Managing Brands As Strategic Assets As organizations establish and build strong brands, they can pursue a number of strategies to continue developing them and extending their value to stakeholders (customers, retailers, supply chain and distribution partners, and of course the organization itself). Brand Ownership Steve Jobs, Co-founder and CEO of Apple Who “owns” the brand? The legal owner of a brand is generally the individual or entity in whose name the legal registration… Read More »Managing Brands As Strategic Assets

Introduction to Brand Development Strategies What you’ll learn to do: explain key strategies for developing brands including brand ownership, brand and line extensions, co-branding, and licensing Up to this point, this module has explored the important ingredients of creating brands. But once you’ve combined the ingredients and you have a fledgling brand, then what? You need a branding strategy. Branding strategies are different approaches for expanding the reach of a brand, reinforcing… Read More »Brand Development Strategies

Creating the Perfect Package Bigelow Tea Rebrand Tea Gift Set by Brielle Wilson. 2015 A’Design Award Winner for packaging design. Source: https://competition.adesignaward.com/design.php?ID=36627 Product packaging is an underappreciated hero in the marketing world. Packaging is supremely functional: it protects the product. It contains the product. It displays the product. It promotes the product. Its design and labeling communicate about the product. And the package itself can even increase the product’s utility, making… Read More »Creating the Perfect Package

Packaging LEARNING OBJECTIVES Discuss the role of packaging in the brand-building process Creating the Perfect Package Bigelow Tea Rebrand Tea Gift Set by Brielle Wilson. 2015 A’Design Award Winner for packaging design. Source: https://competition.adesignaward.com/design.php?ID=36627 Product packaging is an underappreciated hero in the marketing world. Packaging is supremely functional: it protects the product. It contains the product. It displays the product. It promotes the product. Its design and labeling communicate about the… Read More »packaging in the brand-building process

Introduction to Packaging What you’ll learn to do: discuss the role of packaging in the brand-building process Imagine yourself standing in the aisle of a grocery store, scanning the shelves and trying to decide which product brand to buy. What catches your eye? What makes you pick something and take a closer look? What influences your decision to drop it into your basket . . . or return it to the… Read More »role of packaging in the brand-building process

Introduction to Name Selection What you’ll learn to do: explain the importance of name selection in the success of a brand How important is naming in the success of a brand? Very important. Consider the function of a brand name: It identifies a product, service, or company and differentiates it from competitors. But it does much more than that. It can generate attention or make something utterly forgettable. It can evoke positive or… Read More »Introduction to Name Selection

Aligning to Deliver the Brand  It takes strong focus and hard work to get through the brand-positioning process and build a brand platform. But once this work is done, brand managers and marketers have a basis for deciding what they want to achieve with the brand. Next, the fun of brand building can begin. Because brand encompasses much more than just marketing, it is important for the entire organization to understand the brand… Read More »Aligning to Deliver the Brand 

Brand Positioning: A Tool for Achieving Consistency The Brand Platform As you learned in the previous module, product positioning is an important strategic tool that helps organizations focus their messages and marketing activities around a consistent, differentiating message aimed at a target segment. Brand positioning works on the same principle. The goal of brand positioning—like the positioning for any product or service—is to explain why that brand is different and better for its target customers,… Read More »Brand Positioning: A Tool for Achieving Consistency

Building Strong Brands: Consistency Matters In order to make an impression in a market, brands need to stand for something. Inconsistent brands and messages fail to make a lasting impression because it is difficult for customers to trust them or register what these brands represent. On the other hand, when a brand is both consistent and relevant to customers, it builds recognition, credibility, trust, and ultimately loyalty. And loyalty, as you’ve learned, translates… Read More »Building Strong Brands: Consistency Matters

Brand Positioning and Alignment LEARNING OBJECTIVES Explain the concept of brand positioning Discuss common techniques that marketers use to achieve strong brand positioning and alignment Building Strong Brands: Consistency Matters In order to make an impression in a market, brands need to stand for something. Inconsistent brands and messages fail to make a lasting impression because it is difficult for customers to trust them or register what these brands represent. On the… Read More »techniques that marketers use to achieve strong brand positioning and alignment