Brand Management includes Crisis Control

Brand Management includes Crisis Control

BRAND MANAGEMENT IS COMPREHENSIVE VIGILANCE

Brand management is comprehensive vigilance, adjusted to market conditions and distribution realities. Crisis control is no doubt a major part of brand management. An Example of Good Brand Management Thru Crisis Control Odwalla is an excellent example of good brand...
Brand Image is Developed After the Launch

Brand Image is Developed After the Launch

REPUTATION TAKES TIME AND PERFORMANCE

There are many companies that will create a brand image for you. They’ll develop a logo, a slogan, and perhaps packaging for your product or service. They might even obtain third-party endorsements. All of these they develop before the launch, but a successful brand...
A Few Ways to Build a Brand

A Few Ways to Build a Brand

SOME WRONG WAYS, SOME RIGHT WAYS

There are many ways to build a brand. There was a time when rock radio stations took money called “payola” to play certain songs over and over again. Hits built with payola weren’t necessarily good songs, but they became popular by rote and familiarity. I mention that...
Brand Marketing is All about Choices

Brand Marketing is All about Choices

GREAT BRAND MARKETING IS MORE THAN GETTING THE WORD OUT

Brand marketing can be done through everything from pricing and distribution to customer-loyalty programs and endorsements. Here are just a few ways to consider: 1. Brand marketing through various channels Brand marketing can be done through: the Internet, TV,...
Brand Position Starts with the Category

Brand Position Starts with the Category

EVERY CATEGORY CONTAINS MANY BRAND POSITIONS

Brand position in its most general sense comes down to the simple questions: “What category are you in?” and, “How are you located and ranked in that category?” A category is the type of goods or services that the brand represents. Is it legal services or is it a...
Good Product Positioning Examples Abound

Good Product Positioning Examples Abound

VW, VIRGIN, WALMART, MICHELIN—JUST FOR STARTERS

Product positioning examples are all around you. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. Here are just a few examples of products that have done a good job of positioning themselves: 1....