In marketing, brand
management begins with an analysis on how a brand is currently perceived in the
market, proceeds to planning how the brand should be perceived if it is to
achieve its objectives and continues with ensuring that the brand is perceived
as planned and secures its objectives.
Developing a good
relationship with target markets is essential for brand management. Tangible
elements of brand management include the product itself; its look, price, and
packaging. The intangible elements are the experiences that the target markets
share with the brand, and also the relationships they have with the brand. A
brand manager would oversee all aspects of the consumer's brand association as
well as relationships with members of the supply chain.
It is defined as the process
of creating a relationship or a connection between a company's product and
emotional perception of the customer for the purpose of generating segregation
among competition and building loyalty among customers.
Brand management is a
function of marketing that uses special techniques in order to increase the
perceived value of a product.
Brand management is the
process of identifying the core value of a particular brand and reflecting the
core value among the targeted customers. In modern terms, a brand could be
corporate, product, service, or person.
The earliest origins of
branding can be traced to pre-historic times. The practice may have first begun
with the branding of farm animals in the Middle East in the Neolithic period.
Stone Age and Bronze Age cave paintings depict images of branded cattle.
Egyptian funerary artwork also depicts brandedanimals. Over time, the practice
was extended to marking personal property such as pottery or tools, and
eventually some type of brand or insignia was attached to goods intended for
trade.
Around 4,000 years ago,
producers began by attaching simple stone seals to products which, over time,
were transformed into clay seals bearing impressed images, often associated
with the producer's personal identity thus giving the product a personality.
A number of archaeological
research studies have found extensive evidence of branding, packaging and
labelling in antiquity. Archaeologists have identified some 1,000 different
Roman potters' marks of the early Roman Empire, suggesting that branding was a
relatively widespread practice.
Today, The Watsons and TheGrandma have continued preparing Rennette's candidature for Eurovision. They are focused on creating a good brand to promotion her. TheGrandma has been talking about branding and giving them some clues about how to create a success brand.
Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity. In another example, the variables brand recognition and brandrecall form a linked network that describes the consumer's brand awareness or brandknowledge.
Brand attitude refers to the buyer's overall evaluation of a brand with respect to its perceived ability to meet a currently relevant motivation.
Brand awareness refers to the extent to which consumers can identify a brand under various conditions. Marketers typically identify two distinct types of brandawareness; namely brand recognition and brand recall.
Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brandequity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand.
A different definition comes from marketing where brand equity is treated as a measure of the strength of consumers' attachment to a brand; a description of the associations and beliefs the consumer has about the brand.
Brand image refers to an image an organisation wants to project; a psychological meaning or meaning profile associated with a brand.
Brand personality refers to the set of human personality traits that are both applicable to and relevant for brands.
Self-brand congruity draws on the notion that consumers prefer brands with personalities that are congruent with their own; consumers tend to form strong attachments with brands where the brand personality matches their own.
Brand preference refers to consumers' predisposition towards certain brands that summarise their cognitive information processing towards brand stimuli.
Apple logo evolution
Brand orientation refers to the degree to which the organization values brands and its practices are oriented towards building brand capabilities.
It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets.
A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools -such as brands.
Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals.
Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence.
Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.
Brands with heritage are not simply associated with antiquated organizations; rather, they actively extol values and position themselves in relation to their heritage. Brands offer multiple benefits to organisations at various market levels, reflecting the entire experiential process afforded to consumers.
In the case of voluntary organisations if they can unlock their brand heritage and it will improve volunteer engagement, to the extent that organisations with a long history, core values, positive track record, and use of symbols possess, whether consciously or not, an inherent advantage in an increasingly competitive landscape.
In the context of tourism preconceived notions of brand heritage stimulate the increased experience of existential authenticity, increasing satisfaction with the visitor experience. For consumer goods the communication of continuity of the brand promise can increase perceived brand authenticity.
Today, The Watsons have started to work in the creation of a new brand, Rennette Watson. This is the alter ego of Yolanda Watson who is going to represent France in the next EurovisionSongContest. The family is in total contact with TheGrandma by Skype and they work together in this new objective.
They have created a Twitter account for Rennette Watson and they are going to fill it with interesting contents about this character. They invite you to follow her and to share your opinions and ask her as questions as you want to our candidate, who is going to became one of the most popular stars in a closer future.
Before creating the Twitter account, The Watsons and The Grandma have been talking about what is branding and which is its history.
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives.
Developing a good relationship with target markets is essential for brandmanagement. Tangible elements of brand management include the product itself; its look, price, and packaging. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.
It is defined as the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers.
Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product. Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand.
Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, a brand could be corporate, product, service, or person.
RNT, Rennette's brand
Brand management builds brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers. The earliest origins of branding can be traced to pre-historic times. The practice may have first begun with the branding of farm animals in the middle East in the neolithic period. Stone Age and Bronze Age cave paintings depict images of branded cattle. Egyptian funerary artwork also depicts branded animals. Over time, the practice was extended to marking personal property such as pottery or tools, and eventually some type of brand or insignia was attached to goods intended for trade.
Around 4,000 years ago, producers began by attaching simple stone seals to products which, over time, were transformed into clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality.
A number of archaeological research studies have found extensive evidence of branding, packaging and labelling in antiquity. Archaeologists have identified some 1,000 different Roman potters' marks of the early Roman Empire,suggesting that branding was a relatively widespread practice.
In Pompeii (circa 35 CE), Umbricius Scauras, a manufacturer of fish sauce, also known as garum, was branding his amphora which travelled across the entire Mediterranean. Mosaic patterns in the atrium of his house were decorated with images of amphora bearing his personal brand and quality claims.
In the East, evidence of branding also dates to an early period. From as early as 200 BCE, Chinese packaging and branding was used to signal family, place names and product quality, and the use of government imposed product branding was used between 600 and 900 AD.
In Japan, branding has a long heritage. For many Japanese businesses, a mon or seal is an East Asian form of brand or trademark.
The impetus for more widespread branding was often provided by government laws, requiring producers to meet minimum quality specifications or to standardise weights and measures, which in turn, was driven by public concerns about quality and fairness in exchange. The use of hallmarks, applied to precious metal objects, was well in place by the 4th century CE in Byzantium.
Evidence of silver bars marked under authority of the Emperor Augustinian dates to around 350 CE, and represents one of the oldest known forms of consumer protection. Hundreds of silver objects, including chalices, cups, plates, rings and bullion, all bearing hallmarks from the early Byzantine period, have been found and documented. Hallmarks for silver and gold were introduced in Britain in 1300.
In Medieval Europe, branding was applied to a broader range of goods and services. Craft guilds, which sprang up across Europe around this time, codified and reinforced, systems of marking products to ensure quality and standards. Bread-makers, silversmiths and goldsmiths all marked their wares during this period.
By 1266, English bakers were required by law to put a symbol on each product they sold. Bricui et al. have argued that the number of different forms of brands blossomed from the 14th century following the period of European discovery and expansion.
Branding was more widely used in the 19th century, following the industrial revolution, and the development of new professions like marketing, manufacturing and business management formalised the study of brands and branding as a key business activity.
Branding is a way of differentiating product from mere commodities, and therefore the use of branding expanded with each advance in transportation, communication, and trade.
With the rise of mass media in the early 20th century, companies soon adopted techniques that would allow their advertising messages to stand out; slogans, mascots, and jingles began to appear on radio in the 1920s and early television in the 1930s. By the 1930s, these advertising spots, as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising.
From the first decades of the 20th-century, advertisers began to focus on developing brand personality, brand image and brand identity-concepts.
By the 1940s, manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Throughout the late 20th-century, brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own.
Among the most highly visible and recognizable brands is the script and logo for Coca-Cola products. Despite numerous blind tests indicating that Coke's flavor is not preferred, Coca-Cola continues to enjoy a dominant share of the cola market.
Modern brand management also intersects with legal issues such as genericization of trademark. Yet, in a sense, reaching this stage of market domination is itself a triumph of brand management, in that becoming so dominant typically involves strong profit.
