A brand is a name, term, design, symbol or any other feature that identifies one seller’s product offering as distinct from those of other sellers.
The objective of brand marketing is to create certain attitudes towards the product or service in the minds of consumers, such as:
awareness of the existence of the brand;
recognition of the brand;
persuasion to try the brand - make a purchase;
retention or loyalty to the brand - making repeated purchases in the future.
The digital world poses many new challenges to the successful marketing of brands – especially with the advent of social media – which we now devote an entire section of the knowledge centre to.
In this section we concentrate on the marketing of brands across the board.
Maintain Your Brand Strength Is A Shrinking Economy When the economy tightens and marketing budgets shrink, the very first thing to do would be to ensure that marketing spend becomes a lot more efficient.
Marketers need to make sure that the consumer is literally keeping an eye on the ball. And they can now do that by using eye-tracking.
The Day Of The Clones… “Seeking best practice, benchmarking and best in class sound important. But they all mean that you’re copying your competitors. And because your competitors are professional, they will copy you back.
Branding tech - Lessons from brand leaders Brand leaders have evolved from a tactical and reactive approach to a strategic and visionary approach when it comes to branding, and lessons can be drawn that can help technology companies build better brands and achieve their business goals.
Giving yourself a good name Internal reputation management has become increasingly important to companies looking to retain a competitive edge
Read all about the latest book by branding guru Martin Lindstrom as he presents new ideas and potent tools for building brands by tapping all five senses.
This unique global marketing study supports Lindstrom’s concepts about using touch, taste, smell, sight, and sound for creating successful branding strategies.
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Music helps marketers create rich brand driven experiences within the retail environment, creating strong brand recall and heightening the consumer-brand connection says Craig Cesman, Chief Executive Officer of DMX Music Africa. Read More
Let’s face it – traditional advertising no longer works. An article in the Times, published in June 2004, reveals that the overall effective influence of television commercials has decreased by some 52% over just ten years. In stark contrast, the cost of producing television commercials has increased by more than 130% over the same period. This is a clear indication that the traditional paths of brand building are slowly drying up, forcing marketers to think of alternatives.
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The concept of the brand has undergone a seemingly rapid historical evolution. Today, smart executives have realised that brands are not just visible or emotional symbols, but rather that they define relationships with ALL key audiences, including investors and employees. Read More
Whether your products or services are aimed at today's youth market or not, if you are not paying attention to the way this market of the
future thinks, then you're certainly not planning to be in business for the long term. Read More
Why is Coca Cola the world's most valuable brand? What can Marmite teach you about marketing? What are the secrets held by the world's greatest brands? How can they use them to improve your business? Read More
Research has shown that to build a truly marketable brand requires sustained exposure in the marketplace. A new door is opening for small and medium businesses to build awareness of their brands by getting them onto the medium that has long been held to be the pinnacle of advertising. Advertising on TV is generally out of the reach of most SME’s because of the enormous costs associated with this medium. Read More
This year, Carling Black Label has managed to topple Castle to head the list as South Africa’s top brand of beer. Castle follows closely in 2nd place, while Hansa continues to fill 3rd place. Amstel, Castle Milk Stout and Redd’s all retain their positions, while Savannah has found its way onto the top ten, filling the 10th spot. Read More
A recent Pitney Bowes direct mail survey, in conjunction with Peppers and Rodgers Group, confirms direct mail’s value as the most effective marketing vehicle for companies to establish customer relationships.
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No one can dispute the power of a brand. Brands give us something to trust, reassurance of quality and increasingly, status. There are many definitions of branding, put simply it can be defined as the sum total of your values, as evidenced by how you deliver on those values – through controlled messages - at every point of contact with your stakeholders, especially your customers. Read More
The next frontier of marketing is about winning the hearts and minds of customers through being the best at what your business is about. That’s not about the advertising, using marketing to sell or creating a smarter customer promise. It has everything to do with delivering on the consumer experience, and in the ‘experience economy’ you’ll live or die at every customer touch point, says Craig Cesman Chief Executive of audio branding company, DMX Music. Read More
In 1999, four of the world's largest liquor manufacturers banded together to form Maxxium, with the goal of creating a centralised sales, marketing, and distribution organisation. Today, Amsterdam-headquartered Maxxium is the world's fifth largest and fastest growing premium spirits and wine company, and an organisation with complex internal management, reporting and financial requirements. Read More
Taking into consideration that women constitute 41% of the South African working population, that they own 70% of informal business in the country and that 40% of black households are run by women it would make sense that advertisers and marketers need to address issues concerning their miscommunication with a powerful mass of consumers. Read More
Historically, direct marketing has always operated successfully in these areas; it is the area, which most interests conventional branded goods advertisers. Read More
