brand mgmt ppt
Post on 17-Feb-2017
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THE BUSINESS SCHOOLUNIVERSITY OF JAMMU
PROJECT ON : “DEVELOPING, ENHANCING & SUSTAINING A BRAND IN THE MARKET”
RADHIKA GUPTA32 -MBA-14SEMESTER - 3
DEVELOPING A BRAND IN THE MARKET:
DISCOVERING AND IMPLEMENTING YOUR COMPANY'S BRAND IDENTITY: Branding is not a difficult thing to do if you know who you are and how you want to be perceived by others.
• Know What Your Brand Means• Make Your Employees Brand Ambassadors• Communicate Your Brand to the Public• Get Target Customers to Amplify Your Brand
BRAND DEVELOPMENT MODEL
ENHANCING A BRAND IN THE MARKET:
• As marketers, we strive to communicate with consumers in the ways that they prefer.
• In fact, marketing is becoming increasingly consumer-driven. For example, with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell, and consumers essentially become product “co-creators.”
ENHANCING A BRAND IN THE MARKET:
• Today, 80% of online content is user-generated, and content will increasingly come from a customer’s peers.
• Marketers need advocates buzzing about their products as people increasingly receive information about brands from their social connections.
Tips to Help Improve Your Brand's Communication Strategy
1) Be Authentic- Example: Patagonia2) Have a Conversation- Example: Oreo3) Create Buyer Personas- Example: Walt Disney World
Tips to Help Improve Your Brand's Communication Strategy
4) Show Your Personality - Example: Old Spice5) Provide Relevant Content- Example: Lowe's on Pinterest 6) Be Helpful- Example: JetBlue
7) Focus on Quality Engagement Over Quantity - Example: Southwest Airlines
8) Be Open - Example: McDonald’s Canada9) Post About Things Other Than Your Own Brand - Example:
Whole Foods
Tips to Help Improve Your Brand's Communication Strategy
10) Throw in Content for Pure Consumer Enjoyment - Example: Kraft Macaroni & Cheese
11) Leverage Consumer-Generated Content - Starbucks
SUSTAINING A BRAND IN THE MARKET:
For building long-term customers relationships and inspiring customer loyalty:
1) Analyze Weaknesses2) Listen to the Customers3) Data, Data, and More Data4) The Right Information at the Right Time5) Keep the Customer in the Loop
SUSTAINING A BRAND IN THE MARKET:
6)Get With the Times7)Tie-in Complimentary Services and Useful Information8)Customer Service Is King9)Be Creative
10) Solicit Feedback
CONCLUSION:• Branding is not a difficult thing to do if you know who you are
and how you want to be perceived by others. • With the rise of collaborative marketing, marketers must shift
from marketing "at" consumers to marketing "with" consumers.
• By focusing on what is in under the control of the supplier, and mating that to the true needs of their customers, brands can meaningfully improve customer loyalty in the marketplace.
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