Archive for 'Marketing Students'

If you asked a selection of people what a brand was, most would say it’s the logo, colours, strapline and catchy jingle! It’s important to understand that a brand is much more than this; these elements listed above are only the visible parts and I distinguish them as ‘branding’ – brand is not a logo.

As explained in ‘What’s the difference between a product and a service?‘, a product is made up ...

Now that your brand vision and objectives have been set (step 1) and you have developed your brand strategy (step 2), you have another choice, to co-brand or not? Co-branding can add a number ...

Once your brand’s vision and objectives are set (step 1) you need to create a brand strategy i.e. how you’re going to get there.

From my experience you have 3 high level options. Which one you choose depends on what you are trying to achieve with your brand; for example penetrate a new market, appeal ...

Your brand’s vision should orientate around the elements which make a brand successful. There are 2 sets of elements which I work to; one by De Pelsmacker et al, who outlined 6 elements, they are; differentiation, added value, good quality, integrated communications, management and employee support and innovation.

The other by Simon Middleton of BrandStrategyGuru.com, who highlights 4, they are; be authentic (true to yourself), be compelling (strike an emotional connection), ...

There are 3 types of brand; a manufacturing brand such as Honda, an own-label brand such as Sainsbury’s own brand food and a generic brand which doesn’t have any identifying, consistent features such as a logo. Building a brand takes years and can be lost in a heartbeat through bad PR, poor customer service or an unsuccessful product launch.

The first step to building a successful ...

In my opinion internal marketing is almost as important as external marketing. It may be a cliché, but your internal staff are your business, they are a big part of your brand. Your staff don’t have to have direct contact with your audience, they can be part of the background mechanics but what ever they do they must understand the company’s direction and believe in the brand. A romantic statement, but if they’re not passionate about your brand it will ...