BRAND MANAGEMENT ANS 2: All advertising can fall into two broad categories – push and pull. Push advertising tries to push products towards customers using big ads and attentiongrabbing claims to put products into the minds of customers. On the other side of the coin, pull advertising targets the right customers at the right time and pulls them towards a product. Push marketing focuses on taking the product to the customer and putting the product in front of the customer at the point of purchase. This type of marketing strategy hopes to minimize the amount of time between a customer discovering a product and buying that product. To accomplish this, companies use aggressive and wide-reaching ads to make the biggest and most immediate impact they can on customers. Examples of push marketing: • • • • • • • • • • • Trade show promotions Direct selling to customers in showrooms Negotiating with retailers to stock a product Maintaining an efficient supply chain Appealing looking packaging Point of sale displays Radio ads TV ads Email ads Direct mail ads Pay per click ads In certain cases conventional marketing is synonymous with push marketing. Classic marketing strategies such as primetime TV ads, buying one get one free coupon, and direct mail catalogs are all examples of push marketing. This marketing technique casts a wide net in the hopes of attracting as many potential clients as possible. It doesn't seek to create consumer relationships but focuses solely on moving goods toward them. To try to build immediate consumer demand, statements about interest, efficiency to innovativeness are emphasized. Pull marketing is any method a company uses to generate demand for a product. This is contrasted with “push” marketing, which is a strategy intended to sell out an existing supply of a product. Modern pull marketing uses a variety of media channels to generate interest in a product or company, encouraging clients to search for the product or company themselves. This is particularly popular and effective within internet marketing, since pull marketing greatly benefits from independent social behavior such as word-of - mouth and the effect of "viral" content. The greatest advantage of push marketing is that it produces quick results and makes clear statements to customers. It is less concerned with branding, and more concerned with creating an instant demand for a new product. The major disadvantage of push marketing is that it can be expensive and only produce temporary effects. Since the goal is not to create long-term customer relationships, push marketing strategies have to constantly make new pitches about the value of products. It keeps the customer at a distance, meaning they must constantly be reengaged. Uses of Pull Marketing Organizations that produce or sells merchandise can utilize pull advertising to bring issues to light about an item before it opens up for procurement. In spite of the fact that the consequences of the promoting effort are not sure until the item is made accessible, the maker can get a good deal on creation costs by delivering less units of the item preceding dispatch, and utilizing the cash they spare to put resources into pull publicizing. In a perfect world, the interest will surpass the flexibly, and the organization will have the option to set a more significant expense along these lines. This is actually what occurred with Tickle Me Elmo. Tyco created just few dolls to begin, however invested more energy and cash on statistical surveying and promoting. The interest for the toy coming about because of this promoting permitted Tyco to set more significant expenses for their item essentially in light of the fact that individuals were eager to pay more to get the set number of dolls accessible. Administration industry organizations use pull promoting to produce enthusiasm for new administrations or to make positive criticism about the organization. On the off chance that a back rub facility, for instance, needed to expand its business, it could utilize internet based life destinations to urge their clients to impart data about the center to their companions. Individuals are considerably more prone to purchase an item or visit a business on the suggestion of a companion. Through long range informal communication, the back rub facility can depend on a portion of its current clients to "promote" for the center through suggestions. Methods of pull marketing There are many different ways to reach customers using pull marketing techniques. Any of the following can build excitement for a product or trust in a company. • Social networking for the word-of-mouth effect • Media coverage to reach a wider audience • Strategic placement of a product or store • Informational content like blogs to attract people who are interested in similar products or services. Using Pull marketing A pull marketing campaign is customer-focused, but should still start with the analysis of the product the company wants to sell. The company needs to determine what the product's key features are and who is most likely to demand it through extensive market research. If, for instance, a company wanted to open an ice skating rink during the winter, the company should start researching several months before the season to learn the who, what, where, when, and how of creating an ice skating rink in the area. This research could consist of analyzing demographic data about surrounding neighborhoods, and surveying people in a high-traffic area like a shopping mall to find out who is most interested in ice skating. Using the market research data to tailor their message, the company might develop an advertising plan to generate interest in the new ice skating rink before it opens. Because the purpose of pull marketing is to convince customers to seek out a product on their own, using direct methods of advertising like mail fliers and TV commercials may not be effective. Instead, the rink-building company could develop a blog about winter activities, using keywords that relate to the geographic area of the ice skating rink to be a source of information local people would seek out for themselves. The blog would be especially effective if it linked to a social networking page about the rink itself so readers could receive periodic reminders about the business and share that information with others If the pull marketing plan is successful, interest in the new ice skating rink will exist before it even opens. Customers will be curious and excited to visit the rink and are very likely to tell other people about their experience once the rink actually opens, generating a powerful word-of-mouth effect. Pull Marketing Techniques: Using these techniques a start up like Q Quick can build brand awareness and loyalty. Capture: This stage is targeting capturing and attracting potential new leads. It involves applying advanced technology and social media to seek out out exactly where your potential customers are talking and what they're talking about—and to recollect of the conversations people are having about you, your competitors or your industry. advertising and mass media promotion, like placing radio or television ads, distributing flyers, sponsoring sports teams or using social media to talk with as many consumers as possible. Your restaurant might want to start out out small by developing a social media page and hanging flyers. because the business grows, you'll put money into a few of more promotions. This strategy often takes up an enormous amount of a marketing budget. The strongest, yet typically the foremost difficult tactic to urge started would be word-ofmouth referrals, which involves your customers telling others about your product or service. Another tactic you'd possibly use tons during holidays or the highest of a season is advertisements and discounts, which involves offering the merchandise or service to the customer at a reduced price. Customer relationship management, which shows customers that you simply simply understand and care about what they have . Many companies are using database systems to gather and track customer information. Using the market research data to tailor their message, the company might develop an advertising plan to generate interest within the new rink before it opens. Because the aim of pull marketing is to convince customers to hunt out a product on their own, using direct methods of advertising like mail fliers and tv commercials won't be effective. Search Engine Optimisation (SEO), whereby companies will decide to promote their website as highly a possible on the organic results of a search engines findings so on instigate interest. – Pay per Click (PPC) whereby an organization pays the publisher for each click their companies’ website receives. this sort of pull marketing is conducted so on attract the foremost appropriate people to your site and thus increase the conversion rate. – Social Media, this involves promoting your brand to potential consumers via websites like facebook or twitter. ANS 3 Emotional branding is that the process of forming a relationship between a consumer and a product or brand by provoking their emotions. Marketers achieve this by creating content that appeals to the consumer’s spirit , ego, needs, and aspirations. Emotional branding plays to humans’ natural desire for love, power, emotional security, and ego gratification, all of which are subconscious and may be tapped into by emotionally triggered marketing. Maslow’s Hierarchy Maslow’s Hierarchy of Needs theory classifies emotional motivation through biological and social needs. Humans got to cover their physiological needs (food, shelter, air, water) before they will work their high the pyramid to satisfy their emotional needs: esteem (respect, status, strength) and self-actualization. Example: Apple began with providing a really functional product which appealed to the physiological needs of the consumers who needed a phone. They moved up the ladder by talking about privacy in their communications and the way their products provide that. The I-pod essentially provided consumers a way of belongingness, something customers could call their own. Their catch phrase, “chic not geek” appealed to the esteem of the buyers and eventually within the present era, “Think differently” allows us to satisfy our selfactualization need. Not only the phrase, the status symbol that the phone has become and therefore the associations it's gained help feel us superior if we own an I-phone. Examples: In their commercial shown during the 2017 Superbowl, Google used the emotional attachment of ‘home’ to spotlight how the corporate played a key role within the everyday lives of its users. Coke’s ‘Pool Boy’ commercial feeds off that attempted and tested girl-loves-boy theme but adds a twist to point out the company’s modern and progressive side. it's also an excellent example of how humour are often wont to trigger emotions. Emotional Branding Examples 1. Always: #LikeAGirl Always sought to show the tables on the term “…like a girl” during this campaign which appeals to emotion by making women feel empowered and assured . Despite the controversy that followed, the commercial went on to win an Emmy, a Cannes Grand Prix award, and therefore the Grand Clio award Mercedes is another company that uses emotions to feed everyday stories that convince customers of the reliability of its cars. These ads are an entire packages: stories, words, pictures and music that combine to draw the customer into the story and make them feel a part of the Mercedes experience. The six stages of emotional branding 1. Capture attention. How does one nurture interest in your brand? Who are you targeting? What emotions might those people respond to? 2. Encourage purchases. How does one engage with a possible customer and encourage them to believe spending their money with you? How does one move from capturing their attention to making sure they move forward with a purchasing decision? Much of this is often to try to to with understanding the emotions that drive their everyday decisions. this is often particularly important within the in-store environment. During a retail store or during a customer-facing office environment, businesses have the chance to create the emotions associated with the brand. this will influence intention to interact together with your product or service, and to either stock the instant or return to shop for at a later date. an honest example is IKEA, which has had considerable success in changing the emotional experience – and increasing sales – by simply altering a store’s layout. are often "> this is often where sensory marketing can be important. 3. Develop a relationship. This stage is about reassuring your customer that they made the ‘right’ decision once they spent their money with you. This stage can assist you … 4. Develop customer loyalty. Turning a one-off purchase into a daily purchase helps build brand loyalty and increases the lifetime value of that customer to your business. This stage is about adding customer incentives or loyalty offers, and up-selling/cross-selling your products to existing customers. 5. Make your brand a part of your customer’s life. you're looking to develop a deep and long-lasting engagement together with your customer. Once you've got done this you'll … 6. enjoy word of mouth business that comes from loyal customers who provide free advertising and referrals for you. within the same way that we invest in our image by advertising, we'd like to take a position in customer service and support as this impacts on emotional memory and your word of mouth image. Without good memories of an experience, nobody will commit it to memory or recommend it. All the ads within the world won't change this. Apple may be a exemplar . it's built its reputation on positive customer experiences. Any products or customer experiences that come short of expectations risk negative word of mouth feedback. Emotional Branding Best Practices 1. Specialise in Emotion Through Visuals Obviously, emotions are paramount to effective neuromarketing due to their influence on the subconscious. In fact, nearly 50% of the brain is visual processing power.08 concentrate not only to your visual identity but also to logos, fonts, colors, depth, and movement to optimize for positive emotional experiences. 2. Personalize Your Interactions Appeal to the self-serving nature of the human brain by making your users feel happy, satiated, and important. Make your interactions with them feel unique and genuine. Create options for personalisation and use targeted sales and marketing techniques to make interactions that desire they’re tailored to every individual user. 3. Inspire Engagement Engaging together with your users makes them feel more personally connected to your brand and elicits more emotional reactions. Start engaging your users more by connecting with influencers, sharing user-generated content on social media, and replying to reviews and comments to form lasting connections. 4. Make Your Users Comfy When it involves emotional branding, consistency is vital . confirm you employ an equivalent colors and are appealing to similar emotions to stay users from getting confused. 5. Answer PR Issues Quickly Timing is vital when responding to large issues, and consumers appreciate a fast response when companies make an error . When Johnson & Johnson had a case of tampering with Tylenol they immediately pulled all inventory from shelves to guard consumers (even though there was no evidence of further contamination). Staying Ethical There is a fine line between courting and manipulating customers. Remember that emotions can make us vulnerable. regardless of how strong we expect we are, we’re still very complex. In appealing to emotions, brands are constantly walking the road . it's extremely important to treat your customers with the utmost respect. Fear is one example of a strong yet heavily abused emotion. In some instances, fear is acceptable . Especially when it involves vital health concerns, companies/brands/nonprofits have an obligation to inspire emotion. the most element that influences whether an individual is probably going to require action to avoid a threat is efficacy — a person’s perception on whether or not they will do anything about the threat. Marketers and business owners can literally scare their customers into making a sale . But is it ethical? Probably not — if you’re using fear tactics, then definitely no. If you’re communicating something truthful (and possibly saving your customers from an enormous problem), then fear is ok. The key's to offer your brand a worth test. Is your marketing message adding or extracting value from the world? If you’re extracting value (like a leech), you ought to probably change your approach. ANS 4 It is true that today customers are are overwhelmed by the quantity of messages there receive from various companies and products. Communication is vital in maintaining brand awareness within the subconscious of a consumer. But consumers today are more driven by experiences, not just product features. Therefore it's true that organisations got to be smarter about the way they traverse the noise. Sensory branding are some things which will give the merchandise and its brand a singular thanks to create memorable and interesting experiences with their customers without making them overwhelmed. Sensory branding may be a way or sort of marketing that directly appeals or target the senses of the customer. The census are mostly in reference to the brand, the brand message and therefore the product. the general target or purpose is to form the customer relate with the merchandise or the brand at an emotional level. this will be done through customers' senses. Such a brand experience generates among the purchasers a particular beliefs, feelings, thoughts ans opinions that make a picture within the customers' minds. What is the sense? Human beings perceive stimuli originating from the encompassing environment and seek to reply to them. These stimulus are supported sight, smell, taste, hearing or touch. Marketing techniques that into the purchasers by using these senses are usually classified as sensory marketing. • • • • This sort of selling is more of a branding to the customer during a more personal way as compared to mass or social media marketing. This type of selling put the experiences lived by the consumers and his or her feeling within the process. It's the emotional and therefore the cognitive learning that highly effects the consumer's mine and makes the brand more memorable. On top of that when other marketing techniques appeal to one sense, these marketing techniques combination of perceptual systems overlapping each other . • This will even be classified as and intersection of fields like psychology and neurobiology. The Senses: Sight: Sight are some things that's used since past a few years may be a traditional way of selling . Branch are utilising just sense so as to determine their identity and construct a visible experience for the individual. By making design important aspects of a product or a service create a personality with which individual identify with. it's considered to be one among the foremost potent expression of a brand's identity. With new technology like computer game , augmented reality, consumers are often given sensory experiences that might be impossible otherwise. Dhire experiences are more immersive and provides a chance to interact almost reality like with the consumers. Smell: Smell is believed to be linked the foremost to emotion. Many companies sell scent and aromas to different brands in order that they will enhance their overall marketing strategy and brand identity. With the sense of smell means of sensitive and Powerful it shouldn't be surprising that a lot of different brands have joined the industry to seek out how to consumers emotions through smell. A distinctive aroma that's blended with the merchandise that the buyer is using create an experience that's unmatched by the other . It creates a singular hint of smell and successively creates a singular response. Smell has capability to leap start of chain of emotions and memories that buyers can become very comfortable to. this is often exactly what companies are trying to find when entering sensorial branding. Sound: Sound is that the most underestimated sense in marketing. Traditional radio and television advertisement where focused on account of sound. Whether it's music for a jingle, or unique sounds, sound affects our mood and mental state . It can promote a way of peace of mind and it can also alert us to danger. Sound are often used verbally to convey the communication or the message that the brand is getting to expire . Brands spend immense amount of cash and time to associate the proper song or jingle with their identity. Jingles of various brands are an integral a part of consumers. Voices also are something which will be wont to create the connection between a brand and its experience. they're personal, emotional in friendly. The brand that's being marketed can use it coherently so as to reinforce the brand identity. Apart from this, brand also used sound effects for instance how Coca Cola use it. The mere effect of bottle opening and therefore the frizz is enough to spot what brand it's . Touch: Touch are some things that enhances the experience and make it strong while interacting with the merchandise . All the opposite senses are used for an emotional appeal but touch are some things that provides authenticity also as a sense of reality. It makes the message and therefore the communication feel real. When any brand is making tons of"> numerous efforts in marketing its product day attempt to convey a lot of various features and benefits. But touch can give and authenticate all of these claims. Touch enables an actual interaction between consumer and brand. The expression of fabric and surface and temperature and weight and form and steadiness are some things which will create a spark. Taste: Taste becomes an intimate sense since it can't be experienced from distance. it's also something that's supported people's preference. It also features a social aspect attached thereto. Using sensors in creating brand awareness and marketing efforts are some things which will help measuring and explaining consumer emotions. it's something that ought to be spotted right and capitalised on is a new marketing opportunities. It can help maximize product profitability, repeat purchase is. ANS 5 An important sort of branding is named sub-branding. It refers to the introduction of a subordinate brand that categorizes (part of) a line within the entire brand system. Sub-brands help to formulate and structure offerings and to switch because sub-brands can change association. The following are reasons to make a sub-brand: • To create a stronger appeal to a specific market or market segment (for instance, the foremost discerning customers within the category) • To make the parent brand more relevant to a selected market or market segment (for instance, African-Americans) • To call out or highlight different amenity, benefit or values bundles offered by specific groupings of products or services (for instance, business hotels versus luxury vacation resorts) In a standard sub branding strategy, the corporate shares some fundamental factors of their personality and image with the newly formed entity. it's when a main brand creates a subsidiary or secondary brand. (For example, Diet Coke or Nacho Cheese Doritos). Sub-brands are typically created as a chance to succeed in a replacement audience. Sub-brands can then build and sustain relationships with the new audience. This new brand’s attributes are distinct, yet associated with the most brand. Sub-brands often have their own brand standards, logo, color treatment, etc. while some sub-brands reflect an equivalent identity because the parent brand. Successful sub-brands can help advertise and increase exposure for the parent brand. they assist establish brand loyalty and trust. Consumers who trust a main brand are more likely to undertake a replacement product under the most brand. deem example, Apple, Inc. Anytime Apple debuts a product, say an iPhone, iPad, iPod, etc. it capitalizes on the halo effect. People trust Apple as a brand and successively trust the products they produce. The core advantage of launching a sub-brand is that permits for expansion into specific markets. Often, during a varied line-up under one brand, a product or service which will be a standout to at least one market, can stray within the shadow of the parent brand’s message. A brand is in a position to require advantage of the trust built from their larger brand or company, while tapping into new markets that are more easily attained thanks to a greater sense of brand name loyalty. A sub-brand can create exposure for the parent brand, making it more appealing to a selected customer segment that wasn't engaged. And while sub-branding does require necessary financing, it also allows for the diversification of finances and therefore the possibility to sell a selected brand without affecting the parent company or family of brands – for a few companies, this is often the sub-brand strategy in itself. Marketing efforts are more powerful when sub-brands are used. When messaging are often more targeted, the foremost important product features are often highlighted and focused on. Product choices become clearer, consistent with the requirements of the customer, making their choice, and journey to conversion as simple as possible. A brand architecture is that the blueprint your company uses to guide its growth. As your organisation evolves with new products, services, and even distinct target markets, your architecture tells you ways to structure your “master brand” and any subsequent identities that emerge from it. Sub brands help companies to launch new services and products, boost the appeal of their master brand, and potentially connect with new segments of their existing audience . However, it’s easy for companies to lose their way. Brand architecture exists to stay your business leaders on the proper path as they explore new avenues for growth. House of brands: One master company manages a variety of seemingly unrelated and independent brands that haven't any obvious connection to the brand house. consider Unilever with sub brands like Dove, Persil and PG Tips. Hybrid brands: Each new entity is endorsed by the core brand and carries some of its value, but the corporate still maintains a definite brand identity. consider Sony with PlayStation, Walkman, and Bravia. The branded house: One parent brand shares its identity with each of the sub brands. consider Google with Maps, Plus, and Translate, or Coca-Cola with Diet Coke and Coke Zero. Although building a map of interconnecting, yet separate brands could seem complex, it’s simpler than it's . the most thing to recollect is that whichever brand architecture you select , your sub brands got to be connected to the parent company, without selling an equivalent products and services. Sony built a reputation within the consumer world because the go-to company for entertainment. the quality Sony logo appears on everything from headphones to televisions. However, there’s also a good range of Sony sub brands in situ to assist the corporate connect with its audience on a deeper level. For instance, Sony PlayStation is one among the simplest samples of the hybrid brand architecture. Though the “Sony” name reminds customers who they’re buying from, PlayStation exists with its own image, logo, and marketing personality, ensuring a definite identity for the sub brand. PlayStation: The Sony gaming brand. Columbia Pictures entertainment or “Sony Pictures”: The film production brand. Vaio: The Japan-based company known for smartphones and computers. Walkman: Portable music systems. Bravia: the tv and monitor business. Competitive Implications: Some disadvantages to sub-branding include the prices to plug , promote and maintain the new brand. Sometimes, sub-brands are often unsuccessful. This failure can negatively impact the parent brand and affect loyalty, trust and business. Bad customer experiences also can cause the tarnishing of the sub-brand and parent brand’s image. Sub-brands can also require corporate restructuring to accommodate the new brand and its identity. There could also be confusion between the most brand and sub-brand identity. This confusion contributes to the diluting of the most brand’s power and identity. The Virgin Group has extended their brand multiple times. However, there's confusion between the most brand and sub-brands’ identities. the colour treatment, logo use and typography aren't consistent. Multiple colors, type treatment and variations of the brand are used. Sometimes brands extend into areas that aren't natural fits. Other times, brands keep extending without rhyme or reason. This causes confusion round the parent brand. Like subbranding, brand extensions are often expensive. Additional costs are going to be needed to market and maintain the new brand. One of the most important issues we see with sub-branding is that the lack of investment that companies make in supporting that brand. Building and maintaining a sub-brand requires additional budget to plug and promote. Sometimes meaning taking investment and a spotlight from the company brand, which may weaken both brands. A sub-brand should be cost-justified therein it requires little investment to determine or the sub-brand business is large enough to supply resources needed for its own development. When a sub-brand is unsuccessful, the failure can negatively impact the parent brand and affect loyalty, trust and business. Bad customer experiences also can create poor perceptions of the sub-brand and parent brand’s image. Sub-brands also can create confusion within the eyes of consumers rather than clarifying and distinguishing brands. this will deduct attention from a robust corporate brand. ANS 7 (ii) Brand Identity and Image Brand Identity is that the noticeable components of a brand, including color, design, and a brand's logo. it's the way where a corporation , organization, or business introduces itself to the overall population and recognizes the business within the mind of buyers. Set forth plainly: it's what you, clients, and imminent clients can see. Brand identity consists of varied elements, including: • • • • • • • • logo or wordmark different logo variations key brand colors and color palette typefaces typographic treatments a consistent style for images and content library of graphical elements style guide The goal of brand name identity design is to inform your company’s story during a way that makes loyalty, awareness, and excitement. Brand identity is how you would like your customers and prospective customers to perceive your brand or your products and services. Brand identity is tangible so it appeals to the senses. Brand identity is what you'll see. It fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. to place it simply: everything that you simply can see (the visual language) is brand identity. How many elements a brand identity system contains depends entirely on what percentage touch points (applications) must be designed for a brand. The goal of a brand identity designer is to seek out artifacts that tell your story and have interaction people with who you're during a familiar and meaningful way. meaning ensuring whenever your artifacts show up, they're consistent in their appearance, use, size, scope, color, feel, etc. Brand Identity guides govern on the way to use these visual brand assets (check style guides of famous brands)Identity guidelines document describes the tangible message the buyer receives from the merchandise , person, or thing. The key's consistency. Consistency allows your audience to create a memory structure around who you're and what value you've got to supply . the most purpose of brand name identity is to line guidelines on the way to use those visual assets. Consistency in identity projects the company culture that surrounds the merchandise . And this culture becomes the brand identity of your organization. Brand identity takes disparate elements and unifies them into whole systems. How the brand is shown on applications, what typefaces and colours your company uses - all those aspect form the visual identity system. Therefore, the simplest identity programs embody and advance the company’s brand by supporting desired perceptions (through design). After all, design plays an important role in creating and building brands (the process of branding). In fact, design differentiates and embodies the intangibles — emotion, context, and essence — that matter most to consumers. consistent with that, brand identity is what we designers actually do. So just just in case you skipped through this text and somehow missed it. Designers don't design a brand, but they design is brand identity. A designer’s job is to make a desired perception by using any means available in terms of visual language. The Keys to a robust Brand Identity That said, simply because you design those elements doesn’t mean they’re effective. a robust brand identity must work for everybody , both your internal team (e.g., brand ambassadors, content creators) and therefore the people that will interact with it (e.g., customers). As you start the planning process, confirm your brand identity is: • • • • • Distinct: It stands out among competitors and catches people’s attention. Memorable: It makes a visible impact. (Consider Apple: the brand is so memorable they only include the logo—not their name—on their products.) Scalable and flexible: It can grow and evolve with the brand. Cohesive: each bit complements the brand identity. Easy to apply: It’s intuitive and clear for designers to use. If any of those elements are missing, it'll be challenging for your brand team to try to to their job well. Brand Image Brand Image is actually an equivalent . the sole difference is that while the identity is how one wants to be perceived, the image is that the reality today. Needless to mention , that there's often something of a niche . Brand image is that the perception of the brand within the mind of the customer. it's an aggregate of beliefs, ideas, and impressions that a customer holds regarding the brand. A brand are often perceived differently by different customers. Hence, the formation of a uniform brand image may be a huge task for any business. Importance of brand name Image Every Company strives to create a robust image because it helps in fulfilling their business motives. a robust brand image has the subsequent advantages – • • • • More profits as new customers are interested in the brand. Easy to introduce new products under an equivalent brand. Boosts the arrogance of existing customers. Helps in retaining them. Better Business-Customer relationship. While a corporation with a nasty image may struggle to work and won't be ready to launch a replacement product under an equivalent brand. Examples • • • • • • Coca-cola may be a brand known for a product best used at the time of happiness, joy, and good experience. it's the ‘original cola’ and features a ‘unique taste’. Woodland Shoes are solid and are a perfect choice for outdoors. They last very long. McDonald’s has a picture of a cheap brand that serves the food very quickly. Walmart is best known for a retail brand selling goods for a lesser price than usual retailers. Rolls-Royce may be a premium brand considered to be exclusive for wealthy and influential people. The brand image of Nike is different from other apparel brands. It’s considered to be a cult brand which deals only in sportswear. Brand Identity vs Brand Image Brand identity is how the corporate portrays itself to the purchasers . it's how the brand wants the customer to perceive it. Brand image, on the opposite hand, is how the purchasers perceive the brand. the corporate has less control over the brand image and always strive to align the brand image with the specified brand identity. (iii) Brand Rejuvenation Rejuvenating a brand is required to revive a brand, or just to revamp a brand that's naturally browsing a stage of decline. Need for Brand rejuvenation: • • • • • • customers have found a replacement for your brand elsewhere? brand promise is not any longer relevant? product has simply become obsolete following a replacement technology? the need that your brand was initially designed for, not exists? Competitors are slowly eroding your market share Age, taste, social trends, new competitors, all represent factors which will end in a change in buying behaviour, which frequently translate into your customers not requiring your products Three levels of Rejuvenation: • • A holistic re-branding of a corporation , from top down: refurbishing logos, trademarks and revamping the whole corporate brand image. it's going to only involve updating a number of the brand’s products to reflect changes in demand. • Rejuvenating a brand may simply require repackaging a product to offer it a fresher, more contemporary look to appeal to new generations of consumers. Approaches to rejuvenation Make Your Brand ‘Trendy’ Making your brand trendy will make your brand appealing to a fresh audience. Apple as an example is perceived as a cool and young brand. Facebook and Beats headphones also are trendy brands that folks buy due to their ‘cool’ factor. A young and stylish brand may be a sure thanks to expand your business. you'll probably need to perform extensive marketing research to seek out out what makes those children tick. Keep an eye fixed on Your Competitors Always confirm that you simply know who your competitors are and what these companies do in the least times, this may allow you to tailor your selling proposition and convert a number of their clients. to trace what the competition is doing you'll found out Google Alert for every competitor; this may notify you as soon as a competitor publishes anything about them. By having a transparent picture of your competitors you're during a strong position to counter attack. Brand Repositioning and USPs Reposition your brand by reinforcing your USPs (unique Selling Propositions), developing new uses for your products and targeting new segments of the population. Communicate to your new and existing customers what makes your products special i.e. give them reason to shop for your products. Define what your brand currently represents. Apple , Pepsi, and McDonald’s have used a variety of different slogans over the years to tailor their brand messages and stay relevant to consumers. It’s part of what makes them so successful. You can do this, too. Be consistent in your presentation. Don’t forget what you’ve defined from the beginning. Although your look or slogan may change, the heart of your business should remain the same. Be willing to grow and evolve based on your vision, your audience, and your image (keeping consistency in mind). The Harley Davidson case Harley Davidson suffered a big decline in sales within the early Seventies, only to be revived in recent years. the arrival of smaller Japanese motorbikes started creating a dent within the brand’s sales. Harley Davidson skilled this threat by introducing smaller motorbikes, but these were perceived by its customer to be of poor quality, so sales continued to slump. the corporate was within the brink of collapse, when it decided to heavily invest in quality and during a distinctive style. As we all know Harley Davidson is once more a revered brand with many loyal customers worldwide. In conclusion rejuvenating your brand requires efforts and resources. Whether you're considering a full holistic rebranding or just looking to revamp and reposition your products, you'll need to perform some sort of qualitative research together with your customers, current and former ones.
