Sometimes the decision can be influenced by things such as ‘try before you buy’ or free trials...
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...Buying & Negotiating – DT343-3 Module assessment – Academic Year 2013 – 2014 Lecturer: John Mc Govern Due: 12th December, 2013 Words: 1518 Definition According to Quality Logo Products, branding is the “process of using a word or an image to identify a company or its products”. This is what set apart competitors and helps consumers to remember a product. The purpose of a brand is to increase sales by making the product or service the most visible and desired by the consumer. Branding is cannot be only considered as just a logo or a product anymore: it is becoming a promised quality and reputation, a whole service behind and includes everything about a company. Promoting the branding In the fast-paced world we know today with the internet revolution 15 years ago and more recently the social media, it is more important than ever to promote recognition of a product or service. If a company is remembered as a quality provider, then you will be encouraging repeat business. Branding is a way to promote this recognition because people tend to adhere to familiarity, being afraid of constant newness and innovations. If consumers recognize a brand that they have previously used and they remember being satisfied with it, they are more likely to choose it again. This is especially true in the overwhelming choice of advertising going on today. The buyer’s role According to Diamond and Pintel in their 8th edition of Retail Buying, the buyer’s role not only consists of simple...
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...identifying essential criteria you must consider as you pursue any organization. To outpace your competition, you will need to create a connection between the employer’s brand and your personal brand. In the four-step Personal Branding Process (Discover, Create, Communicate, Maintain), this jump-starts the Discovery stage. You will spend time finding key information and career opportunities on your selected organization that will be used in composing your resume, cover letter, personal brand pitch, online applications, and interview responses. Tasks You will: 1. Identify the name, and other criteria, of a company/organization (Part 1) for whom you would like to work, the Focus (Part 2), and its Competition (Part 3) and submit these in one document to the Blackboard Assignment Drop Box in a Microsoft Word document, by Friday, September 2, 2011 2. Review its website, if available, and other resources uncovered through our “Discovery Project” lecture for essential information that will be used in marketing yourself as a prospective hire 3. Collect and record this information so that you may draw from it and build your brand for future assignments 4. Compare and merge your and your organization’s brands so that you will gain experience promoting yourself to an array of employers 5. Submit the remainder of the Project (Parts 4 and 5) for grading in the Blackboard Assignment Drop Box by 5 p.m., Friday, September 9, 2011 Note: for both submissions, you may download this assignment...
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...Branding has become an integral element in our daily lives. From deciding which brand of soft drink to purchase, to which restaurant to visit or sports shoes to buy, branding plays an influential role in our decision making. With the power of branding so persuasive, it is no surprise it also plays a role in which company we choose to work for. When an engineer considers future employers, a certain firm instantaneously comes to mind. When a teacher looks for work, certain schools set the standard. When an accountant seeks a move, certain firms are approached before others. This is the power of employment branding and is a major differentiator in the recruitment marketplace. But it's clearly not about the "logo". Our survey demonstrates that what most of us perceive as important, i.e. the "look and feel" is not what we should be primarily focused on. Rather, the message needs to be more complete - the culture, values and environment are of much greater interest to potential employees. Perhaps even more significantly, it is also about more subtle marketing. What other employees, trusted friends and associates SAY about a company is far more powerful than what appears in the ad. This is why it is so critical that the experience for employees is right in the first place - which has a double positive in that it increases retention as well as creating the right mindset for them to promote the company to others. This subtle marketing has far reaching effects - those organisations...
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...Balancing Creativity and Discipline Robert J. Herbold A New Game Plan for C Players Beth Axelrod, Helen Handfield-Jones, and Ed Michaels Best Practice Turn Customer Input into Innovation Anthony W. Ulwick Tool Kit Selling the Brand Inside Colin Mitchell r0201j To o l K i t Selling the Brand Inside You tell customers what makes you great. Do your employees know? by Colin Mitchell W hen you think of marketing, you more than likely think of marketing to your customers: How can you persuade more people to buy what you sell? But another “market” is just as important: your employees, the very people who can make the brand come alive for your customers. Yet in our work helping executives develop and carry out branding campaigns, my colleagues and I have found that companies very often ignore this critical constituency. Why is internal marketing so important? First, because it’s the best way to help employees make a powerful emotional connection to the products and services you sell. Without that connection, employees are likely to undermine the expectations set by your advertising. In some cases, this is because they simply don’t understand what you have promised the public, so they end up working at cross-purposes. In other cases, it may be they don’t actually believe in the brand and feel...
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