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A Professional Image
A Professional Image by Bob Osgoodby First impressions are extremely important if you hope to do business on the Web. After you refine your ads, and if you make your pitch to a targeted group, you will start to get visitors to your web site. Here...
Business Card Etiquette
When doing business abroad it is important to understand the local culture. Culture includes areas such as a country’s norms, values, behaviours, food, architecture, fashion and art. However, one area of culture that is important for the...
Create Real Magic And New Customers
Do you want a small business opportunity that could create more business for you? It is a chance to sell to the government. Bring in new customers is always the number one goal of many business owners. It is the life blood of any operation and if...
Creating Great Business Correspondence
Obtaining the skills for writing good business correpondence is important; a job seeker needs to send customised job application letters. A secretary needs to send out an official invitation letter. A purchasing assistant may need to prepare an...
How Public Relations Can Help Your Business
Do you worry about certain behaviors among your most important audiences because those behaviors are crucial to achieving your organization’s objectives? If your answer is yes, you need public relations. The payoff? When those audiences do what...
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Importance of Branding: What's in a Name?
Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that identifies it to itself and the marketplace. A model may be beautiful, but without a name, she's just "that girl in that picture." Where would Norma Jean be without Marilyn Monroe, or who would imagine Coca-Cola as just a soft-drink manufacturer? A brand provides a concrete descriptor to customers and competitors alike, a name for a product or service to distinguish it from anything else. Bob may run a hobby shop, but trying to advertise as "The hobby shop a guy named Bob runs down the street a ways" is financial suicide. Each customer will have to describe the shop, who Bob is, and what the shop does every time someone asks about it. This makes the process of recommending a good hobby shop too much work for the average customer, and far too much work for a user looking for hobby shops on the Internet. A customer looking up Bob's hobby shop will have an easier time of it if he or she knows to refer to it as "Bob's House of Hobbies," and the customer can then refer others to Bob's hobby shop by name, increasing the potential advertising exponentially. Developing a brand involves more than just picking a catchy name and placing an ad in the newspaper--a brand is more than a unique string of letters denoting a particular product; a successful brand is a mnemonic trigger that makes a consumer feel a certain way when the brand is thought of. For those who drink cola-flavored soft drinks, which is more appealing on a hot day: a cold cola soda, or an ice-cold Coke? Coca-Cola has spent 100 years developing their particular brand of cola-flavored soda as a refreshing beverage and a seminal representation of a market segment. Coca-Cola has used a combination of direct marketing, give-away techniques, and multi-product cross-branding to achieve maximum brand recognition and visibility in not only its immediately competitive market, but in
markets as diverse as Coca-Cola branded race cars and housewares.
Brand loyalty is an integral part of building a brand, as consumers usually have a choice of products in the same market segment, and so a successful company will come up with a way to keep consumers re-buying their product or coming back to their location rather than going to a competitor. These brand loyalty-building efforts may come in the form of coupons, incentives such as many grocery chains' technique of "grocery discount cards" or "loss leaders," meant to draw consumers into the store, where they will hopefully buy products along with the discounted fare at a higher profit ratio. In exchange for these discounts and grocery cards, many companies collect information about buying habits and average spending amounts, the better to tailor advertisements and better-focus future promotional efforts. Once a consumer is hooked, brand loyalty tends to result in higher sales volume, as well as loyal customers being less sensitive to price changes of their favorite brands (within reason, of course), as well as less sensitive to competitors' incentives. Studies have shown that it takes 5 times as much money to gain a customer as it does to retain one. That's 5 times as much money as could have been spent on other things.
A brand is who your company is, and what it is selling--it is as important as naming a baby, and should require the same amount of effort to develop it, but if done well, can mature into a successful and profitable adult.
© 2005, Wholesale Pages UK. All rights reserved.
About the Author
William King is the director of All Wholesale UK, Wholesale Pages and Wholesale-Canada. He has 18 years of experience in the marketing and trading industries and has been helping retailers and startups with their product sourcing, promotion, marketing and supply chain requirements.
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Oral Presentation Advice |
Your presentation should not replace your paper, but rather whet the ... Below I consider goals for academic interview talks and class presentations. ... |
www.cs.wisc.edu |
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Presentation Skills |
This site contains annotated links to resources concerned with presentation and communication skills. |
lorien.ncl.ac.uk |
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Presentation Helper - Free PowerPoint templates, help, advice and ... |
Resources on how to make effective presentations. Includes tips on PowerPoint and topic ideas. |
www.presentationhelper.co.uk |
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Neurobehavioral Systems, Inc. |
Neuroscience stimulus delivery software can be used for cognitive psychology, fMRI, erp and single unit research (Windows). |
nbs.neuro-bs.com |
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Why tables for layout is stupid: problems defined, solutions offered |
Why tables for layout is stupid:. problems defined, solutions offered. Tables existed in HTML for one reason: To display tabular data. ... |
www.hotdesign.com |
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The Gettysburg Powerpoint Presentation |
This presentation prepared with the help of Microsoft Powerpoint Autocontent Wizard. ... Permission is granted to use this presentation in any course or ... |
norvig.com |
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Presentation Zen |
I love the clear presentation of the ideas in the book and the fact that the ... In the context of presentations, moving info away can help you and the ... |
www.presentationzen.com |
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Presentation Tips for Public Speaking |
Better Public Speaking & Presentation - Ensure Your Words Are Always ... On the Job: Public Speaking Tips - Twelve Steps to Great Presentations by Elise ... |
www.aresearchguide.com |
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Presentation - Wikipedia, the free encyclopedia |
Presentation is the process of presenting the content of a topic to an ... You should plan to rehearse your presentation out loud at least four times. ... |
en.wikipedia.org |
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OSCON 2005 Keynote - Identity 2.0 |
“A barn-burner of a presentation. I loved this.” - Cory Doctorow. “I watched it twice, and greatly enjoyed it both times.” - Jon Udell ... |
www.identity20.com |
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Presentations - Effective Communication - Public Speaking |
Tips and tools for creating and delivering presentations: text, techniques and technology. |
www.presentations.com |
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Presentation Information Resources - Presentation Technology News ... |
Presentation Information Resources - Comprehensive presenter's resource providing instant access to up-to-date information on technology and techniques for ... |
199.249.170.231 |
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Effective Presentations homepage |
In addition, the skills needed to prepare an oral presentation can be used ... A spiffy presentation discussing Effective Teaching with Powerpoint from the ... |
www.kumc.edu |
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Impress |
Your presentations will stand out with 2D and 3D clip art, special effects, animation, ... Slide show Animation and Effects bring your presentation to life. ... |
www.openoffice.org |
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PRESENTATIONPRO - experts for Microsoft PowerPoint |
A series of products and services to help enhance PowerPoint presentations with templates and backgrounds. |
www.presentationpro.com |
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Leadership - Presentation Skills |
Presentation, PowerPoint, and Leadership. ... Presentations and reports are ways of communicating ideas and information to a group. But unlike a report, ... |
www.skagit.com |
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Presentation: See what people are saying right now on Technorati |
See all blog posts tagged with presentation on Technorati. |
www.technorati.com |
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Secretary of State Addresses the U.N. Security Council |
My friends, this has been a long and a detailed presentation. And I thank you for your patience. But there is one more subject that I would like to touch on ... |
www.whitehouse.gov |
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Rubric |
Organization, Audience cannot understand presentation because there is no sequence of information. Audience has difficulty following presentation because ... |
www.ncsu.edu |
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Presentation Skills |
Presentations are one of the first managerial skills which a junior engineer ... This article looks at the basics of Presentation Skills as they might apply ... |
www.see.ed.ac.uk |
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