Brand Management: Home Assignment Brand Building & Database Marketing"

Brand Management
Home Assignment
“Brand Building
&
Database Marketing”
Submitted To:
Mr. Amir Ilyas
(MS Department)
Submitted By:
Saud Ahmad BBHM-F16-179
Zeeshan Zafar BBHM-F16-201
Superior University, Riwind Road, Lahore.

Question No.01
Brand Building:
Brand building is a process of generating awareness and promotion of the services of a
company through direct advertising campaigns or through sponsorships.
Brand buildings strategies bring consumers closer to the brand and
provide value for them so that they can know, feel & experience the brand.
Role of Internet in Building Brands:

Digital media helps brands build a community for their consumers, allowing them to
share their journey in a more personal way, thereby humanizing the brand. It’s all about
an experience more than anything else & it can help brands connect with existing &
potential consumers.
Over time, the internet has become more important & useful to
our everyday lives. Every business can now afford to effectively harness the internet’s
power too. This can be a challenge for smaller businesses since the bigger businesses
have a lot of money to spend on research & development. It is to be known that it is still
possible to build a coherent, consistent & strong internet presence that your customer can
bond with emotionally.
Following are the aspects which show the role of internet in building
brands:
 Become active on social media
 Promote the brand through blogging
 Continuously build brand through SEO
 Social media presence
 Brand Recognition
 Brand Loyalty
 Reduce advertising expense
 Emotional Attachment
 Build Brand with trust
 Increase Exposure to Brand
Procedure to Evaluate Website:
Following are the factors which are being evaluated to check branding of
website by creating checklist for evaluation:
 Purpose
 Possibilities
 Starting Point
 Visual Appeal
 Personality
 Color Scheme
 Site ID
 Tagline
 Peer Comparison
 Ability to Satisfice
Website Evaluation of Nike, Disney, Levi’s & Idea’s (Favorite Brand):

Factors Nike Disney Levi’s Idea’s
Purpose
Possibilities
Starting Point
Visual Appeal
Personality
Color Scheme
Site ID
Tagline
Peer Comparison
Ability to
Satisfice
Question No. 02
Database Marketing:
Database Marketing is a form of direct marketing using databases of
customers or potential customers to generate personalized communications in order to
promote a product or service for marketing purposes.
The method of communication can be any addressable medium, as in
direct marketing. There are two main types of database marketing:
 Consumer Databases
 Business Databases
There are four phases identified of database development:

 Mystery Lists
 Buyer Databases
 Coordinated Customer Communication
 Integrated Marketing
Benefits of Database Marketing:

 Make marketing communication more targeted
 Improve efficiency of marketing
 Develop better relationships & customer loyalty
 Customers receive an improved service
Drawbacks of Database Marketing:

 Restrictions from companies
 High cost
 Require major infrastructure
 Need new analytical & decision-making skills
Importance of Database Marketing:
Database marketing is important because it enables marketers & advertisers to create
relevant messages to their current & potential customers. It helps customer segmentation
by separating existing customers from new leads.
Today’s marketers have access to more customer data than ever before.
That’s why database marketing is once again becoming so important. It’s all about using
that sea of data to create more relevant marketing messages that better resonate with
customers, both current & potential. Importance of database marketing is reflected in
its applications:
 Direct Mail
 Telemarketing
 Loyalty Marketing
 Campaign Planning
 Target Marketing
 Distribution Management Systems
 Marketing Evaluation

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Brand Management

Superior University, Riwind Road, Lahore.

Role of Internet in Building Brands:

Website Evaluation of Nike, Disney, Levi’s & Idea’s (Favorite Brand):

There are four phases identified of database development:

Benefits of Database Marketing:

Drawbacks of Database Marketing:

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