Define branding strategy in marketing,hosting video streaming indonesia winamp,digital video titling software,make your own stick figure movie game - How to DIY

This is a guest post by Matt Powers, if you want to guest post on this blog, please contact us.
For entrepreneurs, startups and small businesses without a large team of marketing professionals to establish what is and is NOT good for a company, establishing a brand can be a difficult task. First things first, you have to develop a plan of attack before employing any other strategies.
Zappos is known for being a fun company, with great employee culture and customer service; and that branding truly comes across in all their marketing and advertising.
Embracing social media is becoming bigger and more important, especially for online businesses. Google+ and Facebook have just given a facelift to the layouts of their brand pages to make them more attractive to businesses. Great, you’ve taken all the appropriate steps and implemented all the key factors into your brand strategy.
Matt Powers is an Internet Marketer at Blue Soda Promo, an online promotional products company. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Branding consult understand define strategy develop execute style design 6 powerpoint presentation templates. The word “brand” is revealed from the Old Norse word “brandr” which means to burn as brands were and still are the means by which livestock owners mark their animals to identify ownership said Keller (2003).Building and maintaining a brand is the critical task for marketing managers as they need to consider lots of aspects to make the brand successful they added. Kelly (2008) defined brand as “a name, term, design, symbol or any other features that identifies one seller’s good or service as distinct from those of other seller”.
Capon & Hulbert (2001) defined brand as “they are distinguishing names and symbols, such as logos, trademarks, package designs and spokespersons”.
In terms above definition, a brand is a name, logo or sign given to the product which differentiates one product from another.
Some of this brand tells their name and some of them don’t but still they can be easily recognised because they are well known signs or names. Brassington & Pettitt (2006) defined branding as a means of linking items within a product line or emphasising the individuality of product items. Jobber and Fahy (2006),“branding is the process by which companies distinguish their product offerings from the competition”. Branding is very important for a company to distinct its products and services from others.
It reduces risk in purchasing because consumer knows the quality, features and other benefits of products without using it. It gives opportunity to the company for line extension through building on the consumer’s perception of the values and character represented by the brand name.
It helps owners to create consumer loyalty as it gives value to the consumers what they pay for. Jobber & Fahy (2006) said that strong brands can enhance the financial value of companies.
Solid brand name increases company’s value because it differentiates the products or services from competitors. It’s very hard to have customer loyalty in such competitive market where everyone is trying to lock in customers by giving loyalty cards.  When consumers get satisfied with products or services what they pay for, they become brand loyal and stick to the same brand. Moore & Pareek (2010) said that Positioning is a distinction between products or brands. Positioning means how companies want their products or services to be perceived in the market. According to Jobber and Fahy (2006), the anatomy of brand positioning is following (in Figure-2). Kellogg’s (breakfast Cereal Company) brand positioning has been made as an example based on The Times 100’s case study (class hand out). Brand reflection means what are the benefits consumers expect from the brand prior to buying the products.  For example, consumer may perceive Kellogg’s products as nutritious, healthy, energetic etc.
It’s very important to select the right brand name for the right product because a good name can add quality to a product success (Kotler, Armstrong, Saunders& Wong (2001). There are some levels of branding which needs to be considered when companies name their products.
The individual brand name doesn’t identify a brand with a particular company (Jobber & Fahy 2006). In terms of Kotler, Armstrong, Saunders & Wong (2001), four brand strategies can be used to develop a brand.
Line extensions are done through adding new features, flavours, colours, size, packaging etc with company’s existing products.
Kotler, Armstrong, Saunders & Wong (2001) defined Multi brand strategy as “a strategy under which a seller develops two or more brands in the same product category”. This strategy means creating a complete new product and new brand (see Figure-3) whether multi brand stays with existing product but establishes new brand. To establish a new brand company needs long time to understand the market (such as people’s willingness, needs or wants), analyse the competitors etc. Some time brands become generic name for example, Hoover, Aspirin and Filofax etc which doesn’t make any sense for the company. Company needs to establish strong identity and values so that it cannot be copied by competitors.
Kotler, Armstrong, Saunders & Wong (2001) defined competitive advantage as“ an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices”.


This building block of competitive advantage refers to features, reliability and performance of the brand. Creating sustainable competitive advantage is not such easy because there are more imitators in the market than innovator. To begin, let’s clarify the steps in PART A of the business branding process so that you can develop a business branding strategy that is best for your business. With a well defined brand and clear values you can start to communicate and engage with current and potential clients, without it you just have a campaign. If the longevity and success of your business are important to you, then you will do what you must to ensure that your business has a well-defined brand.
When people think about our business, what feelings and associations do we want them to have?
Knowing YOUR branding objective will help you to more clearly define your business branding strategy. It is as much (maybe more!) about your customers and the lifestyle that you are creating for them as it is about you, and it takes strategic consideration of what’s already being offered in your industry. Pick one social media network that you think you can win at and focus 90% of your energy there. When you talk to us, we'll encourage you to appreciate and recognise the full potential of your brand.
It’s not just the Golden Arches of McDonalds, the Nike Swoosh, or Apple’s the half-eaten piece of fruit. There are some key brand strategies you should implement when developing a brand for your company. When defining your brand and what you want to emphasize, stay in line with who you really are.
Large cover art photos, more descriptive histories, improved picture galleries and more customization gives companies an excellent opportunity to better show off their brands. Old Spice does a great job embracing their brand on twitter taking on the personality of their new spokesperson Terry Crews. That’s all well and good, but doesn’t necessarily equal success…at least not immediately. Ask questions, poll your customers, clients, vendors and employees to see if they have the same impressions.
BSP imprints logos on items like custom tote bags, polo shirts, koozies, sunglasses and stress balls at ridiculously low prices. Select the shape to change the color and Right click the object( click any object which you want to change color)2.
A strong brand name is the tool to dominate the market and to have sustainable competitive advantage which is vital for any business growth. Brands are like people they have personalities, image, positioning, values, attributes etc.
For example, a G Star Jeans is easily distinguishable from H&M, Next or Zara’s Jeans because G Star puts their sign or name (96, G Star) on the pocket.
For example, Next plc, Armani, Lactose, Harrods etc charges premium price because they have strong brand name. For example, Apple has been able to set bars over its competitors Nokia, Samsung, Motorola etc by its innovative technology and brand strength. These distinctions can be drawn by highlighting differences in quality, price, performance and other things relevant to the customers they added. For example, Kellogg’s packaging provides the space for nutritional information and promotional offers.
According to a research analysis of (IIPM) Kellogg’s gives fun loving personality especially to the kids because their Choco’s brand relates to the kids. For example, Mercedes (a prestigious & expensive car), Asda (cheap price shopping chain), Next plc (high quality fashion shop) etc. For example, Apple is known as a luxurious, innovative good quality high technological brand (Fortune 2011).
Most companies go through this strategy because when they promote similar products under the different brand name they can fill up the price and quality gaps of the target market (KASW 2001).
For example, Toyota created a separate family name “Lexus” (luxury executive car) in order to distinct its identity.
For example, nearly 40% of all new products fail, but for new brands the failure rate is even higher which is up to 80-90% (Solomon, Marshall, Stuart 2008). A brand can create sustainable competitive advantage by it outperforming over its competitors.
For example, According to feature and quality, Apple’s iPad’s nearest competitor is Motorola Xoom which is ?499.99 (in pc world) and another substitute is Samsung galaxy tab which has been introduced recently at higher price (Wortham 2011). For example, Apple’s performance in tablet market is very good as they provide high quality of products. For example, Asda store marketed out that most of the Asian people shop at Asian groceries basically for halal(permitted by Islamic dietary law) meat, fish and spices that’s why some of the Asda store has started selling those items at cheaper price than local Asian cash and carries. Knowing your brand, your objectives, and your target will help you narrow down how many and which media would be best for branding your business.
It will encapsulate everything you are, everything you offer, everybody you touch, and everything you can be. For example, if Next plc displays a suit of Primark by putting their own logo on it, consumers would expect high quality, expensive, fashionable etc from that suit because of brand belief. As a result, the acquisition gave Nestle access to Rowntree’s stable of brands including Kit Kat, Quality Street they added.


It clearly shows that Tesco has been able to create the customer loyalty with their strong brand name.
When Apple launched ipad2, Britain’s most popular magazine Fortune said that Apple is the world’s most admired company and the company’s blistering pace of new product releases has continued to set the bar high for tech companies across the board (Fortune 2011). They cover North America, south & Central America, Asia pacific, Europe, Africa and Middle East. In 2000, they differentiated their product range by launching a bright colourful corporate image for all its cereal brands through extensive market research and communication with consumers. Some brands such as Schwarzkopf (FMCG), Budweiser (lager) these are quite tough to pronounce.
This is probably the best branding architecture because none of them brand have impacts (if it goes denied) over the other brand as they carry separate name. The benefit of this architecture is one product’s good will promotes all of the brand carrying family name. For example, M&S extended their brand by introducing two ranges of products (in 2001) such as “Per Una” for women and “Autograph” for men (Anon 2004).
In comparison, Apple’s ipad (or ipad2) is only ?305 which is much cheaper than substitutes.
They got ranked #1 in innovation by Fortune magazine (Fortune 2011).They shake world’s telecommunication market every year by innovating unique product which gets accepted globally and hit the substitute products.
As a result, people who go to Asian groceries for halal meat, they are moving to Asda stores as Asda is expected to give better quality and obviously the cheaper price which gives them to have the full competitive advantage over those local cash and carries.
A brand itself is a competitive advantage as it attracts customers and creates customer’s loyalty.
And if you inspire that ONE person and enough numbers of that ONE person, then you will dominate that niche.
Maybe you run an online blog and you are looking for reads and subscriptions to increase advertising on the site.
Find where you rank and which companies you should consider to be your closest competitors. This doesn’t mean you have to go back to the drawing board if you don’t see the results you desired.
Choose “Fill” in the Format Shape box then “Solid” or “Gradient” depending on the appearance of the object. On the other hand, if Primark does the same thing as Next, they would have to sell at much cheaper price than its original price because of brand differentiation and brand value. It has been so easy for Apple to be the world’s most admired company for its great innovations and established brand. For example, Kellogg’s products (breakfast cereals such as corn flakes, porridge etc) are positioned in the market to highlight the quality of the goods and to build on the emotional attachments (The Times 100). Their dedicated sales team built up the successful brand by giving millions of samples packets of corn flakes and rice Krispies throughout the door. The disadvantage of this architecture is the reputation or goodwill of brand doesn’t get added automatically with its house of brand as they carry separate names. On the other hand, if one brand gets failed or denied, it affects the overall reputation of the family brand. It gives them opportunity to have economies of scale and customer loyalty as they give good quality at cheaper price than corporate or individual brand. Apple’s ipad2, Smirnoff apple, Smirnoff ice, Pepsi max, Lucozade sport are examples of brand extensions.
For example, Lever’s line of laundry detergents are- Persil, Surf, Radion etc are multi brands with the corporate name hardly featured (KASW 2001).
This results Apple to get competitive advantage over its competitor because no one can beat them on price for tablet computer.
Apple has got over 65,000 apps for its ipad (revealed from Apple’s website) whether Motorola Xoom got only 20 apps (Spirrison 2011).
A company should establish its brand because it is vital for company’s business growth and for company’s long run sustainability. Others may be looking to sell their services like landscaping, computer repair or construction. The answer will become clearer over time, but you should have a good idea of what type of people you are looking to reach. Small subtle changes may be all it takes to make the right impression and finally see an increase in conversions.
Apple differentiated their smart phones (iphone) in the market a gaming device beside the phone. As a result, there are currently 29 products in Kellogg’s family and they have been placed # 35 in the “Best Global Brand 2010” by Interbrand (The Times 100).
This strategy has some risks as well such as, a company might be denied due to miscommunication with targeted consumers and poor management. Another example, BMW creates competitive advantage by highlighting product attributes (KASW 2001).



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