Marketing and Branding
Discuss the history of brand and ways brands have evolve over time.
The history of brand has quickly evolved from a relatively simple approach taken by companies to differentiate their products and services by name or graphical representation alone to highly targeted, effective, emotive approaches to communicating value. Brands have evolved from fairly generic approaches to communicating the functional value of a product or service to evoking emotions customers attain when using them. An example of this is the progression of Proctor & Gamble (P&G) to communicate the utilitarian values of soap in the previous centuries of their branding to the psychographic benefits to parents of providing clean clothes for their children. P&G continues to excel on this progression from the utilitarian or functional value their products deliver to the psychographic and emotive nature of them. Today the branding and positioning from P&G and other consumer packaged goods (CPG) manufacturers concentrate on the contributory value of their products to the roles of consumers using them. In other words, using P&G soap and cleansers are marketed to imply a mother is more capable and caring for their family by using these products.
The progression of the Coca-Cola brand is also a case in point. This company is masterful at the evolution of brands, progressing across over 150 nations with their branding strategies, creating a highly positive, energy-charge persona of their customer. All of these factors are orchestrated to create a highly effective strategy of reinforcing the core messaging and differentiated value of Coca-Cola.
2) Discuss methods of building brand equity and ways of sustaining brand value.
The best brand managers seek to invest heavily in the brand equity of their brands through reinforcing of key factors that show it is worthy of trust, is consistent in delivering value, and can continually deliver value to the customer. Brand equity often takes years of work to create, as is evidenced by the Nike brand and their "Just Do It" initiatives and programs. The focus on how to bring the competitive advantages, energy, vitality and sense of accomplishment out of the experience of using their products also contribute to greater levels of brand equity than nay amount of advertising alone can contribute to.
The best brand...
Companies that have invested in defending their brand and managing the customer experience outside of their website have seen great returns. Within the travel industry, for example, companies such as InterContinental Hotels Group and Royal Caribbean Cruises have both extended their reach to manage the customer experience on partner sites with a very high degree of success. In each instance, their efforts have resulted in an improvement in the
One's experience with a product builds that attitude, and trial samples become more effective than advertising itself, especially in the early stages of building a strong brand. Brand name recognition is important especially when a company is using varying brand strategies for multiple products. NetMBA.com points out that there are several strategies when multiple products are being branded. First, single brand identity means attaching a separate brand to each product; Procter
Brand Equity and Customer Purchasing Behavior Taking into account the numerous modifications witnessed in the marketing milieu- viz. The accessibility to plethora of knowledge through various electronic devices, the emergence of modern methods of buying, the ability of the companies to use technology to target consumer more specifically, getting a feel of customer tendencies is still more difficult. Purchasing activities is the sequence of choice and actions of individuals occupied
Brand Communication Management on Organic Products In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the
Brand Communication Management on Organic Products Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands. Brands generate customer trust, demand for the products and ultimately support the company in attaining its
Brand equity of trusted advisor for CRM application delivery. Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000) References Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57. Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213. Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software.
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