How to build a strong brand
To create a strong brand and maximize brand equity, marketers should:
Understand brand meaning and market appropriate products and services in a suitable manner
Here are some key takeaways from the video:
Dr Eden Zin recommends to start buiding your brand by...
A strong brand:
- Implite a strong product so that to build a strong brand a marketers have to create a high quality product
- Essentially is a strong identity of your organization, serve as a signal quality so customer when they choose commodities
- A strong brand will signal to the consumer that it represent the best quality the marketplace to help customer make the choice the strategic brand management process consist of four parts
1. Building the brand
2. Maintaining the brand
3. The third measuring the brand performance,
4. Expanding the brand
Understand brand meaning and market appropriate products and services in a suitable manner
Here are some key takeaways from the video:
Dr Eden Zin recommends to start buiding your brand by...
A strong brand:
- Implite a strong product so that to build a strong brand a marketers have to create a high quality product
- Essentially is a strong identity of your organization, serve as a signal quality so customer when they choose commodities
- A strong brand will signal to the consumer that it represent the best quality the marketplace to help customer make the choice the strategic brand management process consist of four parts
1. Building the brand
2. Maintaining the brand
3. The third measuring the brand performance,
4. Expanding the brand
How to build strong brand
Building a strong brand is the goal of many organizations. Building a strong brand with significant equity is seen as providing a host of possible benefits to a firm, including greater customer loyalty and less vulnerability to competitive marketing actions and marketing crises, larger margins as well as favorable customer response to price increases and decrease, greater trade or intermediary cooperation and support, increased marketing communication effectiveness, and licensing and brand-extension opportunities.
With this keen interest in brand building, two questions often arise:
1. What makes a strong brand?
2. How do you build a strong brand?
To help answer both of these questions, this article develops a model of brand building called the Customer-Based Brand Equity model. Although a number of useful perspectives concerning brand equity have been put forth, the Customer-Based Brand Equity model provides a unique perspective on what brand equity is and how it should best built, measured, and managed.
The development of the Customer-Based Brand Equity model was driven by three goals. Firstly, the model had to be logical, well-integrated, and grounded. The model need to reflect state-of-the-art thinking about branding from both an academic and industry point of view. Secondly, the model had to be versatile and applicable to all possible kinds of brands and industry settings. As more diverse applications of branding continued to emerge for products, services, organizations, people places, and so forth, the model need to have a far-ranging relevance. Finally, the model had to be comprehensive with enough breadth to cover important branding topics as well as enough depth to provide useful insights and guidelines. The model needed help marketers set strategic direction and inform their brand-related decisions.
With this broad set of objectives in mind, the Customer-Based Brand Equity model was developed. The basic premise of the model is that the power of a brand lies in what customers have learned, felt, seen, and heard about the brand over time. In other words, the power of a brand resides in the minds of customers. The challenge for marketers in building a strong brand is ensuring that customers have the right type of experiences with products and services and their accompanying marketing program so that the desired thoughts, feelings, images, beliefs, perceptions, opinions, and so on become linked to the brand.
With this keen interest in brand building, two questions often arise:
1. What makes a strong brand?
2. How do you build a strong brand?
To help answer both of these questions, this article develops a model of brand building called the Customer-Based Brand Equity model. Although a number of useful perspectives concerning brand equity have been put forth, the Customer-Based Brand Equity model provides a unique perspective on what brand equity is and how it should best built, measured, and managed.
The development of the Customer-Based Brand Equity model was driven by three goals. Firstly, the model had to be logical, well-integrated, and grounded. The model need to reflect state-of-the-art thinking about branding from both an academic and industry point of view. Secondly, the model had to be versatile and applicable to all possible kinds of brands and industry settings. As more diverse applications of branding continued to emerge for products, services, organizations, people places, and so forth, the model need to have a far-ranging relevance. Finally, the model had to be comprehensive with enough breadth to cover important branding topics as well as enough depth to provide useful insights and guidelines. The model needed help marketers set strategic direction and inform their brand-related decisions.
With this broad set of objectives in mind, the Customer-Based Brand Equity model was developed. The basic premise of the model is that the power of a brand lies in what customers have learned, felt, seen, and heard about the brand over time. In other words, the power of a brand resides in the minds of customers. The challenge for marketers in building a strong brand is ensuring that customers have the right type of experiences with products and services and their accompanying marketing program so that the desired thoughts, feelings, images, beliefs, perceptions, opinions, and so on become linked to the brand.