Introduction to Brand Positioning and Alignment What you’ll learn to do: explain how marketers use brand positioning to align marketing activities and build successful brands It is clear that brands are valuable assets that benefit organizations and their customers. Building brand loyalty is an important goal for marketers. But what does it take to build a brand? Brands are shaped by many different activities. As a marketer, you can control… Read More »how marketers use brand positioning to align marketing activities and build successful brands

Building Brand Loyalty One of the most important reasons for building brand equity is to win brand-loyal customers. In marketing, brand loyalty refers to a consumer’s commitment to repurchase or otherwise continue using a particular brand by repeatedly buying a product or service. The American Marketing Association defines brand loyalty in the following ways: The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather… Read More »Building Brand Loyalty

Measuring Brand Equity Brand equity is strategically important but also difficult to measure (or “quantify”). As a result, many experts have developed tools or metrics to analyze brand equity, although there is no universally accepted way to measure it. For example, while it can be measured quantitatively using numerical values such as profit margins and market share, this approach fails to capture qualitative elements such as prestige and mental and… Read More »Measuring Brand Equity

Brand Equity LEARNING OBJECTIVES Explain the concept of brand equity Discuss why and how marketers measure brand equity In marketing, brand equity refers to the value of a well-known brand that conjures positive (or negative) mental and emotional associations. What does this actually mean? Let’s do a experiment with brand equity in action. Which brands do you associate with the following images and phrases? A diamond is forever Because I’m worth… Read More »Brand Equity

Brand Equity LEARNING OBJECTIVES Explain the concept of brand equity Discuss why and how marketers measure brand equity In marketing, brand equity refers to the value of a well-known brand that conjures positive (or negative) mental and emotional associations. What does this actually mean? Let’s do a experiment with brand equity in action. Which brands do you associate with the following images and phrases? A diamond is forever Because I’m worth… Read More »why and how marketers measure brand equity

Introduction to Brand Equity What you’ll learn to do: define brand equity and its role in measuring brand strength When most people see the Nike swoosh, what makes them think, “Just Do It!”? When kids see Mickey Mouse ears, what makes them think, “Disneyland”? When fans see the international soccer logo, FIFA, what makes them think of corrupt officials and financial misdeeds?  When many Americans see the BP logo, what makes them think of environmental disaster in the Gulf of… Read More »brand equity and its role in measuring brand strength

Types of Brands LEARNING OBJECTIVES Describe different types of brands There Are Many Types of Brands Many kinds of things can become brands. Different types of brands include individual products, product ranges, services, organizations, individual persons, groups, events, geographic places, private label brands, media, and e-brands. Individual Brands The most common type of brand is a tangible, individual product, such as a car or drink. This can be very specific, such… Read More »different types of brands

Brands Create Value Brands create value for consumers and organizations in a variety of ways. Benefits of Branding for the Consumer The Dunkin’ Donuts logo, which includes an image of a DD cup of coffee, makes it easy to spot anywhere. The coffee is known for being a good value at a great price. Brands help simplify consumer choices. Brands help create trust, so that a person knows what to… Read More »Brands create value for consumers and organizations in a variety of ways

Brands Create an Experience Effective branding encompasses everything that shapes the perception of a company or product in the minds of customers. Names, logos, brand marks, trade characters, and trademarks are commonly associated with brand, but these are just part of the picture. Branding also addresses virtually every aspect of a customer’s experience with a company or product: visual design, quality, distinctiveness, purchasing experience, customer service, and so forth. Branding… Read More »Brands Create an Experience

Brands Create Market Perceptions A successful brand is much more than just a name or logo. As suggested in one of the definitions above, brand is the sum of perceptions about a company or product in the minds of consumers. Effective brand building can create and sustain a strong, positive, and lasting impression that is difficult to displace. Brands provide external cues to taste, design, performance, quality, value, or other desired attributes… Read More »Brands Create Market Perceptions