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BRAND BUILDING 1 Brand Building Name of the Student Name of the University BRAND BUILDING 2 Part I: Primary Research and Text Application I have found one consumer who was extremely loyal to a brand-name product and he was also my friend. I probed him to getting the information that why brand product existed and how the individual feels about competitive brands. I have interviewed my friend with the above questions and for that he answered me those are given below. He answered that the brand loyalty was the one where human beings buy service and products from the same manufacturer continuously rather than from other sellers and suppliers. The existence of brand loyalty was the necessary one in order to enhancing the business effectively. The brand loyalty existed in order to increasing the life time value of customers. A brand loyal customer stayed with the business for many years that improved the bottom-line and customer acquisition cost. The cost of obtaining the customer was the expensive based upon the market those customers stayed loyal to the brand payment for themselves after additional sales. By the existence of brand loyalty the customers will become buzz agents. Building the brand equity and positioning was the based upon the brand loyalty. According to the brand equity and positioning, the brand increased the overall sales per customers and discovered the powerful marketing research. By the help of brand loyalty the customers will propel the business into new level in order to growing the overall sales per customers. In this case, the business will get benefit greatly from the customers that were brand loyalty in their marketing research. Hence the brand loyalty existed in order to making these advantages to business (Cally Philips, 2007). BRAND BUILDING 3 He also provided the details about that how the customers feel about the competitive brand of an organization. According to individuals, the competitive brand was the strategy that defined the establishment and maintenance of competitive advantage and the competitive brand also created the value for the customers. It also operated the business strategy and operating plan in order to making business successfully. Individuals feel that the competitive brand was the competitive advantage to an organization and this was the most important value in overlooking sources. According to brand equity and positioning, the competitive brands were the valuable one and because the customers to be inclined for purchasing the product rather than from other suppliers. The competitive brands can understand the key values in the mind of customers, know how to out the values of the customers into the product or service and associate the brand with the product value. The competitive brand affected the four factors those were operation skills, management, cost structure and purchasing skills. According to individual, the competitive brands contributed more to the enhancement of business. The organizations can’t control the feeling of individuals about competitive brand and but companies influenced certainly the feelings of an individual by making proper communication about qualities in making the brand special. These details I have when making interview with my friend about brand building. BRAND BUILDING 4 References Cally Philips.(2011). Brand Loyalty. HoAm Presst Publications of Data. ISBN 095-6683-894. BRAND BUILDING 5 Part II: Secondary research in the data bases I. The brand identified the marketing segments and targets by making several processes in an organization. The brand was segmenting the size and growth of the product and segmenting the structural analysis. This process included the competition within the segment, potential substitute products and relation of power of buyers and suppliers. The brand evaluated the objectives and resource in order to identifying the marketing segments and targets. The brans also considered some criteria in order to identifying the marketing segments. The criteria included potential for return on investment and increased profit, needs of potential buyers within the segment, feasibility of marketing action in order to reaching the segments and cost of assigning potential buyers to marketing segments. The brand utilized the positioning analysis in order to identifying the marketing targets and this identification was the good one for making success to an organization. Conveying the brand benefits was the one that can easily understand the strength of brand marketing segments and targets. II. The brand must develop the brand equity over time in order to impact the customer’s mind. If the brand had brand equity than the future of brand then the organization will be in danger hence it must be necessary the brand to have a positive consumer brand equity. The brand developed the brand equity developed the brand by the utilization of logos, packaging and symbol in terms of service, quality and etc. This planning developed the brand equity over time with the external standards and the value of brand equity will be improved. The brand also builds the solid brand image (David A. Aakar, 2009). BRAND BUILDING 6 The brand developed the brand equity by means of targeting the audience that decided the marketing materials within a group. The brand gets the attention of customers in order to creating the public awareness about the brand equity and by that it can possible to make the great impression of brand equity on people. The reinforcement of brand image within the organization was also the process in order to developing the brand equity over time by brand and this action emphasizing the value of brand equity to corporate newsletters. III. The brand positioning in the marketing was the effective one in order to buying the product brand in preference to others. The brand positioning in the market was to ensure that all brand activity was guided, directed by the benefits of brand in order to buying the quality product brand. In marketing, the brand positioning had the effective place in creating the brand offer and to creating the proper brand image. The positioning of brand directed the marketing strategy with the brand details and uniqueness of brand. Moreover, the brand positioning in the marketing involved identifying and determining the right brand and provided the key factors to the marketing strategy. In marketing, the brand positioning was the foundation for developing and increasing the required perception and knowledge of customers. The brand positioning was presented in marketing with some factors those were brand attributes, consumer expectations, competitor attributes, and price as well as consumer perceptions. BRAND BUILDING 7 References David A. Aakar.(2009). Managing Brand Equity. Library of Congress Publications of Data.ISBN 0-02-900101-3.