A brand is a name that is given to a product or service so that it will have an identity to itself. Brands are usually different from products. Brands are basically related to what the customers buy whereas products are related to what the companies make. A brand is considered as an accumulation of functional and emotional associations. Brand gives an assurance that the … [Read more...] about What is Brand extension?
Brand equity is the holy grail in the subject of branding. The ultimate objective of a branding team is to increase the brand equity of an organization. This can be done in various ways, but one of the ways is to use the Keller’s Brand equity model or CBBE model of Keller. We recently wrote an article on managing brand equity which was much appreciated by our readers. We have … [Read more...] about Keller’s Brand equity Model – CBBE Model by Keller
Brand equity management is a challenging topic indeed. Once a company gets started and gains some brand equity, then maintaining the brand equity and the brand valuation is important for the company, whether it be a large enterprise or a small business. Most small businesses can take lessons on managing brand equity from the huge corporates out there. This is why the article … [Read more...] about 15 tips on Managing Brand Equity
We are well aware of the popular marketing phenomenon known as product bundling. In product bundling, products from within one brand are bundled together to promote both the products to the customer. So a new soap might be bundled with an old shampoo, which together builds the popularity for both - Soap and Shampoo. Co branding is a similar exercise where instead of using … [Read more...] about Co branding – Definition, Uses and Examples
Brand awareness is actually making the consumer acquainted about a particular brand or product. The availability and existence of a specific brand in the minds of people is very important as we live in a world where people have a tendency to lean towards branded products. It has become vital that most people have at least heard about the brand and recognize it as it can prove … [Read more...] about Brand awareness and its importance to Branding
What is Brand Architecture? Brand Architecture is an important part of any company and can be referred to as a building plan. The main factor that helps in making a strong and durable brand is its brand architecture. … [Read more...] about What is Brand architecture and what are its advantages?
Brand is associated with intangible benefits and experiences that the customer attains by using a product or a service. Brand should not be confused with the trademark, logo or the name of the company. It is actually a collection of thoughts and feelings about the experiences when getting in touch with the product or service. As the perception of intangibles is in the eye of … [Read more...] about Brand Essence – 9 ways to have a strong brand essence
Brand identity is the true reflection that an organization portrays to its customers. Brand identity is a reflection of the promise, from the company to its customers, assuring them of true value. It's how customer look at the brand and how to identify the brand. It helps in distinguishing the aspects and characteristics of one company from the other. It is in fact a bridge … [Read more...] about Understanding brand identity and its impact on an organization
Why do people still travel to visit famous places when they can easily use apps like Google Earth to virtually "fly" there in seconds for free? Why travel to see the pyramids in Egypt or the wildlife in Yellowstone when there are plenty of online videos and pictures? Travelers get to take a few photos and return with memories, but again, they could get similar pictures and … [Read more...] about Using Event Marketing To Build Brand Equity
Why brands fail is a question asked by Top management as well as the overall organization when a brand fails. During the process, no one notices the failure of the brand. It is only after the company has given up that they realize where the Brand had failed. To understand why brands fail, let us have a look at the past of branding. There were times when the Products ruled and … [Read more...] about Why brands fail – Reason for brand failures
When branding became a popular concept, marketers started analysing how to build better brands. Jennifer Aaker is a popular marketer from Stanford who suggested the concept of five traits of brand personality. Brands began having personalities when people started getting attached to them. Hence, Pepsi can be called as a "young personality". Harley davidson can be called as … [Read more...] about Five traits of Brand personalities – Brand personality traits
What is Individual marketing? Marketing is an essential activity without which any brand cannot survive during these competitive times. There are various methods of marketing a brand or its products. But one type of marketing which is rising in importance is individual marketing. Individual marketing is a promotional tool for separate entities. To best explain marketing for … [Read more...] about Individual marketing and its impact in today’s business environment
There are numerous reasons why brands fail. Sometimes it is because the market they are associated with has become obsolete. Other times it is as a result of extending into an unsuitable product category. In some, dramatic cases it is the result of a high-profile scandal which causes the public to boycott the brand. Often though, the reason for failure is more straightforward. … [Read more...] about Idea Failures
As well as the McLibel Trial, McDonald's has also experienced a number of more conventional marketing problems in recent years. Most of these problems have been new products that have failed to inspire consumers. McLean Deluxe (an attempt to cater for the health-conscious customer) and McSoup are two obvious examples, but it was with the Arch Deluxe burger that McDonald's … [Read more...] about Brand Failure – McDonald’s Arch Deluxe
Think of a brand success story, and you may well think of Coca-Cola. Indeed, with nearly 1 billion Coca-Cola drinks sold every single day, it is the world's most recognized brand. Yet in 1985 the Coca-Cola Company decided to terminate its most popular soft drink and replace it with a formula it would market as New Coke. New coke was a Coca cola brand failure story. To … [Read more...] about Coca Cola Brand Failure