Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
Product Brand Management
Explaining what product brand management is
Product brand management is a process of first identifying how consumers perceive a brand currently. Then it focuses on how the organization wants the brand to be perceived. It identifies the goal and uses different techniques to try to get consumers to see the brand the way the organization wants it to be seen. Positive brand associations and brand loyalty help the brand to become more popular and valuable over time. The aim is to increase the value of the brand by building its equity with customers through advertising, using slogans and jingles, putting out content and so on (Grant, 2021). A company can also use an animal or character in advertising to help associate the product with the brand so that consumers easily recognize it.
Discussing the importance of brands, brand equity, brand personality, and brand values to consumers, organizations, and society
Brands, brand equity, brand personality, and brand values are all important to consumers, organizations, and society because they reflect something personal about the consumer (Hayes, 2021). A brand has name recognition and it can be a status symbol for some consumers. For instance, if people want to wear Nike apparel, it sends a message to others. Or if they drive a Mercedes, it sends a message. Brands have personality and they also have values: for instance, Tesla is a brand that values sustainability, so people send a message about their own values when they purchase a Tesla. The more that a company is able to market itself as aligning with a particular set of values, the more customers who share those values will be willing to give the brand equity. Marketing is about developing the equity, personality, and values of the brand so that it appeals to the target customer.
Explaining brand identity, aesthetics, symbolism, communication, and the attention economy through digital consumption
Brand identity is what helps...…this had an impact in terms of how the companys brand was perceived in relation to social justice. This is what is meant by social responsibility and brand ethics.
On the importance of a strategy for brand growth, architecture, brand extensions, technology, and innovation for future strategies of the brand
Brand growth requires a strategy so that it can bring in more and more consumers. Red Bull did this by starting out in a niche market and appealing to consumers of the underground subculture (Prophet, 2013). It then adopted a more mainstream approach to marketing in order to grow the brand. The architecture for how the marketing strategy is put into place has to be thought out, so that brand extensions can also be brought into the market and move consumers to try other products so that they are not burned out. The goal is to achieve brand loyalty over time. Technology and innovation are particularly important for future strategies as a lot of…
References
Anchor. (2021). Make a statement. Retrieved from https://anchordigital.com.au/make-a-statement-how-to-build-to-the-visual-components-of-your-brand-identity/
Grant, M. (2021). Brand management. Retrieved from https://www.investopedia.com/terms/b/brand-management.asp#:~:text=Brand%20management%20is%20a%20function,strong%20awareness%20of%20the%20brand.
Hayes, A. (2021). Brand equity. Retrieved from https://www.investopedia.com/terms/b/brandequity.asp
Prophet. (2013). Red Bull the ultimate brand builder. Retrieved from https://www.prophet.com/2013/05/140-red-bull/#:~:text=Red%20Bull's%20brand%20building%20is,machine%20into%20a%20profit%20center.
Social Media Marketing Companies aim to increase their sales by retaining and acquiring customers or improve brand publicity using different marketing strategies. Today, marketing is considered as the most important section of any business. Therefore, companies are focusing more on this area and putting efforts to make marketing as much efficient as they can. Various marketing strategies have been introduced that doesn't require businesses to spend large amounts on marketing. Objectives for
Social Media Many startup companies today feel that having a strong social media presence is essential to their business success. They have a Facebook page, a Twitter account and probably more. They might integrate their social media in order to strengthen their reach to potential customers. The low cost and high visibility of social media makes it attractive to many small businesses, who can reach many more customers for very little
First blogs were the dominant channel for consumers to share their product and service experiences with companies and as Facebook and Twitter have become more dominant, the speed, velocity and volume of feedback has escalated nearly exponentially. All of this now puts consumers in a highly influential position relative to brands (Bernoff, Li, 2008) and the rapid assessment of their social media marketing strategies as well (Hennig-Thurau, Gwinner, Walsh,
Social Media Marketing Risk in Social Media Marketing Role of Federal Government in Managing Cross Country Transactions Regulation of Customer Transactions through Government Branches Agency Relationship in Social Media Sites Social Media marketing is increasing at fast pace and giving business organizations an opportunity to offer their products to diverse market located all over the world. Likewise, customers are getting unlimited product varieties to choose from according to their need and preference. There are certain
Brisbane Brewing Company - Social Media Marketing Plan Through a marketing plan based on a social media platform, Brisbane Brewing Company is targeting consumers of alcoholic beverages of the ages 18 and 25. Due to their unique tastes and individual traits they should not be viewed as your common-place beer drinkers since they are crafty. And because they mainly interact through social media, many firms have now adopted this mode of
Critical Reflection #6Part 1: Article SummaryThe article that I elected to focus on in this case is titled, The Impact of Face-to-Face Street Fundraising on Organizational Reputation, by Waldner, Willems, Ehmann, and Giles. The article was published in 2020 in the International Journal of Nonprofit and Voluntary Sector Marketing. In essence, the article authors point out that many managers in the nonprofit sector have in the past encouraged the deployment