Uncover the intricacies of brand building and explore the factors that contribute to a brand's success with this thought-provoking lecture deck. Dive into the distinctions between brand image and brand identity, gaining insights into how these elements shape consumer perceptions and brand positioning.
The deck delves into the essentials of building customer-based brand equity, highlighting the key components required to foster a strong and loyal customer base. Discover the strategies and tactics that brands can employ to create valuable and memorable experiences for their customers, forging lasting connections and enhancing brand loyalty.
Furthermore, the deck defines brand elements, showcasing their significance in conveying brand messages and differentiating a brand from its competitors. It highlights the need for a fresh approach in tackling brand elements, exploring innovative ways to captivate and engage target audiences.
In an ever-evolving marketing landscape, the deck analyzes the changes in brand marketing beyond owned channels. It explores the role of ambassadors, content creators, and affiliate marketing in amplifying a brand's reach, influence, and credibility. Uncover the power of these strategies in driving brand awareness and fostering authentic connections with consumers.
By the end of this deck, you will possess a comprehensive understanding of the nuances of brand building, from brand image to customer-based brand equity. Whether you are a brand manager, marketer, or business owner, this deck will equip you with the knowledge and strategies needed to elevate your brand's status and create meaningful experiences for your target audience. Download now and embark on a transformative journey to unlock the full potential of your brand.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Editor's Notes
I should have received the group list!
As you should notice, the first lecture was applying theories and concept, the second lecture was identifying the good and the bad, so now we know the basis of how we should apply and assess existing branding theories, this lecture is all about thinking more deeply about the issues and ask the right questions.
The whole concept of having a brand is to achieve these things
The whole concept of having a brand is to achieve these things
The experience of the brand is everything
Brand are now collectively defined by people, not by marketers anymore
In 1998, Gap won several awards for its "Khakis Swing" commercial, and became known for its use of celebrities and whimsy themes.
By adding satisfy needs and wants on top of brand values to drive relevance, they resulted in the ability to keep up with the changing times and acquired much younger consumers, keeping the brand alive.
Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s.
He developed not only a new product but also a unique marketing concept and launched Red Bull Energy Drink in Austria on April 1, 1987.
Under athletes, they cover bike, skate, and surf.
But how are these not just mere endorsements?
It makes total sense for it to not make sense for a lot of us.
What is important is that it make more than just sense, but it was very influential and relatable to those in their specific niche. This was the change they stirred up for marketing.
This following example is even more interesting, because it’s not just leveraging one subculture, but a collection of them, which not only promotes a certain culture, but also inspires those with emotions that anyone would have experienced. Most importantly, Honda didn’t actually create this end product. They only helped out.
The Super Cub Anime
The anime is based on a series of light novels and manga volumes that first started in 2017, and the Honda company assisted Studio KAI, the company behind the Super Cub anime, in getting all the bike details right.
Customer service
Transferability is how well the brand equity exercise itself across different markets or categories. For example, the name “Amazon” does appear out of place when they sell both pots and pans and books. But a name like “Books “R” Us” would sound very weird if it sold both.
Glossier’s success is credited to the 5Cs, consumers, content, conversations, co-creation, community.
But like mentioned, when a successful brand nowadays is not defined by the company, and shouldn’t create experiences just by themselves, how does this affect brand elements?
Whilst the brand, category, and point of difference can be quite straightforward to spot out, how should a brand figure out the rest?
It’s a branded house within a house of brands (LVMH)
Ambassador, content creator, and owner
Fans and celebrities can be a Savage x Fenty Ambassador
These content creators might be seeded the products, or they might have bought the products themselves and created content on it to “join in on the hype”
And more than often, you will find coupon codes embedded or mentioned in the content of these content creators
This way, the problem with consistency and timeliness isn’t your burden, it will be carried out by your ambassadors and content creators instead.
