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Brand Big--Deliver a Great Experience
How the experience you offer drives your brand
Want to Land Your Brand? Deliver a Great Experience. By Karen Post
How does Starbucks get away with charging $3.50 for a cup of coffee when there’s plenty of good coffee for a lot less all over...
Company Logo Design – Tips For Success
Logo designs are typically a visual representation of a graphic or text or a combination of both that provides a unique identity to a company and its products. Logos help to create a visual recognizable identity for a company that effectively...
Do You Know Where Your Brand Promise Is?
When I address business audiences, I often ask people to share
their companies' brand promises. To my amazement, many don't
have articulated promises at all. And those that do are often
given to promises so fuzzy as to seem indistinguishable...
Get Branded--Part II
Coaching For Your Success
Get Branded—Part II
Michelle L. Casto, M.Ed.
Life Coach, Speaker, and Author
Branding is a way of marketing yourself so that people know who you are and what you do. If you brand yourself well, it will send a...
Interview With Michael Murray: "Autoresponder Basics"
This interview is with Michael Murray, the author of a top selling ebook titled “Autoresponder Basics.” Michael is also involved with many excellent affiliate programs.
Terry: Michael, this is a real pleasure to talk about your experience...
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How important is Vaule of brand to the consumer & company?
How important is Vaule of brand to the consumer & company?
The brand: A source of value for the consumer
Although we are primarily dealing with brands and their
optimization, it is important to clarify that brands do not
necessarily exist in all markets. Even if brands exist in the
legal sense they do not always play a role in the buying
decision process of consumers. Other factors may be more
important.
For example, research on 'brand sensitivity' shows that in
several product categories, buyers do not look at the brand when
they are making their choice. Who is concerned about the brand
when they are making their choice? Who is concerned about the
brand when they are buying a writing pad, a rubber; felt tip
pens, markers or photocopy paper? Neither private individuals
nor companies. There are no strong brands in such markets as
sugar and socks. In Germany there is no national brand of flour.
Even the beer brands are mostly regional.
Inherently, brands exist as soon as there is perceived risk.
Once the risk perceived by the buyer disappears, the brand has
no longer any benefit. It is only a name on a product, and it
ceases to be reference mark, a guide or a source of added value.
The perceived risk is greater once the unit price is higher or
the repercussions of a bad choice are more severe. Thus the
purchase of long lasting goods is a long term commitment. On top
of this, because humans are social animals, we judge ourselves
on certain choices that we make and this explains why a large
part of our social identity is built around the logos and the
brands that we wear. As far as food is concerned, there is a
certain amount of intrinsic risk involved whenever we ingest
something and allow it to enter our bodies. The brand's function
is to overcome this danger which explains the importance of
brands in the market for, for example, spirits
such as vodka and
gin.
The Brand: A source of value to the company
Why do financial analysts prefer companies with strong brands?
Because they are less risky. Therefore, the brand works in the
same way for the financial analyst as for the consumer, the
brand removes the risk. The certainity, the guarantee and the
removal of the risk are included in the price. By paying a high
price for a company with brands the financial analyst is
acquiring near certain future cash flows.
If the brand is strong it benefits from a high degree of loyalty
and thus from stability of future sales. At Volvic, 10% of the
buyers of this brand of mineral water are regular and loyal and
represent 50% of the sales. The reputation of the brand is a
source of demand and lasting attractiveness, the image of
superior quality and added values justifies a premium price. A
dominant brand is an entry barrier to competitors because it
acts as a reference in its category. If it is a prestigious or a
trendsetter in terms of style it can generate substantial
royalties by granting licenses, for example, Naf-Naf earned over
six million pounds in net royalties in 1993.
Investment in production, productivity and R&D. Thanks to these,
the company can acquire specific know-how, a knack which cannot
be imitated and which in accounting terms is also an intangible
asset. Sometimes the company temporarily monopolizes the product
by registering a patent. This is the basis of marketing in the
pharmaceutical industry but also companies like Ferrero, whose
products are not easily imitated despite their success.
About the author:
Visit bra
nding strategies or brandin
g issues for more information on Branding your product or
service.
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| Brand - Wikipedia, the free encyclopedia |
| The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ... |
| en.wikipedia.org |
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| Branding - Wikipedia, the free encyclopedia |
| Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ... |
| en.wikipedia.org |
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| AllAboutBranding.com : Home |
| Provides resources and opinions on branding. Includes brand development, management and communications. |
| www.allaboutbranding.com |
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| brandchannel.com | branding resource produced by Interbrand | brands |
| An international online exchange and resource about brand marketing and branding. |
| www.brandchannel.com |
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| Branding Company Corporate Branding Internet Brand Identity ... |
| Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ... |
| www.brandidentityguru.com |
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| Branding Blog |
| Branding and positioning news and opinion. |
| www.brandingblog.com |
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| Branding Asia |
| Free articles, news and columns on branding in Asia. Market research and Asian marketing. |
| www.brandingasia.com |
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| Pages tagged with "branding" on del.icio.us |
| All items tagged branding ??? view popular ... industrie./design and branding consultant specialists./ · save this. by kittim to design branding graphic ... |
| del.icio.us |
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| The Brand Called You |
| Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ... |
| www.fastcompany.com |
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| Branding: See what people are saying right now on Technorati |
| See all blog posts tagged with branding on Technorati. |
| www.technorati.com |
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| Mozilla Branding |
| The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ... |
| www.mozilla.org |
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| What Brand Are You? A branding viral by The Design Conspiracy |
| What Brand Are You? has since been picked out as Site Of The Day by the likes of the Financial Times, Yahoo, USA Today and BBC News, and has received more ... |
| www.whatbrandareyou.com |
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| Julie & Company: Affordable branding, web design, graphic design ... |
| Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ... |
| www.julieandcompany.com |
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| Forty Media - Web Design, Web Development, Branding, Great Websites |
| a professional web design agency based in Phoenix, Arizona. |
| www.fortymedia.com |
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| Branding - Yahoo! Small Business |
| Find information to help grow your online business with business plans, Thomas Register, news articles and more. |
| smallbusiness.yahoo.com |
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| Lexicon |
| Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ... |
| www.lexicon-branding.com |
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| Branding and Usability |
| We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ... |
| www.uie.com |
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| iMedia Connection: Research & Metrics - Branding |
| Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ... |
| www.imediaconnection.com |
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| Small Business Marketing And Branding |
| Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business. |
| smallbusinessbranding.com |
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| Beyond Branding |
| Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations. |
| www.beyond-branding.com |
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