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Brand Implementation
In marketing, brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal media. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise. Brand implementation encompasses facets of architecture, product design, industrial design, quantity surveying, engineering, procurement, project management and retail design. Brand implementation is an integrated part of a branding cycle and needs to be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the brand's image in all business units, communication channels and media. This refers to marketing and branding as a unified whole. In that respect, brand implementation is a continuous process, which requires controlling the brand's image and presence despite changes in markets and company structure. Background Brand implementation emerged as a discipl ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Servic ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Retail Design
Retail design is a creative and commercial discipline that combines several different areas of expertise together in the design and construction of retail space. Retail design is primarily a specialized practice of architecture and interior design, however it also incorporates elements of industrial design, graphic design, ergonomics, and advertising. Retail design is a very specialized discipline due to the heavy demands placed on retail space. Because the primary purpose of retail space is to stock and sell product to consumers, the spaces must be designed in a way that promotes an enjoyable and hassle-free shopping experience for the consumer. For example, research shows that male and female shoppers who were accidentally touched from behind by other shoppers left a store earlier than people who had not been touched and evaluated brands more negatively. The space must be specially-tailored to the kind of product being sold in that space; for example, a bookstore requires many l ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Integrated Marketing Communications
Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion. MC are made up of the marketing mix which is made up of the 4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of 7P's: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business. Overview Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions. The process allows the public to know or understand a ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Employer Branding
Employer brand is branding and marketing the entirety of the employment experience. It describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers.Barrow, S. and Mosley, R. ''The Employer Brand, Bringing the Best of Brand Management to People at Work'', John Wiley & Sons, Chichester.Mosley, R. (2015) Harvard Business Review. The term was first used in the early 1990s, and has since become widely adopted by the global management community.Minchington, B (2010) Employer Brand Leadership – A Global Perspective, Collective Learning Australia. Minchington describes employer brand as "the image of your organization as a 'great place to work' in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Branded Asset Management
Branded asset management refers to the implementation of brand modifications and life-cycle management of branded assets. These branded assets include media, products and other items which feature an organisation or other brand. Background Branding emerged as a top management priority around the 2000’s due to the growing realization that a brand is one of the most valuable assets that a firm can have. A brand is more than just a name on a stationery, clothes, plant, or equipment.Clifton, R., and Simmons, J. (2003) "Brands and branding", The Economist. It carries meaning to all stakeholders and represents a set of values, promises and even a personality of its own.Clifton, R., and Maughan, E. (2000) "Twenty five visions: the future of brands", New York University press. Most companies with the biggest increases in brand value operate as single brands all over the world. The goal of many corporations today is to create consistency and impact, both of which are a lot easier to ma ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Orientation
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain. Definitions 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 competitio ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Loyalty
In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchasing the brand's products and/or services repeatedly, regardless of deficiencies, a competitor's actions, or changes in the environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering, rather than from other suppliers. Loyalty implies dedication and should not be confused with habit with its less-than-emotional engagement and commitment. Businesses whose financial and ethical values (for example, ESG responsibilities) rest in large part on their brand loyalty are said to use the loyalty business model. Marketing Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or continue to use the brand. Consumers can demonstrate brand loyalty by repeatedly buying a product, service, or by ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Engagement
Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. It comprises one aspect of brand management. Brand engagement will impact brand attachment and has a positive influence on customer purchase intentions. Brands can form these attachments through different strategies that will promote their brand and overall customer satisfaction. External Brand engagement between a brand and its consumers/potential consumers is a key objective of a brand marketing effort. In general, the ways a brand connects to its consumer is via a range of "touchpoints"—that is, a sequence or list of potential ways the brand makes contact with the individual. Examples include retail environments, advertising, word of mouth, online, and the product itself. The Marketing function is usually best positioned to orchestrate the organization-wide customer engagement strategy and they must be empowered to address touch points outside of their control. Im ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Community
A brand community is a concept in marketing and consumer research which postulates that human beings form communities on the basis of attachment to a brand or marque. A brand community refers to structured social relationships in which participants share admiration and connection of a brand that they experience through shared rituals, traditions and a sense of responsibility towards other members. The term often refers to the intersection between brand, individual identity and culture. Origin The term "brand community" was first presented by Albert Muniz Jr. and Thomas C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual Conference in Minneapolis, MN. In a 2001 article titled " Brand Community", they defined the concept as "a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand." This 2001 paper recently has been acknowledged by Thomson Scientific & Healthcare to be one of the most cited p ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Architecture
In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can include using brand-valuation model techniques. One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Branding Agency
A branding agency is a firm that specializes in creating and launching Brand, brands and rebranding, rebranding. The role of a branding agency is to create, plan, measure, and manage branding strategies for clients, including support in advertising and other forms of Promotion (marketing), promotion. Branding is the process of developing a company's brand, including name, identity system, brand architecture, and messaging platform. These aspects will lead to the development of a "brand message", applied to marketing campaigns. A brand represents a promise to the customer, reflecting the expectations they can have from the products and services offered, as well as the offering difference amongst the competitors. A branding agency allows organizations to gain a competitive advantage, to define a coherent brand communication strategy, and to reach the target market and expand it. Branding agencies vs advertising agencies Although branding agencies and Advertising agency, advertisi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain. Definitions 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 competiti ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
