Everyone into Branding Strategy But Is It The Right Criterion
The aspect of Marketing Symposium is Branding. While business/technology convolution creates important new enabling capabilities for enterprises, there will be changes required in management practices to take advantage of them. The repertoire of management practices will need to expand if managers are to use the new enabling capabilities to find new routes to profit.
The Theory of Branding[/i][/b][/i][/b]
Create an identity for a set of values.
Emblazon your product(s) or service(s) with it.
Communicate it consistently.
Grow and change with the marketplace and the consumer.
Become a way of life for a loyal franchise of customers and consumers.
Attract new users and grow unendingly.
Brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
As you can see all these things speak volumes about your image and they either strengthen or weaken your brand. Clients and customers will make assessments of your company based on these things and while not always conscious, that customer appraisal says much about your business, your attitude and your priorities. Confident branding and a strong branding strategy uses design to communicate a message that attracts the target audience that you want to attract - a message that creates confidence in your brand while differentiating between you and your competitors. Consumer spending has increased. It is also said that brands surrogate value every time. It is just the awareness that needs to be created for the brand, also authenticity is also important.
An effective brand manager knows and keeps in mind the following:[/b][/b]
Familiar with the concept of “category of one” brands
Understands the following qualitative research techniques: projective, laddering and guided imagery
The brand’s media plan is highly targeted and efficient based on the target customer definition
Is familiar with the concept of customer touch point design
The CEO is involved in the brand strategy process
Good understanding of customer purchase and usage behaviors
Customer-centric, common sense approach to all marketing decisions
Brand Strategy is nothing new but the expectations consumers have for a product or service they buy is stronger than it’s ever been. This is why companies interested in long-term success must create the most promising, targeted brand experience possible. Building on the inherent values of a brand should be the core of any branding strategy. Things essential for creating brand promise are as follows:
Grounded in the brand’s core values
Clearly relevant and engaging to your target market
Able to create some sort of positive emotional attachment beyond just being “good”
Repeated internally and externally within your organization
Adaptable to the business climate
Continually reinforced
Consistent across advertising and marketing mediums
Known and echoed by business partners
Umbrella brand strategy can assist nonprofit organizations seeking to unite diverse local chapter needs with a national headquarters operation, by allowing room for chapters to share a national brand promise while demonstrating brand relevancy to their own local markets.
The Brand story simply shares the meaning behind the words. Each employee has had the chance to understand the purpose, understand role in realizing the brand. Many organizations hold events, screenings, Brand Fairs and generally allow employees and physicians to see it first.
The various phases of brand are as follows:
Brand Discovery[/b][/b]
The discovery process asks three main questions:
What do you think about yourselves?
What do your clients think about you?
Where do your competitors stand?
The benefits of a discovery process are:[/b][/b]
Provides direction for the marketing project
Delivers key documents (i.e., creative workplan) and resources
Limits scope creep
Can be leveraged throughout all marketing pieces (i.e., website, logo, collateral, etc.)
Less dollars on the front end than the backend
Saves time
Design phase[/b][/b]
Brand design is about designing the customer's experience with the brand. That means from beginning to end, the customer gets an image of your company and products that is value oriented. With each exposure to your brand, they continually pick up on the brands benefits and features. This constitutes your brand's unique value.
Development phase[/b][/b]
There are some phases through which the brand of a company can be developed. These are stated below:
Brand Understanding: In this phase, the strength and weakness of the brand need to be assessed.
Brand Framework Development: This is the phase of building the communication strategy based on the understanding of the business objectives.
Creative Design of the Brand: It involves in website development, brochure development etc. Basically, it is a phase of designing the brand's framework.
Managed Result Service: Finally, in this phase the effectiveness of the whole online and ofline service is evaluated.
Display phase[/b][/b]
Finally the brand launch in the market.