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Brand Manager - FMCG | Job Snapshot
 
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One of the most coveted jobs for MBA students! Do you know what a Brand Manager actually does? Want to know if you would be happy doing it? ‪#BrandManager‬ ‪#FMCG‬
Views: 50863 Profession Choice
Strategic Brand Management - What Is Brand Management?
 
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Strategic Brand Management - What is Brand Management? Buy my book today! http://bit.ly/bestbrandingbook Contact me: http://www.edwindearborn.com/contact/ Connect with me on LinkedIn: https://www.linkedin.com/in/edwindearborn/ What are your brand’s “basic physical and organizational infrastructure” and necessary “services and facilities” so that it can function and be economically promising? This article is by no means an attempt to define branding or its importance in business and marketing. This article is to point out that without a sound understanding of the importance of an infrastructure for your brand management strategy, and what that all entails, you could fail without ever really knowing why. To succeed in branding, you have to support that brand management strategy with services, staff training and a host of many other things. Here is a basic checklist of what your branding infrastructure should contain. You may want to copy it and even add to and adapt this for your own needs. Sound market & keyword research Mission statement, well publicized A written marketing and PR strategy A contextual content strategy Social media and content policies Well-developed marketing and PR budget Set marketing & sales objectives and quotas Corporate ethics policy A unique selling proposition Distinctive logo, colors and packaging Uniforms Company training manuals & courses Customer support staff Company website & blog Appropriate branded social channels An organizational chart A CMO, Director of Marketing or someone similar Marketing staff (designers, writers, bloggers, A/V people, etc.) Strong relations with KOL’s, marketing partners, strategic relationships & affiliates Internal communications system and schedules While there is much more that could be added, this is to point out that your brand management strategy is much more successful, sustainable and profitable with supported with a well-built and tightly organized digital infrastructure http://www.edwindearborn.com/brand-ma... Strategic Brand Management | What is Brand Management | Branding
Views: 37249 Edwin Dearborn
What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning
 
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What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning - BRAND MANAGEMENT definition - BRAND MANAGEMENT explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things. In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers." In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction. Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand. Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers. Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets. A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands. Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the brand image. Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates. Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.
Views: 12672 The Audiopedia
Branding: Nike & Apple Marketing Strategy
 
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Subscribe: https://www.youtube.com/c/BrianGJohnsonTV?sub_confirmation=1 What can we learn from Apple and Nike when it comes to marketing and branding? Share this video: https://youtu.be/BmnKyhOZkNk Don’t just share your message. Stake your claim and amplify it! NEW VIDEOS: Wednesdays & Thursdays I share the very strategies, tactics and rituals that have generated job ending results for myself and countless students. More importantly, my methods have allowed me to impact others in a positive way and they can help you to do the same. Subscribe and join me! Subscribe: https://www.youtube.com/c/BrianGJohnsonTV?sub_confirmation= Send Your Swag: Brian G. Johnson 3630 Outback Vista Point Colorado Springs, CO 80904 ** All video and audio content created by myself and or used with permission from the creator.
Views: 107643 Brian G Johnson TV
What is Branding?
 
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Facebook: https://www.facebook.com/NorwichBSchool Twitter: https://twitter.com/NorwichBSchool This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind in the world and has attracted students from 23 countries including Japan, USA, Singapore, Taiwan, UK, India and China - to name but a few.
Views: 1429466 NorwichBSchool
The Difference Between Marketing vs. Branding Strategies
 
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Q: When it comes to the mechanics of making sales online, do you need a call to action? Do you trust that with enough good will and trust people will find your website/email when it's time to buy? If I need my content to drive bookings, should I not at least have a link for more info when people are ready to buy? Watch the full #AskGaryVee Show Episode 22 here: https://www.youtube.com/watch?v=IAmZ5iWHxw4 Want your question answered on Entrepreneurship Answered? Click to submit your question -- https://twitter.com/intent/tweet?text=%40Garyvee%20%23askgaryvee&source=clicktotweet&related=clicktotweet -- Entrepreneurship Answered is a collection of answers from the #AskGaryVee Show which is one entrepreneur's take on leadership, social media, self-awareness, winning, marketing, venture capital, arbitrage, digital media, influencers, company culture, start-ups, attention, content, management, empathy, legacy, parenting, family business, crushing, storytelling, thanking, jabbing, right hooking, hustling, and the New York Jets. Gary Vaynerchuk is a serial entrepreneur. Fresh out of college he took his family wine business Wine Library and grew it from a $3M to a $60M business in just five years. Now he runs VaynerMedia, one of the world's hottest digital agencies. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding his own VC. Find Gary here: Youtube: http://youtube.com/garyvaynerchuk Website: http://garyvaynerchuk.com Facebook: http://facebook.com/gary Snapchat: garyvee Instagram: http://instagram.com/garyvee Twitter: http://twitter.com/garyvee Medium: http://medium.com/@garyvee --
Views: 16578 AskGaryVee
What is a Brand? Brand Management Explained - Marketing 101
 
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http://www.woltersworld.com What is a brand? Many marketers and business people have asked that question. Here we try to explain exactly what is a brand and why it is important for companies to understand why they need to manage their brand and brand strategies. Filmed in Sparta, Greece Copyright Mark Wolters 2011 and 2012
Views: 13543 Wolters World
Brand Management explained
 
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The core aspect of marketing which gives you leverage for your business is the Brand Management phenomenon. Brand management concept we have tried to explain in detail. Hope you like it. For more on Brand management , Brand Activation visit http://www.grape5.com/brand-buzz/brand-activation or Ask use on twitter @grape5x
Views: 802 parag masteh
Step into the world of luxury brand management
 
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Take a journey into the world of luxury and learn how Glion students are getting luxury brand management training with some of the world’s leading luxury brands. In this documentary, Glion students and key faculty members explain how the Luxury Brand Management specialization program works. This specialization track builds upon the customer experience management skills that Glion students have acquired for the hospitality industry, and it elevates those skills for the luxury sector through internships, luxury brand management courses and a two-week applied learning workshop at Domus Academy in Milan. To learn more about our Luxury Brand Management specialization, visit http://www.glion.edu/luxury
The Importance of branding - In a nutshell
 
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The Importance of branding, In a nutshell - expert advice from Jonathan Alder at Alder and Alder - http://in.a-nut.sh/AlderAndAlder Don't miss new In a nutshell videos... subscribe by clicking here: http://www.youtube.com/subscription_center?add_user=BEInaNutshell Find out more about this video... Your brand is a really powerful business tool. Another way to describe your brand is the personality of your business. It makes you more attractive to potential customers and helps you to stand out from competitors. It does this by telling people four important things about your business. It tells them; Who you are; What you do; How you do it; Why you do it. Who you are is about your visual identity - the way you look. So that includes things like your logo, your website, your literature or packaging. It also includes your name. This aspect of your brand will often be the first contact someone has with you. What you do isn't just about listing the products or services you offer. It's about explaining the benefit of those products and services. It's about explaining how your products and services will improve their business or their life. How you do it is about the way you deliver your product or service. It's about communicating the values within the business that are reflected in your behaviour, as a company. Why you do it is about sharing the purpose that lies at the heart of the business. What is it that motivates you? What is it that drives you and your business? Who you are and What you do are often what attracts someone to your business initially. But it's How and Why you do it that will build long-term relationships with loyal customers. So if you're serious about building your business, you should be serious about building your brand. ........................................ Jonathan Alder Alder and Alder http://www.alderandalder.co.uk [email protected] 01392 248107 ........................................ CONNECT WITH BITPOD Facebook - https://www.facebook.com/bitpod Twitter - https://twitter.com/bitpod_uk Pinterest - http://pinterest.com/bitpod/ Linkedin - http://www.linkedin.com/company/bitpod Bitpod - http://www.bitpod.co.uk SUBSCRIBE TO OUR CHANNELS http://www.youtube.com/subscription_center?add_user=BEInaNutshell http://www.youtube.com/subscription_center?add_user=bitpod
Views: 6702 In a Nutshell
Steve Jobs' amazing marketing strategy - MUST WATCH
 
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Check out these books about Steve Jobs: * Steve Jobs: https://amzn.to/2PGH3nM * The Presentation Secrets of Steve Jobs: https://amzn.to/2JB1j55 * Becoming Steve Jobs: https://amzn.to/2QgZKf8 * Steve Jobs: The Man Who Thought Differently: https://amzn.to/2AHIqdQ * Steve Jobs (Movie): https://amzn.to/2CZgLq3 Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world. * Join my BELIEVE newsletter: http://www.evancarmichael.com/newsletter/ Transcript: To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us. Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe. But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back! The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows. The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product. But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!! And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about! Apple spends a fortune on advertising — you’d never know it….you’d never know it! So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals). And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?” And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases. But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe! And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do! And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value! A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that. But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today. ENGAGE * Subscribe to my channel: http://www.youtube.com/subscription_center?add_user=Modelingthemasters * Leave a comment, thumbs up the video (please!) * Suppport me: http://www.evancarmichael.com/support/ CONNECT * Twitter: https://twitter.com/evancarmichael * Facebook: https://www.facebook.com/EvanCarmichaelcom * Google+: https://plus.google.com/108469771690394737405/posts * Website: http://www.evancarmichael.com EVAN * About: http://www.evancarmichael.com/about/ * Products: http://www.evancarmichael.com/zhuge/ * Coaching: http://www.evancarmichael.com/movement/ * Speaking: http://www.evancarmichael.com/speaking/
Views: 1384010 Evan Carmichael
Life of Luxury Brand Management student in China
 
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A couple of days in my life as a Luxury Brand Management student in Shanghai, China. Fake shopping at Chanel, school projects, classes Hermes exhibition ad visit to Alfred Dunhills' house. Follow me on Instagram! :) https://instagram.com/bykajaa/ My camera: https://amzn.to/2LtpnuL MY OTHER VIDEOS: MY 2017 https://www.youtube.com/watch?v=COZFzsxL2VU WE TRIED TO CRASH SHANGHAI FASHION WEEK https://www.youtube.com/watch?v=e_nTh9nMNBM&t=25s 50 RANDOM FACTS ABOUT ME https://www.youtube.com/watch?v=1x9m4gQriL0 Contact me at [email protected] FACEBOOK: https://www.facebook.com/bykajaa/ INSTAGRAM: https://instagram.com/bykajaa/
Views: 8745 byKaja
What is Brand strategy?  Types of Brand & Marketing Strategies
 
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5 Step Brand Development Strategy Brand development is the process of creating and strengthening your professional services brand. Developing a stronger brand is most important task. Brand strength = Your reputation X Your visibility Strategies to be followed for the Brand Development 1. Consider your overall business strategy A strong, well differentiated brand will make growing your firm much easier. Be clear about your goals.Your brand will help you to achieve that. 2. Identify your target clients Firms with high growth and profit are focused on having clearly defined target clients. The narrower the focus, the faster the growth. 3. Develop your name, logo and tagline A new firm name, a new logo and tagline may support your brand positioning. Remember, your name, logo and tagline are not your brand. They are ways to communicate your brand. 4. Develop your content marketing strategy Content marketing increases both visibility and reputation of brand. It is the perfect way to make brand relevant to target audiences. 5. Develop your website Website is most important brand development tool. Here all your audiences turn to learn what you do and how you do it.
Views: 7335 Weekly Marketing Tips
The Secret Behind Coca-Cola Marketing Strategy
 
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Coca-Cola is the biggest non-technology company in the world. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1.9 billion servings a day. Whats the secret behind their success? With only 4 billion dollars being invested into their advertising, it has allowed Coke's advertising team to experiment and released its fare share of interesting campaigns.
Views: 241789 ThoughtCatalyst
Brands 3 - Brand Management in Politics
 
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How to develop your brand, either as an individual politician or political party. The three steps, define, promote and earn. The first two vides are: Brands 1 - Brand Basics in Business https://www.youtube.com/watch?v=UzS3jUywcQk Brands 2 - Do Brands Exist in Politics? https://www.youtube.com/watch?v=HSi6Pu4qVlE
Views: 1796 Zed Zidar
The Power of Branding - the 3Ds for brand managers
 
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Introduces the concept of branding, how it can evolve and transform your business. The video also highlights vital points associated with branding, and delivered the three key messages: Differentiate, Deliver & Delight. A project done by our team for a branding event. Client: Astreem Consulting Credits: Produced By: Yvonne Quek Janice Yap Evelyn Ton Graphics Editor: Evelyn Ton Videographer: Edwin Caballeros References: The Brand Gap, Slideshare Modern Brand Building, Slideshare Branding In A Troubled Economy, Slideshare 60 Minute Brand Strategist, Slideshare Mac V.S. Pc, Youtube New Coke Launches, Truveo The 1985 Launch Of New Coke, Youtube Old Coke, New Coke, Cnbc Yakult Vitagen Michael Lavender, Britain’s Got Talent Vietnam Keen On More Free Trade Agreements, Vietnamnet Trading On A Rock Solid Reputation, Vietnam Business News Vietnam Workforce To Grow 1.5% Annually In 2010-2015: Ministry, Vietnam Business Young, Capable Vietnam Labor Force Offers Hope Amid Gloom, Jakarta Globe The 2009 Population And Housing Census, General Statistics Of Vietnam Vietnam's Infrastructure Development, Vietnam Trade Office Nike Annual Report Software: Camtasia, MS Powerpoint, Adobe Photoshop, Adobe Premiere Pro, Adobe Flash
Views: 3229 Mismar
What is Branding in Marketing
 
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Learn the Basics of What is Branding what is the use of Branding in management. For more Info on Welingkar's PGDM Distance Learning Program: http://bit.ly/16o0OSy Brand is an identity of the organization, its product and services. It is combined effort of an organization projected to the consumer. Branding is a holistic and team effort to deliver what the consumer is looking for, which is not the product but a brand in the long run. This video by Welingkar's Hybrid Management Program has an in-depth discussion on Branding. Join us on Facebook: http://www.facebook.com/welearnindia Read our latest blog at: http://welearnindia.wordpress.com Subscribe to our Slideshare Channel: http://www.slideshare.net/welingkarDLP
Wendy - Brand Manager - Marketing & Communications
 
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My name's Wendy Instrell and I'm a brand manager at the Direct Line Group. My particular role is to look after the Churchill and brand positionings to make sure, however the company communicates and talks about our brands its stays true to what the overall brand promise is and the positioning we've set for those brands. In the five years that I've worked at Direct Line Group I've had exposure to different things, from strategic brand planning to event planning to exposure to the commercial side of the business. People from all round the business come and we discuss all the issues, it gives you a real, wide sense of how this business operates rather than just working on your own, in your own silos. We have different brand positions, those stand for different things, and as a brand team we want to get those positionings totally bought into all the way through the business and through the customer journey. You might have sales staff answering the phone for Churchill one moment, Direct Line the next, and it's really challenging to be able to show that differentiation when they've got to switch between the brands. When I've pushed for something to be done in a different way, actually quite recently, working with the teams developing scripts for our different IVRs, those quite annoying machines, when people phone up and they go through and its "press one for this, press two for this". What I really wanted was to be able to differentiate the tone of voice for Direct Line and Churchill within that to show that actually, the brands are different and they behave in a different way. So that's something that we've been able to make some changes, and push through. When I'm out with my friends, or I'm meeting people for the first time and they ask "where do I work, what do I do?" and I say I work on Churchill, everybody knows Churchill, everybody knows the Churchill dog so it's great that you can have the kind of rapport straight away, they're recalling the advertising, they're recalling, you know, the dog and the "Oh yes, Oh no" so its nice to have that common link straightaway and it does make me feel proud of working for brands that are as high profile as that. "Let's take the lead." It just makes me really encouraged to be part of a company that's so ambitious and wants to be leaders in the field. The culture really does feel likes its changing, its becoming more lively, more vibrant, people are more empowered to do things, we've got a great set of values that actually everybody in the company helped create, so it definitely feels like we're on a journey to a more exciting place.
Views: 7683 JoinInsurance
What is CORPORATE BRANDING? What does CORPORATE BRANDING mean? CORPORATE BRANDING meaning
 
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What is CORPORATE BRANDING? What does CORPORATE BRANDING mean? CORPORATE BRANDING meaning - CORPORATE BRANDING definition - CORPORATE BRANDING explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. It should also be noted that while corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture. Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture, sponsorship, employment applications, brand extensions (see study Fetscherin and Usunier, 2012). It therefore can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand. It has been argued that successful corporate branding often stems from a strong coherence between what the company’s top management seek to accomplish (their strategic vision), what the company’s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model. Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding. This trend is evident in campaigns such as IBM Smarter Planet, G.E. Ecomagination, The Coca-Cola Company Live Positively, and DOW Human Element. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services. This blending of corporate and product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and actual performance. Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders—employees, retirees, customers, business partners, supply chain partners, investors, neighbors—with the ability to share opinion about corporations via social media.
Views: 3133 The Audiopedia
Brand Management is the Enemy of Social - Truly Social
 
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Back in the day - that is, before the web - branding was a very important part of marketing. In order to appeal to a broad audience, you needed to create a reputable, recognizable brand. It's how 'trust' was formed...through familiarity. But in the social era, all of that is changed. Trust is formed by connecting and, well, experience of the brand. Anyone who thinks they can control a brand image or message is fooling themselves at best and ruining their chances of building trust at worst. This week's video is all about how "brand" has changed in the social era and how to approach it from a more ...erm... modern perspective. #socialmedia #brandmanagement #branding Click here to subscribe! http://goo.gl/CGQvCC My site: http://www.tarahunt.com Follow me: http://twitter.com/missrogue LinkedIN: https://linkedin.com/today/author/3154163 Slideshare: http://slideshare.net/missrogue/ Instagram: http://instagram.com/missrogue Clips used: You’re a mean girl - from Mean Girls - https://www.youtube.com/watch?v=sT8wMBeVffk I don’t like your tone - Spongebob - https://www.youtube.com/watch?v=QC5khEfrYmw Do you want to hang out - Scott Pilgrim - https://www.youtube.com/watch?v=P9CpoWRFOAw It’s like you’re photoshopped - crazy, stupid love - https://www.youtube.com/watch?v=05Lstwyt984 One more thing - Steve Jobs - https://www.youtube.com/watch?v=hyCzbXx9i-M I’ll take that with cheese - 30 rock - https://www.youtube.com/watch?v=aojQpViEd4s The hero we deserve, but not the one we need - Batman https://www.youtube.com/watch?v=6c_H45kt1_8 The only sensible way to live in this world is without rules - Joker https://www.youtube.com/watch?v=tezNEl0uPDY Practically perfect in every way - Mary Poppins https://www.youtube.com/watch?v=QXn3r5plloI Sure, whatever - Robot Chicken - https://www.youtube.com/watch?v=aKbG2JAyRFk I didn’t love the record - Adele -https://www.youtube.com/watch?v=fJ1RjyUxrSo Can’t Touch Me - Family Guy - https://www.youtube.com/watch?v=iu0orqfyv8M Mentioned (again): http://www.emilymcdowell.com
Views: 14224 Tara Hunt
Brand Extensions (Brand Management by Professor Sameer Mathur, Ph.D. (Carnegie Mellon University)
 
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This brief video discusses Brand Extensions. It is part of a series of lectures on Brand Management delivered by Prof. Sameer Mathur at IIM Lucknow.
Views: 8528 Prof. Sameer Mathur
What does a Brand Manager do?
 
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Kimberly Ford and I try to nail down what it means to be a Brand Manager.
Views: 5679 Found Future
Patient Flow - Pharmaceutical Brand Planning
 
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Pharmaceutical Brand Management perspective on a patient flow. A useful method to identify where the biggest opportunity is for the brand, sometimes known as the point of flex. It is where you can win sales through targeted marketing activity. Each target area can then be further evaluated in terms of likelihood to win a sale, when indication, evidence, price and other features that are valued by the customer are considered.
Views: 2236 Stuart Beamish
What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning, definition & explanation
 
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What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning - BRAND EQUITY definition - BRAND EQUITY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names. Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge price premiums that derive from brand equity after controlling for observed product differentiation. Some marketing researchers have concluded that brands are one of the most valuable assets a company has, as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Consumers' knowledge about a brand also governs how manufacturers and advertisers market the brand. Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations. Generally, these strategic investments appreciate over time to deliver a return on investment. This is directly related to marketing ROI. Brand equity can also appreciate without strategic direction. A Stockholm University study in 2011 documents the case of Jerusalem's city brand. The city organically developed a brand, which experienced tremendous brand equity appreciation over the course of centuries through non-strategic activities. A booming tourism industry in Jerusalem has been the most evident indicator of a strong ROI. While most brand equity research has taken place in consumer markets, the concept of brand equity is also important for understanding competitive dynamics and price structures of business-to-business markets. In industrial markets competition is often based on differences in product performance. It has been suggested however that firms may charge premiums that cannot be solely explained in terms of technological superiority and performance-related advantages. Such price premiums reflect the brand equity of reputable manufacturers. Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no agreed way to measure it. As one of the serial challenges that marketing professionals and academics find with the concept of brand equity, the disconnect between quantitative and qualitative equity values is difficult to reconcile. Quantitative brand equity includes numerical values such as profit margins and market share, but fails to capture qualitative elements such as prestige and associations of interest. Overall, most marketing practitioners take a more qualitative approach to brand equity because of this challenge. In a survey of nearly 200 senior marketing managers, only 26 percent responded that they found the "brand equity" metric very useful.
Views: 13258 The Audiopedia
5 steps to Digital Branding - CardoneZone
 
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Grant Cardone shares key tips to help businesses establish a presence on-line via, blogs, videos, podcasts and more. Grant begins the show sharing the following facts about digital media according to eMarketer: • Average time spent with digital media per day will surpass TV viewing time for the first time this year, according to eMarketer’s latest estimate of media consumption among US adults. • The average adult will spend over 5 hours per day online, on nonvoice mobile activities or with other digital media this year, compared to 4 hours and 31 minutes watching television. • Daily TV time will actually be down slightly this year, while digital media consumption will be up 15.8%. • The most significant growth area is on mobile. • Multitasking helps to contribute to the increase in the overall time people spend with media each day, 11 hours and 49 minutes in Grant then explains that if you are a company advertising trying to gain attention you have to analyze what people are watching, where are they watching and how do you reach them. Where do you spend your money and when you do what do you spend it on. He offers the steps and thinking that he uses to best utilize digital media. Grant’s Digital Mix: 1) Write an article or blog on a chosen topic related to your industry. 2) Create a video discussing that topic for YouTube or Vimeo. 3) Host a Podcast or Radio/Web Stream discussing the topic. 4) Create a custom content e-mail and blast it to your network. 5) Repurpose & Repeat Everything we do here is to be multi-purposed Rules of the Game 1) Attention is the name of the game. 2) Obscurity cost money. 3) Be everywhere! 4) Drive interest and respond! GrantCardone.com http://www.grantcardone.com
Views: 18501 Grant Cardone
Business Marketing Tool for Advertising/Brand Management - Distributed Marketing
 
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http://www.sproutloud.com Marketing Resource Management - Distributed Marketing - SproutLoud's online marketing portal allows for advertising and brand management. This is not just a small business marketing tool as it can be scaled to meet any client's project size and/or budget. http://www.sproutloud.com - http://blog.sproutloud.com - Co-Op Marketing, Marketing Asset Management, Channel Marketing, Co-Op Advertising Platform, Brand Management System,Local Marketing Automation, Local Store Marketing, Corporate Franchise Marketing, Co-Op Funds Management, Ad Builder, Decentralized Marketing Organizations, Brand Compliance If you are looking for brand consistency across different languages and geographic locations then this is the brand management system for you. If you support dealers, retailers, or a sales force, SproutLoud offers an online marketing platform that goes beyond print-on-demand or digital asset management. You are able to choose what you need when you need it with 24/7 access. Follow Us! http://www.Facebook.com/SproutLoud http://Twitter.com/#!/sproutloud
Views: 11321 sproutcms
Defining Reputation Management and Why It's Important
 
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Elliot Schreiber Ph.D., clinical professor of marketing and executive director of LeBow College's Center for Corporate Reputation Management, explains the importance of corporate reputation management in a changing economy and its role in building your company's brand.
Creating A Brand Strategy And Implementing It │ What Is The Missing Link In Building A Brand?
 
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Creating a brand strategy and implementing it should be at the top of your list of priorities as a business leader. The problem is that many people charge straight ahead without stopping to ask, “What is the missing link in building a brand?” Think about it – you’ve probably spent a lot of time, energy, and money designing your branding strategies. You might have invested in focus groups and other research methods. You work on your strategy and develop and shape your brand down to the finest detail. Great! Now what? Creating a brand strategy and implementing it means you have to pay equal attention to both parts of the equation. A brand development strategy that only exists inside the heads of your company executives is useless. How do you actually go about taking your plan from theory to reality? What is the missing link in building a brand? Many great branding and marketing strategies fail because they don’t teach people how to integrate brand management into the front line. Think about it – who are the people in your business that actually deal with customers on a daily basis? Shouldn’t these people know your brand inside and out? Unfortunately, most of the time, they’re not adequately trained on the company’s products and know very little about the corporate beliefs, values, and mission statement. An effective brand strategy isn’t something that begins and ends at the C-suite. It should permeate your entire organization, from top to bottom. Creating a brand strategy and implementing it means teaching and training your front line staff in how to embody your brand. So what is the missing link in building a brand? All too often it’s the actual “implementation” part. What do you need to do to get your message out to your customers? If you’d like some help, subscribe to Mark Sanborn’s channel at https://www.youtube.com/channel/UCu5y2nhhFwzIJL2j3jl6Z5w to watch great videos on marketing and leadership. You might enjoy “Developing Effective Leadership Communication Skills For Managers” at https://youtu.be/GPC5tKlrzN8. Stop by his website, https://marksanborn.com/, too. And if you liked this video, please remember to give it a thumbs up!
Online Brand Management | PanPrestige.com
 
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http://panprestige.com was launched in 2013, and provides useful information, consultancy, ORM (Online Reputation Management) and OBM (Online Brand Management) services. Background Internet is the first, and often the only source that people turn to when looking for information about companies and individuals. It has absolutely changed the way we go about shopping, working, meeting and forming personal and business relationships. What we do? We specialize in creating and improving online reputation, and serve two kinds of clients: ★ Companies and individuals who have been harmed by a negative reputation campaign. ★ Brands who want to build up a long-term reputation by creating a solid internet presence. We believe that every individual and company has the right to control the way they are portrayed on the internet, and that's what we are here to do. Our Services & Products ★ Business Reputation Management. ★ Personal Reputation Management. ★ Premium SEO. ★ Customer Reviews Software. Our Audience Companies and individuals who have fallen victim to negative 'smear' campaigns, causing damage to their online reputation, or brands who want to build up their reputation and become authority sites in their industry. Our target audience is made up of mainly of celebrities, entrepreneurs, businesspeople, CEOs, politicians, doctors and lawyers. Our Advantage We specifically specialize in online reputation management, and create quality content and distribute it continuously over a number of platforms, leading to high visibility and successful brand exposure. When your clients are exposed to our content, its value increases. Your clients like it, and Google likes it too.
Views: 595 PanPrestige
Master in Retail and Brand Management: rispondono i ragazzi della 11ma edizione
 
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Cosa contiene il tuo futuro? Scoprilo ascoltando le impressioni di chi ha vissuto il Master in Retail and Brand Management di GS1 Italy dedicato alle filiere dei beni di consumo, in collaborazione con l'Università di Parma. Segui #thinkoutsidethebox #GS1academy Se vuoi più informazioni sull'offerta formativa del Master visita il sito web www.retail-master.com o scrivi a [email protected]
Views: 916 GS1 Italy
Applied Corporate Brand Management MSc | June 2017
 
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Discover more about studying corporate branding as it aligns to corporate strategy – a multidisciplinary 12 month programme that includes management, marketing and branding with the option of a work placement.
Brand Management
 
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This video explains what is real Brand Management. Brand Management aids to develop a suspect to prospect, prospect to buyer, buyer to customer and customer to advocate. Created by www.BrandManagementGuru.com an initiative of www.SmarkusSolutions.com Brand Management Consultants, Business Development Strategy, Branding, Digital Marketing and Training
Views: 337 Smarkus Solutions
Global Brand Manager
 
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This 2014 Career Connections video features Sara Diniz, a Global Brand Manager for Venus at Procter & Gamble. This video explores World Languages under the theme of International Business / Finance.
Views: 4474 ThinkTVPBS
How To Build Your Brand: 3 Smart Branding Strategies You Can Use Now
 
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How to build your brand: discover 3 brilliant branding strategies the casual-clothes company Marine Layer uses that you should try on for size. This video will show you how to weave personality into your business and sell more without being pushy. C'mon over to http://www.marieforleo.com/2016/05/branding-strategies/ where we answer your follow-up questions after the episode. If you enjoyed this video, subscribe to our channel and get the world’s best inspiration, motivation and advice delivered straight to your inbox at http://www.marieforleo.com. And if you’re interested in more episodes on building a meaningful business, check out our YouTube playlist on that exact topic here: https://www.youtube.com/playlist?list=PLD87A632CFD5449B5. Thanks for watching! FOLLOW ME AT: Facebook: http://www.Facebook.com/marieforleo Twitter: http://www.twitter.com/marieforleo Instagram: http://www.instagram.com/marieforleo My YouTube channel: http://www.youtube.com/marieforleo
Views: 140426 Marie Forleo
Nestle's Maggi in India : The Ban and The Bounce-back
 
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ABSTRACT This case study is meant to introduce the students/participants to the concept of marketing and brand management, along with competitive analysis of a consumer product. This case is presented through a well-known FMCG product i.e. Nestle's Maggi Noodles. It is an interesting study on the unexpected chain of events that made the huge company Nestle stumble, as their famous brand of noodles got into controversy when FSSAI found Monosodium Glutamate and Lead in Maggi. The case revolves around the ban on Maggi and the subsequent response of different consumer groups along with the strategies of competitive firms. It also describes how the parent company Nestle reacted to the ban and the strategies it adopted to regain customer confidence when Maggi was vindicated of all the charges laid on it. PEDAGOGICAL OBJECTIVES ➢ To understand the reaction of the consumers of a product when the product is withdrawn from the market due to safety issues. ➢ To study the strategies adopted by the competitors of the product to promote their respective products in order to increase sales,and penetrate in the vaccum created due to the major player's absence. ➢ To determine the various campaigning and marketing strategies adopted by the company in order to regain customer confidence and maximize sales,once the product is cleared to be put on the shelves again. ➢ To understand the reaction of different customers when the product comes back in the market. CASE POSITIONING AND SETTING This case study can be used in MBA,MBA(Executive), Management Development Programs for delivering the following courses : 1. Marketing Management - To understand the various marketing strategies and the 4Ps,namely, Price,Product,Place,Promotion associated with a consumer product. 2. Consumer Behaviour - To understand the reaction of different consumer groups in various circumstances and setting target groups according to the demand of the product. 3. Advertising and Brand Management - To understand the different channels of promotion keeping in mind the strategies adopted by the competitors,as well as retaining customers by extending the brand image. TEACHING NOTES SYNOPSIS The primary objective of this case study is to comprehend the marketing strategies adopted by firms selling similar products,in this case an FMCG product, and the changing dynamics of trust associated with a product in the present era. This case also throws light on how quickly a product is replaced by its substitutes and how the void is filled. This discussion allows us to understand the reaction of different consumer groups when their trusted product is thrown out of the market, giving us an insight into the mindset of these consumer groups. Each company adopts its own strategy to promote its product, but it should also keep a check on the strategies adopted by its rival firms. This case study also deals with the reaction of these consumer groups when the product makes a come-back, and to see whether it will be able to hold a dominant position in the market,if yes,how long will that take to happen?
Brand manager interview questions
 
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Source: http://interviewquestionsebooks.com/103-interview-questions-and-answers/ and 95 management interview questions and answers The above interview questions and answers/tips are used for manager job interview (includes phone interview, second interview, behavioral interview...). It also be used for assistant manager, senior/junior manager, executive levels.,
Views: 6971 Kaka Emama
Brand Management with Low Investment for Smal Business Owners
 
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Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.
Views: 61 EduINDEX
Luxury brand management  through emotions
 
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Michaela Merk, Associate Professor of Luxury Marketing, Retail and Digital Management at University Paris Dauphine, says prestige brands hoping to successfully adapt to – and even thrive in – today’s digital world need to remember that it all comes down to people. “Growing digitalisation drives, and needs, growing humanisation,” said the author of Luxury Sales Management, Winning over the Strategies of your Brand Ambassadors. This means transforming sales teams, already in traditional bricks and mortar stores, into brand ambassadors. “The luxury customer wants to have an exceptional experience, with exceptional people, with an exceptional brand. It’s not [about] management through money, it’s management through emotions!” she explained.
Role of Brand Manager
 
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This is a video about Brand Manager's role in company for building a reputed brand.
Masterin.it : Master Retail and Brand Management - Università di Parma
 
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Il Prof. Davide Pellegrini - Docente di Marketing dell'Università di Parma presenta il Master GS1 Italy Retail e Brand Management. Grazie alla collaborazione con Adm e con Ibc, GS1 Italy | Indicod-Ecr offre un percorso formativo di eccellenza nel settore dell'Economia e Gestione delle filiere dei beni di consumo. Il master vanta diverse collaborazioni con università internazionali con il quale organizza study tour e docenze. Disponibili borse di studio. Selezioni aperte.
Views: 304 MercuriusVideo
How to Analyse a Category (FMCG)
 
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This is a detailed video that explains the 33 metrics needed to analyse a FMCG category in the short to medium term. The value share of segment +/- vs YA has 3 incorrect numbers within Standard Powders. This is between the 6 and 7 minute mark. For brand B,C and D the numbers are showing -78.9. +3.8 and -16.3. These should read as -1.6, +1.5, -2.7. Apologies for this error.
Views: 12759 FMCG Academy
Branding Equity Management & Strategy Agency, Brand Fever 404-480-5352
 
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Brand Fever http://www.brandfeverinc.com 404-480-5352 Brand Equity Viewed As All Important By Brand Fever Experts Brand Fever, as many business people know, is a top branding agency with a very engaging website. In fact, this highly successful marketing agency really gets one to thinking about brand equity, brand management, brand strategy and why you should be hiring Brand Fever for your business and marketing needs. In addition, a YouTube video features the intriguing methods used by Brand Fever, while also explaining why its methods for creating, planning and managing branding strategies really make good sense in these uncertain economic times. Launching successful brands Another aspect of Brand Fever's commitment to help you launch your brand is linked to modern ways of advertising and various forms of promoting a business both online and in the world of traditional brick and mortar stores. While Brand Fever is not a marketing agency, the professionals who assist you with your business branding are keenly aware of the fact that marketing is simply everything one does to sell something. In turn, the company understands how to apply your brand's message to various successful marketing campaigns that are aimed at spreading your brands unique message. Moreover, the expertise offered at Brand Fever includes numerous professionals who understand the needs of business and corporate clients as well as other agencies and the growing number of non-profit groups. In turn, Brand Fever serves these customers and clients with a branding strategy that has proven results in today's highly competitive world of online business. Brand Fever is catching on now Because a successful branding agency is all about serving the customer and meeting expectations, there is a certain philosophy that sets this Brand Fever apart. For example, there are numerous online testimonials from happy clients who note how the Brand Fever team doesn't just talk the talk, but the produce real results. In fact, the agency has been in business since 1997. Thanks to Brand Fever's bold ideas and visionary talent, it continues to offer customers real breakthroughs when it comes to well executed brands that are evident in all of today's successful media platforms. Also, the agency seems to understand the importance of cultivating action teams that gives it the competitive edge; with fearless leadership driving the agency to get even bigger and better. Also, there is a view in the world of branding products today - that because of the Internet -- businesses need to engage the customer all the time, and not just part of the time. That's why Brand Fever is different. It is bullish when it comes to providing those clever branding and marketing solutions that are based on maximizing the client's brand with a unique strategy that's backed with both creative intelligence and excellence. Brand value is a proven process While it is one thing to ask a business owner to turn his or her brand on to witness its success, it is another to encounter a business that is unsure of its brand and place in the business world. That's where Brand Fever can help. For example, the agency offers these views on branding today: - Businesses need to build brand value and distinction every step of the way - Businesses need to create new marketing channels - Businesses need to create engaging experiences for customers both online and off line In general, Brand Fever is can accommodate all of these business needs because that is why they are in business. Overall, the goal for Brand Fever is to help you build the highest quality brand value by pushing the boundaries of the Internet and other marketing channels to earn more money and greater customer loyalty for your brand each and every day. For more information about brand equity, brand management and brand strategy call 404-480-5352.
Views: 2787 Brand Fever
Master in Retail and Brand Management: rispondono i ragazzi della 12ma edizione
 
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Cosa contiene il tuo futuro? Scoprilo ascoltando le impressioni di chi ha vissuto il Master in Retail and Brand Management di GS1 Italy dedicato alle filiere dei beni di consumo, in collaborazione con l'Università di Parma. Segui #GS1academy Se vuoi più informazioni sull'offerta formativa del Master visita il sito web www.retail-master.com o scrivi a [email protected]
Views: 666 GS1 Italy
4- What is brand equity and how is it created?
 
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by Prof. Sameer Mathur
Views: 114 MBASkills.IN
EN - Rennes School of Business - MSc in International Luxury and Brand Management
 
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Find the REPLAY & THE ANALYSIS by Campus-Channel for this program here: http://www.campus-channel.com/en/rennes-school-of-business-msc-in-international-luxury-and-brand-management.html QUESTIONS: 00:18 The Pitch 01:38 The curriculum seems very broad. Is there a special focus on any one particular function, like marketing or brand development? 03:18 What’s the perfect profile to attend the luxury and brand management master’s? 05:18 What kinds of jobs can we get after finishing the luxury management degree? 07:23 What makes your luxury management program unique when there are several options for similar degrees at other schools? 09:02 Rennes seems disconnected from major business centers where luxury brands would be based. How connected is the school to these companies? 10:38 Is it possible to work while enrolled in this program? 11:34 Is this program compatible with wanting to pursue a career in cosmetics? 13:38 How much is tuition for this program? I couldn’t find it on your website. 15:01 What is the “graduating project”? There’s very little detailed information on the website about any of the program. 17:02 What’s the purpose of the interview for admission? What can we expect? 18:55 Are the language courses obligatory? 19:34 Conclusion
Views: 2013 Campus-Channel
CareerTV.it: Master in Retail e Brand Management -Università degli Studi di Parma
 
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Davide Pellegrini, Direttore del corso, racconta le novità della nuova edizione. Dopo 10 edizioni di successo, il Master in Retail e Brand Management da vita a un nuovo indirizzo dedicato alla filiera dei beni di consumo, il Master GS1 Italy - Indicod- ECR. Grande presenza delle aziende sia nella selezione degli allievi, nella didattica, che nella fase finale di project work e stage. Percentuali di placement tra l'85% e il 90 %.
Views: 412 MercuriusVideo
Philip Kotler on the importance of brand equity
 
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What is the difference between brand equity and brand valuation? Why is it that CEOs should focus on the movement of their brand equity? How reputation relates to brand - and what the factors are that build your reputation as a company You can't compensate for poor products! Learn what the 6 handles are for managing your brand.
Views: 28541 LeadersIn
Gillette Advertising Case Study: Best Tactics to Brand a Product Line
 
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http://602communications.com. Companies with large and varied product lines face a particularly tough marketing focus challenge. With so many different products, how can they unify their brand message and convey a single clear point? In this three-minute emotional marketing lesson video, Graeme Newell tells the marketing case study of Gillette, and shows how they used emotional marketing to unify their entire advertising message. See how a great product brands use marketing focus to get rid of the advertising chatter and create a transcendent brand identity. Transcription text of the 3-Minute Emotional Marketing Lesson Video "Gillette Advertising Case Study: Best Tactics to Brand a Product Line" by Graeme Newell, emotional marketing researcher, emotional marketing speaker, customer loyalty researcher, and consultant at 602 Communications. Companies with large and varied product lines face a particularly tough marketing focus challenge. With so many different products, how can they unify their brand message and convey a single clear point? In this three-minute emotional marketing lesson video, Graeme Newell tells the marketing case study of Gillette, and shows how they used emotional marketing to unify their entire advertising message. See how a great product brands use marketing focus to get rid of the advertising chatter and create a transcendent brand identity. The Gillette advertising machine is a complex and multi-headed beast. The offer product brands ranging from razors to body wash, and everything in between. With that many different product brands, one might think it would be near impossible to keep marketing focus on how to brand a product properly -- but Gillette has done it, and done it very well. Today, a marketing case study on the Gillette advertising strategy, and how they manage to keep marketing focus steady with a wide range of product brands. Gillette Advertising There's no doubt about Gillette's advertising credentials, they brand a product very well, and have been doing so for a long time. At this current phase of their product brands, Gillette's best bet is not to recruit new buyers for their razors, but rather to set their marketing focus on getting current users to buy more blades. They brand a product by actually informing their users about why it's a better idea to throw out their old blades faster and buy new ones, not throwing some fancy advertising pitch at them. Another way to expand usage of their product brands is to get men to shave other parts of their bodies. This requires a marketing focus on teaching men how to do it. So in the end, with all of this teaching, how does Gillette advertising brand a product effectively? They do it by setting their marketing focus on the emotion that drives their customers, not the product itself. Brand a Product with a Passion Gillette advertising stays focused by not bothering with the actual physical properties of their product brands, but rather what they stand for. Gillette stands for confidence. When men shave in the morning with a Gillette razor, they're not just grooming -- they're preparing for success. If you're looking to brand a product across different groups, this is the best marketing focus to take. How Gillette Advertising can Brand a Product for All Men For this marketing case study we watched hours upon hours of how Gillette advertising brands a product, and we've come upon the secret. When they go about branding a product, they do so by showing sexy and powerful men engaging in the ritual of shaving. This invokes a powerful response -- it builds an association between the power and sex-appeal of the men in the ad with the ritual of shaving. To brand a product this way is to create ascendant product brands -- product brands that rise above their base function and fulfil something deeper. The greatest conclusion we reached in this marketing case study was that to brand a product upon a transcendent feeling or emotion was to create a truly powerful product brand. So to recap, in this marketing case study we found that: • Gillette advertising is a massive undertaking. They have varied product brands throughout their central function of grooming that includes razors, shaving cream, deodorant, body wash, and more. • To brand a product in such a varied product grouping, Gillette advertising sets its marketing focus not on the product features, but the driving emotions that power its product brands. • Gillette advertising takes the ritual of grooming and turns it into unbridled success' opening act.
Views: 21140 Graeme Newell

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