Search

Brand relevance is seen to have the potential to influence and explain market dynamics. The emergence and fading of brand categories result in changes in the marketplace. Companies need to engage in transformational or substantial innovation in order to define new categories.

Advice on how businesses should improve branding using Nintendo's brand strategy as basis are offered. Businesses should avoid competing on high-technology innovation. Targeting of a broader market is also recommended.

Brands such as Suntory, Kirin and Coca-Cola remain strong due to their visibility in the market and their being part of people's routine. More than 70 percent of top brands are seen to be have value offerings. They have also been perceived to be of high quality.

Brand equities in Japan have been found to remain stable, a survey by Nikkei BP Consulting Inc. has revealed. The top 1,000 brands in the country have remained familiar over the years. Toyota, Honda, Panasonic and Sony have remained in the top six brand every year.

Strategic imperatives in establishing brand identity involve investment in a program where a brand wishes to be known about, such as a bank investing in information technology features. Proof points require communication of the core identity of a brand to its target customers. Details on internal and external role models, the two other elements of brand identity description, are presented.

Muji, or Ryohin Keikaku Company Ltd., is one of the top Japanese retail companies and relies on its no-brand policy, which promotes self-restraint, moderation and plainness. The company does not use a logo and focuses on providing what is needed and avoiding the brand lifestyle. Details on the strength of Muji's non-brand brand are discussed.

How firms selling services or products with functional benefits that are hard to objectively value could learn by observing brands in contemporary art, is presented. Contemporary art or non-traditional art that were produced from 1970 to the present day could sell for incredible amounts. The brands could learn from the art world on how to find ways to reassure buyers that they made the right decisions.

How organizational silos have created inefficiencies and wastes that lead to lost opportunities in producing great products and marketing programs is examined. Firms that recognized the need to change the silo model are faced with the issue of carrying out the task, as reflected in 'Spanning Silos: The New CMO Imperative.' Insights on how to change the organizational silo are also given.

Customers need to be concerned about the emotional, self-expressive, and social benefits of a brand or product. These considerations could lead to added richness and depth to the experience of the usage of the brand. Aside from a strengthened link between the brand and the customer, association with people having common interests can also be achieved.

Empirical studies show that increased marketing can pay off during a recession. Aggressive marketing during this time can benefit products, markets, or programs that can be positioned as a value brand, has a particularly effective and efficient marketing program, and has a balance sheet advantage over rivals.

A signature social program, either internal or in partnership with a nonprofit, with a strong brand that reflects the program's societal goal, credible approach, true impact and inspiration that surrounds it is the central construct. Signature social programs can be internal branded programs such as Chick-fil-A's Shared Table program, which has turned leftover food into 10 million meals for those in need. The book The Future of Purpose-Driven Branding provides four strategies that differ substantially from those widely used because the focal point is the power of branding to enable programs to impact, nurture, and advance a business brand. [Extracted from the article]

The article offers the author's insights regarding the four reasons that stop organizations from making stories the basis of their communications. Topics include the lack of belief and commitment of organizations to storytelling, weak presentation of strong stories, and mismanagement of storytelling programs.

The article discusses how stories can reveal important foundations for a brand, including vision, differentiation and higher purpose. Topics discussed include common marketing objectives that can be realized with signature story research including creating a brand vision, creating a set of guiding principles, developing a turnaround strategy, understanding customers, creating higher-purpose programs and energizing the brand.

The article focuses on several aspects of leveraging signature stories for business-to-business (B2B) brands. It mentions that a signature story involves narrative with a strategic message that enables a company to grow by enhancing its brand, customer relationships, and business strategy. It also mentions need for creating an organizational structure and process to find and use signature stories. It also mentions appointing an organizational team or person to support stories.

The article advises brands about the reasons why they need to tell signature stories (SS) to gain customers' attention. Topics mentioned include how SS persuade customers without lecturing, their ability to inspire employees and customers, their use to change a trust crisis, and their ability to add energy to a brand.

The article focuses on the viral videos of global Unilever food brand Knorr that provide learning to others. Topics include a description of the story of the "Home Dining Day" video launched on March 25, 2015 and the number of views and media coverage it received, an online flavor profiler created by Knorr with technology company IBM to determine consumers' flavor preferences, and the differences between the two videos.

The author enumerates the reasons why brands should have a social or environmental purpose as well as a mission of creating and marketing a functional offering and increasing sales and profits. Topics discussed include retailer Walmart's offering-driven purpose, the higher purpose need of employees and customers' need to have a relationship with brands that share the values reflected in an organizational higher purpose.

The author discusses the factors that companies should consider in preventing problems that affect consumers' trust in their brands. The caste study which describes the response of financial services company Barclays PLC to the crisis regarding its brands following the global financial crisis in 2009 is mentioned.

The article discusses challenges faced by marketers to create and retain a loyal customer group. It mentions several drivers of brand loyalty such as social media and emotional connection. Other topics include e-commerce and digital communication, strategy to achieve customer loyalty, and role of high emotional connection.

The author reflects on the handwashing program "Help a Child Reach 5" sponsored by Unilever's Lifebuoy soap brand. Topics covered include the goal of helping people develop better handwashing habits, the implementation of a showcase program in the diarrhea-prone village of Thesgora and the world record set on Global Handwashing Day in Dubai.

The article discusses three ways to establish a compelling, purposeful and competitive brand. Topics covered include the need for determining the implications of plans of companies to shift some of its investments to big innovations. Also mentioned is the importance for companies to recognize the factors that could help them become the representative in a new subcategory.

The article discusses brand personality, an important dimension of brand equity as it is both differentiating and enduing. Topics discussed include ways having a brand personality helps create lasting relationship with the target audience, brand personality as a vehicle for representing and cueing functional benefits and brand attributes and how it can help in better understanding the customer's perception of the brand.

The article discusses several factors that have contributed to the marketing success of American sports clothing and accessories company Under Armour. Topics include the Under Armour brand as about trying to overcome obstacles to win, the brands' relentless pursuit of innovation, and how Under Armour branded its innovations with clarity, energy, differentiation and protection from imitators.

The article discusses the reasons behind the success of the marketing efforts of retailer Uniqlo in the U.S. Topics covered include the practice in which employees are encouraged to interact with shoppers as well as the continuous rise in its profits. Also mentioned are comments about the product scope and store size of the company.

The article presents the author's views on how to build a brand so that it stand for in the eyes of customers. Brand building starts with brand vision and mentions that a brand vision model is a framework for the development of a brand vision which includes vision elements, it differ from the current image and a short-term communication guide that often expresses what will be communicated to which target audience with what logic.

The article presents a list of ideas associated with brand equity, brand marketing, and the management of brands. The list includes the effect of the strategic values of brands, the role of strategy, flexibility, and multidimensionality in brand visions, and the importance of customers' interests in marketing.

The article discusses several implications of building and maintaining strong brand assets which drive business strategy and performance. It includes the changing role of brand management, from tactical and reactive to strategic and visionary, the elevation of marketing role towards creating and managing the business strategy, and shifting the focus to strategic measures of brand equity, such as awareness, associations and customer loyalty.

The article discusses approaches to effectively manage a business's brand portfolio, focusing on the importance of a portfolio that represents characteristics such as clarity, synergy, and relevance. Topics addressed include defining each particular brand's role within a market context, identifying the brands that serve as driving factors for the future development of the business, and energizing a brand through sponsorships and other promotions. Brand extensions are discussed.

The author offers opinions on the nonprofit organization Charity: Water, which raises and distributes funds for projects in developing countries to create clean water supplies. The organization's Website is said to be an outstanding example of the effectiveness of storytelling as a means of branding in marketing management.

The author offers opinions on branding in marketing. The Campaign for Real Beauty advertising and social marketing campaign for Dove brand personal care products produced by the company Unilever is cited as an extremely effective case of branding by linking genuine efforts to improve body self-image among women with brand extension.

The article notes research on brand equity and the Brand Asset Valuator (BAV) database and discusses how to energize a brand or company and make it more visible. The article notes examples that show how brands can be made more interesting, engaging, innovative, and passionate or driven by a higher purpose. It also notes branded energizers, or branded products that enhance and promote target brands, can be developed through corporate sponsorships.

The article discusses the concept of framing in marketing, and defines it as a broader, long-term type of brand positioning. The psychological effects of framing on consumers are touched on, and the importance of framing brands in relevant, useful ways is emphasized. The advice to focus on consumers' needs and wants and how the brand fulfills them is also offered.

The author offers his advice on ways that a company or brand can remain relevant despite incremental technological innovations in the market. Suggestions presented include the creation of parity with competitors to eliminate relevance concerns, the use of leapfrogging strategies to relaunch a product or brand into an inundated market, and the importance of repositioning a brand to increase its relevance with regards to market dynamics.

The article discusses the importance of integrating human library in companies. It states that the concept of human library allows visitors to check out with living people for a 45-minute conversation. It indicates that human library in firm's version is designed to provide inspiration to a marketing team that aims to develop a big innovation, enhance brand relationship and improve marketing program.

The article focuses on factors that can prevent technologically disruptive innovations from coming to fruition. It lists seven reasons with examples, including the belief technological advances won't occur, the inability of niche markets to be scaled, and a belief that sales estimates should be conservative in the face of uncertainty. It recommends making judgments based on credible data and analysis and recommends committing in the face of risk.

The author argues that sustainable sales growth comes from the creation of products that innovate and design new subcategories. According to the author, large companies sometimes avoid risk, overlook new ideas, and divert resources from innovative projects. Topics include the market position of brands, customer loyalty, and core businesses.

The article discusses brand relevance and the need for companies to remove negative customer reactions in order to maximize their brands in the market. The author argues that the restaurant chain McDonald's removed a customer negative by offering the McCafé coffee line to compete with premium coffee chains such as Starbucks. He also mentions successful marketing strategies used by automotive manufacturer Hyundai and the retail store chain Wal-Mart.

The author discusses the exemplar marketing strategy, which improves the relevance of a brand not by comparing it to other products, but by creating a category or subcategory within the market for which only that product is relevant.

The author opines that the best way for a company to achieve growth in sales and income is to create a subcategories in which its products excel, and offers advice on how to do so. He observes that the subcategory should deliver value in a way that differentiates the product from competitors. He also suggests generating interest in the subcategory by telling interesting factual stories about it.

The author discusses communication through social media in marketing. The author describes the use of social media by the Dell Inc. company including their IdeaStorm website where consumers can suggest innovations for the company. The author suggests that Dell's social media system, including blogs, support forums, and Twitter microblogging, has actually changed their product rather than just communication their brand.

The article examines the marketing strategy of the consumer electronics firm Apple. It is attested that the firm is effective at orchestrating its products’ release dates. Successful products released by Apple are listed, including the iPad tablet computer and the iPhone smart phone. Also discussed is the need for an electronics company to be knowledgeable about technological innovations.