Brand Management Update
March 25, 2021
There is a direct relationship between the complexity of a buyer’s behavior, as they travel through the sales funnel, and the number of online shopping options that currently exist for each product category. In this environment, buyers make decisions in a rather messy and increasingly complex way.
We know, for example, that what happens between the end point of the process (purchase trigger) and the process of deciding to purchase is not linear. Also that there is a complex network of contact points with possible options that vary from person to person. However, what is less clear to us is how buyers process all the investigated information and the criteria that ultimately validate the final purchase.
Consumer access to media and information has led to the growth of important influences that do not fit within the traditional approach to brand marketing. This has great implications for brands large and small, since it is possible that because they do not understand the change that is taking place in consumption patterns, their marketing initiatives do not have the ROI that they could potentially have.
Of course, figuring out what consumers think and how they behave is not a new Idea. It is an aspiration that has always been at the heart of marketing. But, as we are about to discover, the context in which marketers try to achieve this goal has changed dramatically.
October 26, 2020
Much has been said about the importance of videos in a brand's marketing strategy, however, let's talk more specifically.
Are videos important as part of an effective brand communication strategy?
Let's listen to the market.
September 23, 2019
Brands must distinguish themselves in the market to make their products viable. The top brands don’t spend tons of money on branding. Instead, they use strategic brand management to enhance their brand. Furthermore, brand value dictates purchasing decisions in the current digital market. A wide range of products and services are accessible to everyone, making brand management a top growth field.
September 23, 2020
As we have seen previously, a reality of brands in the 21st century is that first of all they have the need to communicate with their target audience in order to establish effective communication and add value to that audience. After an assessment by the client about the brand's offer, they begin to transit the sales funnel.
That means that first you give value and then you receive the purchase of your product or service from your target market. Like life itself …. give to receive!
May 17, 2021
Something that is relevant for me, for you, for us is that which comes to meet a need of any nature, that which clarifies a doubt, that which solves a problem, that which provides a desired benefit or that which is empowering in a wanted way. If something has relevance to a person or a group of people, they will not stop to think if it is advertising or not, since advertising is simply informing that something relevant exists. If the relevant exists then the activation to the consumption of that relevant (be it a product or a service) is a fact.
Relevant ads get three times the attention of the average ad.
November 5, 2018
Today competition between businesses is rather sharp. To stand out among the crowd, a company needs to be unique and recognizable by customers. A strong brand is what stands behind each successful product. Nielsen’s Global New Product Innovation Survey discovered that nearly 59% of people prefer to buy new products from brands familiar to them, and 21% say they are ready to purchase a product if it comes from a brand they like.
Some people got used to thinking that only marketing specialists do all the job in branding. However, if you say it to professional designers, they’ll tell you how wrong you are. As an American graphic designer Paul Rand said: «Design is the silent ambassador of your brand.» The article tells about the essence of branding as well as the role of design in it. Also, we’ll define the key stages of effective brand creation.
March 16, 2021
Return on marketing investment (ROMI) is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other 'return-on-investment' (ROI) metrics because marketing is not the same kind of investment. Instead of money that is 'tied' up in plants and inventories (often considered capital expenditure or CAPEX), marketing funds are typically 'risked'. Marketing spending is typically expensed in the current period (operational expenditure or OPEX).
The idea of measuring the market's response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful.
The purpose of ROMI is to measure the degree to which spending on marketing contributes to profits. Marketers are under more and more pressure to "show a return" on their activities.
April 5, 2021
Add value to your audience and your audience will give you back value… .Yes, you must first give and then receive, those are the rules of effective 21st century media.
The consumption of videos on the Internet is becoming more and more massive and occupies the place of honor among the most consumed content on the Internet, and it is on the rise. This is good news and bad news for advertisers, since while it is good that a medium as expressive and powerful for brands as video captures consumer attention, it is also true that the amount of content available on the web makes it necessary for branded videos to win over consumer preference. And believe us, the competition is strong and does not depend on economic power … we are tired of seeing how a “YouTuber” alone, with a lot of creativity, can perfectly captivate the consumer’s preference over many brands with a lot of economic power.
However, we believe that it is not about competing against that YouTuber, it is about understanding the person with whom we want to communicate and understanding the rules of the environment where we want to do it. Users see more and more content related to what they like, if advertisers understand how to add value to the person who is consuming videos on the internet then they will have more opportunities to reach them when they are most interested in what they see. This, as we’ve said before, also means that advertisers have to stand out from a myriad of content.
August 18, 2020
Strong brands reduce customers’ perceived monetary, social and safety risks in buying goods/services. The customers can better imagine the intangible goods with the help of brand name. Strong brand organizations have a high market share. The brand should be given good support so that it can sustain itself in long run. It is essential to manage all brands and build brand equity over a period of time. Here comes importance and usefulness of brand management. Brand management helps in building a corporate image. A brand manager has to oversee overall brand performance. A successful brand can only be created if the brand management system is competent.
Following are the important concepts of brand management...