Building a Brand – 11 Essential Building Blocks
START WITH A FIRM FOUNDATION
Today, there is a lot of talk about building a brand. It seems like brands pop up over night, especially on the web. Most brands, however, take years to become established. Some companies even buy up defunct brands because they may still have some brand equity that...
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Customer Retention Strategies
6 WAYS TO AVOID LOSING CUSTOMERS
Customer retention is all about how your company maintains its client base and how it creates a loyal following. Customer retention is a big function of customer satisfaction. Develop a few tactics aimed at creating loyal customers by discovering what they most want....
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What is Branding?
BRANDING IS MORE THAN NAMING A PRODUCT
Good branding identifies the customer. Great branding ultimately causes the customer to identify with the brand.1 When you ask, “What is branding,” the quick answer is giving your product or service a moniker, a logo and a slogan that identifies it in the commercial...
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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...
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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...
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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...
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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,...
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Think Brand Identity is Just a Clever Logo or Slogan?
THINK AGAIN. BRAND IDENTITY IS ALL ABOUT REPUTATION.
Too many companies believe that brand identity is just a cute logo or slogan, but those aspects are two-dimensional. A brand’s identity depends on how buyers respond to the brand. Initially, it is based on the customers’ perception. But ultimately, it’s based on the...
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