Scribd Logo
Upload

Welcome to Scribd!

  • 622 views

    Lesson 10 Recognizing The Importance of Marketing Mix I Part 2 The Development of Marketing Strategies NOTES

    Uploaded by

    Shunuan Huang
    This document discusses branding strategies and the importance of developing a brand. It provides tips for crafting an image and logo, communicating the brand's promises to appeal to customers, and listening to customers. Advice is given on being genuine, adding value to conversations, rewarding followers, and figuring out who the target audience is. The document also covers evaluating potential brand names, protecting the brand name, and creating a logo and identity after selecting a name. Branding is defined as distinguishing a product or organization from rivals, while reputation is the beliefs or opinions generally held about something.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Lesson 10 Recognizing The Importance of Marketing Mix I Part 2 The Development of Marketing Strategies NOTES

    Uploaded by

    Shunuan Huang
    622 views6 pages
    This document discusses branding strategies and the importance of developing a brand. It provides tips for crafting an image and logo, communicating the brand's promises to appeal to customers, and listening to customers. Advice is given on being genuine, adding value to conversations, rewarding followers, and figuring out who the target audience is. The document also covers evaluating potential brand names, protecting the brand name, and creating a logo and identity after selecting a name. Branding is defined as distinguishing a product or organization from rivals, while reputation is the beliefs or opinions generally held about something.

    Original Title

    Lesson 10 Recognizing the Importance of Marketing Mix I Part 2 The Development of Marketing Strategies NOTES

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses branding strategies and the importance of developing a brand. It provides tips for crafting an image and logo, communicating the brand's promises to appeal to customers, and listening to customers. Advice is given on being genuine, adding value to conversations, rewarding followers, and figuring out who the target audience is. The document also covers evaluating potential brand names, protecting the brand name, and creating a logo and identity after selecting a name. Branding is defined as distinguishing a product or organization from rivals, while reputation is the beliefs or opinions generally held about something.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    622 views6 pages

    Lesson 10 Recognizing The Importance of Marketing Mix I Part 2 The Development of Marketing Strategies NOTES

    Uploaded by

    Shunuan Huang
    This document discusses branding strategies and the importance of developing a brand. It provides tips for crafting an image and logo, communicating the brand's promises to appeal to customers, and listening to customers. Advice is given on being genuine, adding value to conversations, rewarding followers, and figuring out who the target audience is. The document also covers evaluating potential brand names, protecting the brand name, and creating a logo and identity after selecting a name. Branding is defined as distinguishing a product or organization from rivals, while reputation is the beliefs or opinions generally held about something.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    Lesson 10 Recognizing the

    Importance of Marketing
    Mix I Part 2 The
    Development of Marketing
    Strategies NOTES
    Your name – is an extension of your brand, and it can reinforce the value
    you provide or distance you from it.
    Craft your image – creating a brand perception requires intrusion. Your
    brand must be powerful enough to force them out of their routines.
    Logo – is the first visceral connection the consumer makes with the brand.
    Get known – branding happens in the minds of consumers. The promises
    behind the brand create its appeal, but getting the work out is still what
    brings in the customers.
    Listen, do not just talk – Hear the conversation first, and then
    participate.
    Ask, do not tell – Force your opinion and you will end conversations
    before they begin.
    Be real, and have a story – Behave in the character of the brand. Give the
    character depth and be genuine.
    Be interesting, and give – add to the conversation by offering up
    whatever knowledge you have.
    Be interested, and respond – hear a person’s need, and then share
    expertise in a personal way that is motivated other than to help.
    Have a payoff, and say thank you - Reward your followers with something
    special and exclusive.
    Why does a plumber need a brand? Isn’t that for companies like Coke –
    Branding is about the impression that will best help you reach your goals
    and serve your audience.
    I just sell stuff. How do I figure out what my brand should be – Pinpoint
    who your audience is and figure out what will appeal to that audience.
    How do I communicate brand – Brand is every single customer touch point
    you have, from your voicemail message to how you pack a bag if you are
    a retail shop, to how your store is laid out, the colors that you use, the
    imagery you project, quality of your staff and how they treat customers.
    What else can brand do – questions like who to collaborate with, where
    to distribute, whom to hire—brand strategy can serve as a guide for all of
    those decisions.
    Before you choose a brand name – since your name is an extension of
    your brand, it is important to develop your brand strategy before you
    start the naming process.
    Do you need to hire someone – you may not have the resources or desire
    to handle the project internally.
    Generate plenty of potential names – if you are competing beyond your
    local area, you may find that many of your potential names (or URLs) are
    already taken, so you will need to create a long list.
    Evaluate the list against your criteria – your goal is to objectively find the
    name that meets your criteria, so be careful about asking friends and
    family whether they “like” a name.
    Test your name – sounds good over the phone (for example, when a sales
    rep calls a prospect), won’t be constantly mispronounced or misspelled,
    which defeats the purpose of a name, isn’t confusing, conveys what you
    need it to convey, has a URL that works with it
    Protect your brand name – gain the ability to prevent future competitors
    from using it
    After Naming – After you choose your great brand name, you can create
    your logo and corporate identity, and then begin creating the messages
    to use throughout your sales materials and marketing efforts.
    Brand – a name, term, design, symbol, or other feature that distinguishes
    an organization or product from its rivals in the eyes of the customer.
    Reputation – the beliefs or opinions that are generally held about
    someone or something.

    You might also like