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.
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
Last week was a milestone in Internet advertising research. Representatives from Dynamic Logic, AdRelevance, and 24/7 Media presented a paper titled "The Five Golden Rules for Online Branding," describing the characteristics of the most effective ad units in a small sample. Read More
True? False? Wishful thinking? Some of our leading brand practitioners offer their very diverse opinions in pithy, quotable quotes contributed to Brands & Branding 2007. Some are longer, but for brevity Kees Schilperoort leads with In Brands We Trust and trust is a must, for brand that lie, die. Read More
The name you choose may not make or break your company, but a good one will give you an edge.A client's first impression of your firm is founded upon its name. It is whet you greet people with, and if done properly, it's what they will remember. Recognising the power of names is nothing new. Read More
Night clubs and music concerts are no longer the only places where the youth market is rocking to the newest hits. Retail stores, restaurants and leisure spots eager to grow their footprint in the sought after youth market now understand that music is the fastest route in. Read More
There is a growing amount of valuable literature covering the topic of Brand Management. This article attempts to present some of the theory in a practical way, to develop a template that can be used as a framework to construct a Strategic Brand Plan, which can be used as a practical guideline to apply theory to practice. Read More
These days, whilst nobody proposes that advertising effect is a series of sequential steps that occurs in the consumers’ mind (hierarchy of effects), existing views imply a one-dimensional, sequential model of effects. The Rice model implies that the sequence of effects is: Brand Usage leads to Ad-Noting and Ad-Liking. The Hollis model appears to imply implicitly that there are unidimensional advertising effects, of which ad-liking is only one. Read More
Don’t let your legal team run your reputation campaign. When culture jammers target your organisation, get into crisis mode and don’t knee jerk. Use sound thinking to respond to the situation say Janice Spark and Mandy de Waal of brand and reputation company, Idea Engineers. Read More
Almost 300 of South Africa’s leading brand owners, marketers and communications professionals gathered at Taboo in Sandton last night for the successful launch of the 13th edition of the Encyclopaedia of Brands & Branding in South Africa. Read More
It’s all about living the brand in a way that inspires people to do the extraordinary in jobs that are repetitive and uninspired. Mandy de Waal looks at the relationship between the brand and the customer, and the long hard road that service greats need to walk to ensure the brand is lived in every customer interaction.
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While trust is hard to build, it is easy to destroy. And when trust goes, so do profits.
Johann Rupert once called a brand a trustmark and he is partly right. While trust is an essential element for a successful brand, it will not by itself guarantee success. Read More
Marc Cohn’s international hit record from 1991, aptly described my 3 hour flight and arrival in Memphis on a cold and wet February morning. The welcome sign greeting passengers at Memphis International’s arrivals building, billed Memphis as the Distribution Capital of the USA. Read More
Branding of packaged goods has been a staple in the ever competitive world of retail supermarkets, but now comes a branded coupon for consumers to get discounts. Read More
